Hi, I'm Archana

Portfolio Offers

This was a design led initiative within the Credit Card team at Axis Bank to increase user engagement with Axis Banks 4 major service offerings: Instant Loan, Credit Limit Increase, Convert to EMI and Upgrade Card.I will also share other work done by me and my team which contributed to the growing success and business of the Credit Card pod within Axis Bank

The challenge

How might we make Portfolio Offers more visible and easier to understand, so that users are more engaged with the services available?

Specific goals

Increase engagement on the banners and overall desirability of the offers

Key metrics

Daily Business Value, Funnel Efficiency, Business Revenue Generated

Contribution

As the design lead in this project and for the overall credit card pod, I played a vital role in driving business growth by collaborating with business teams, pitching proof-of-concepts to align stakeholders, and leading brainstorming sessions to generate innovative solutions.I was responsible for identifying opportunities as a product design lead. After researching and interviewing users, I realized how important it is to make sure our offers were easily understandable.In order to create the transparency users need, I created a design direction that provided personalisation and simplified the offers, so that users could understand the offers easily. I also managed the team and was responsible for building and growing the team according to business needs.

Impact

- $2.2M generated in the span of 3 months
- Grew design team
- Created design patterns that were followed in other Axis Bank offerings
- Optimised service offerings

Reviews

"Your unparalleled eye for detail played a pivotal role in defining Olive and positioning it as a major contributor to the Credit Card Business"
- SVP Digital Acquisitions, Credit Card & Forex Card | Axis Bank

More Impactful Projects in Credit Card

Over 4 years at Axis Bank, I led design for the Credit Card business, shaping end-to-end customer journeys across acquisition, onboarding, and servicing. For 3 of those years, I managed and mentored teams of 3–5 designers, driving over 100+ internal projects that improved usability, boosted engagement, and delivered measurable business impact.

• GrabDeals Revamp

GrabDeals

This was a design led initiative within the GrabDeals team at Axis Bank to increase user engagement with Axis Banks coupons and deals platform. I was brought on the team as an IC and later grew the team and project to a phase 2 and 3 with an integration with ONDC (Open Network for Digital Commerce - an initiative by the government of India to democratize e-commerce). See it Live

My Role

IC & Design Lead

Year

2020-2023

The Challenge

Improve the discoverability and conversion rate of Grab Deals to increase adoption of the Axis Bank platform

Specific goals

Increase returning and unique users as well as conversions

Key metrics

Visits per month, returning users, and conversions per month

The Legacy Journey

The original GrabDeals journey suffered from unclear navigation and a lack of guidance, which made it hard for users to understand what the feature actually offered. Key actions were buried under multiple tabs, the hierarchy was inconsistent, and the flow didn’t clearly communicate the value of GrabDeals or how to redeem offers. As a result, many users entered the journey but quickly dropped off because they couldn’t easily find relevant deals or understand how the savings would apply to their credit card. Overall, the experience felt disconnected and unintuitive, leading to low engagement and missed opportunities for the business.

Contribution

As Lead Designer for GrabDeals, I redesigned the platform’s end-to-end journey, simplifying the information architecture and creating a more intuitive experience. I collaborated closely with the business team to align on goals, led the revamp of user flows, wireframes, and high-fidelity designs, and ensured the solution was both seamless and easy to understand.My work drove higher user engagement on the platform and contributed directly to increasing savings account balances through greater cashback adoption.

Impact

- Grew design team
- Created design patterns that were followed in other Axis Bank offerings
- Created Axis Bank's first Government Backed Initiative
- Increased conversions and returning users per month

Integrating with ONDC

In phase 2 of the project, we expanded GrabDeals to allow customers to make grocery purchases. This meant creating payment integrations and an e-commerce interface. The project was well received by T. Koshy (CEO of ONDC). I played a major role in overseeing design, leading 2 junior designers through the project, and setting timelines and deliverables.

Reviews

• Amazon Redesign

About

Throughout my professional journey, I have led innovative design projects, collaborated with cross-functional teams, and received industry recognition for my work. My focus has always been on creating user-centric solutions that drive engagement and success.At Axis Bank, I led credit card design initiatives that drove 10x revenue growth and a 97% increase in engagement, while managing and mentoring a team of 5 designers and establishing a Design Ops framework. Previously, I designed consumer-facing experiences at Otipy (Crofarm) and contributed to e-commerce growth at Creatnet Services. Recognized with Axis Bank’s Customer Champ and Women Leaders Awards, I bring a track record of leading design, mentoring teams, and delivering measurable impact for millions of users.

My Strongest Suites

Leadership & Team Building

One of my biggest strengths as a leader is building and nurturing design teams. I focus on identifying each person’s unique strengths and creating the right environment for them to thrive. By doing so, I not only help designers grow in their craft but also build stronger, more collaborative teams that deliver impactful work.

0 to 1 Redesign & Revamps

One of my core strengths is taking outdated, complex journeys and redesigning them into seamless, intuitive experiences. I focus on simplifying flows, improving information architecture, and aligning design with business goals, helping products not only become easier to use but also deliver stronger engagement and impact.

Complex Problem Solving

My strength lies in breaking down ambiguity by asking the right questions, mapping out workflows, and aligning stakeholders to uncover clarity and design solutions that feel simple and intuitive for users while driving business impact.

Amazon Redesign

Amazon has presence in three countries in the MENA region (Middle East and North Africa) - UAE, KSA and Egypt. Feedback from MENA customers is that the Home Page is not engaging enough, and has lack local feel, offers and discounts.This is a personal project diving deep into the design process to redesign Amazon's Home Page and solve for international customers.

My Role

Design Lead

Year

2023

The challenge

• How might we provide Home Page that looks engaging, and celebratory?• How might we encourage non-Amazon customers to create a new account at Amazon?• How might we help customers discover different products easily and quickly?

TARGET USER GROUP

Largely Inactive Users - Non Amazon Account Holders

user pain points

• Language barriers: Many users feel more comfortable shopping on sites available in their native language, as foreign-language sites can be difficult to understand.• Financial uncertainty: Users face challenges like inflation and are often unfamiliar with payment methods (credit cards, online accounts) or hidden costs such as shipping.• Clunky navigation: Poorly designed navigation makes the experience time-consuming and frustrating, discouraging users from completing their purchase.

• Design Ops

Design Ops

As the design team at Axis Bank grew, our team started facing issues - each designer ran their own workflow, assets weren’t reused across projects, and delivery timelines were stretching longer than intended. Designers were often blocked waiting for alignment, and we lacked a shared system for hand-offs, reviews, and version control. This created friction, duplicated effort, and delayed launches even for relatively small updates.

My role

Design Ops Lead

Year

2024

Contribution

I stepped in as Design Lead and proposed the creation of a lightweight but scalable Design Ops framework to streamline how we work, communicate, and deliver. First, I mapped all the existing bottlenecks and asked the team directly: what slows you down? What trips you up when handing off to development? Then I worked in collaboration with designers, PMs and engineers to define standard rituals. For example: weekly design syncs, agreed-upon hand-off checklists, a standardized design process and a clear review cadence. I set up a feedback loop (design crits) built into our sprint schedule, and ensured that every time we added a new component it got documented for reuse.

Impact

Within six weeks of rolling out the Design Ops framework, we saw measurable improvements:- Designers reported a 30% faster time-to-handoff because assets were reusable and the process more predictable.- The number of revision cycles dropped by 40%.- Collaboration improved: team feedback rates went up and designers felt more supported in “big picture” design decisions, rather than just scrambling to churn visuals.- The improved workflow freed up time for more strategic work, giving us space to launch higher-impact features and focus on growth design, not just delivery.

• Portfolio Offers