Axis Direct
Case Study: Axis Direct Trading Platform
Duration
1 year / 2020
Organisation
Axis Bank-Freecharge
Role
Product Designer, User Research, Interaction, Visual design, Prototyping & User TestingThe Axis Direct redesign made trading more intuitive by restructuring the information architecture, simplifying workflows and refining key tools like market depth, option chains and performance metrics. Through continuous research, testing and collaboration with cross-functional teams, we created a cleaner, modular platform that improved usability and helped traders make faster, more confident decisions. We focused on aligning the product with user mental models, reducing cognitive load and streamlining critical flows for both active and novice traders. The result was a more scalable design foundation that elevated both the user experience and business outcomes.
Goals:
● Improve discoverability: Make navigation intuitive by reducing hidden interactions and surfacing key actions clearly.
● Support accessibility: Follow WCAG guidelines to improve legibility and inclusivity.
● Ensure consistency: Apply repeatable UI patterns, states and colour tokens across all modules.
● Strengthen feedback and control: Give users confidence with loading indicators, confirmations and undo options.
● Promote efficiency of use: Allow faster task completion for experienced users while remaining friendly for newcomers.
● Enable scalability: Align new components with the Subzero design system for reuse across the Axis Bank ecosystem.