ICICI Bank UX Case Study: Modernizing Internet Banking Experience
How can a legacy bank reinvent internet banking for a digital-first generation?
With Sparklin, ICICI Bank transformed its legacy internet banking platform into a seamless, trustworthy, and modern digital banking user experience designed for today’s users.
400%
Faster Fund Transfers
(with average time cut from 3 minutes to 45 seconds)
50%
Fewer Drop-Offs
(smoother journeys led to higher completion rates)
1.2x
Increase in Bill Payments
(smoother journeys led to higher completion rates)
For years, India's banking sector has relied on ancient systems and outdated technology that couldn't keep up with modern customer expectations. Millions of Indians log into their bank through their internet browser each day. Yet, the whole experience feels more like work than empowerment.
Internet banking, once a symbol of progress, had become inconvenient with cumbersome compliance, redundant forms, and a confusing mix of processes. Simple tasks, such as transferring funds, paying bills, or applying for loans, often require navigating several screens, remembering complex passwords, or waiting for multiple approvals.
Meanwhile, fintech players such as Paytm and PhonePe, were redefining convenience through intuitive, mobile-first digital experiences powered by UPI (Unified Payments Interface). These apps set new expectations for speed, clarity, and control. Expectations that traditional banks could no longer ignore.
ICICI Bank decided to address these challenges by onboarding Sparklin as its enterprise design partner.
Sparklin's work with ICICI Bank was a digital banking redesign aimed at creating a seamless, trustworthy, and modern internet banking experience.
Sparklin was brought in for their experience in creating large-scale digital experiences that were both practical and emotionally engaging, already proven through landmark projects with Paytm.
The Challenge
ICICI Bank faced the complex challenge of simplifying legacy systems while staying compliant with RBI regulations and maintaining customer trust.
The bank had to match the agility and user delight of fintech platforms without compromising on the reliability expected from a legacy institution like ICICI Bank. Competing with the intuitive, frictionless design of digital wallets and UPI apps meant rethinking internet banking from the ground up. Not just visually, but structurally.
Kapil Makhija
assistant general manager, icici Bank
Working with Sparklin has been an incredible experience. When we began building our platform, we knew we needed more than just a partner with banking expertise. We needed someone who truly understood customer psychology and design, and that's where Sparklin came in.
The synergy between ICICI Bank and Sparklin helped create a platform that has been widely accepted and celebrated. Their emphasis on customer-first thinking, design principles, and seamless project execution was exemplary. What stood out the most was Sparklin's culture of commitment and adaptability. Even under tight and sometimes unreasonable timelines, their team went above and beyond to deliver.
This transformation required more than an interface redesign. It demanded a complete reimagination of how customers interact with their bank: a digital banking UX that was faster, more transparent, and emotionally reassuring.
UX/UI Design, User Research, Visual Design, Product Strategy, Frontend Development
Our Solution
Sparklin began with deep user research to understand the pain points and emotional friction within existing banking journeys.
The team conducted legacy flow audits and global benchmarking studies to uncover opportunities for modernization while ensuring compliance with financial standards.
Before
After
Through multi-day workshops with ICICI Bank's leadership, engineers, designers, and compliance officers, we aligned the entire organization around a shared vision for digital transformation.
Transparency and trust became core principles, guiding the tone of communication and interaction throughout ICICI Bank's internet banking ecosystem.
Sparklin, along with ICICI Bank, restructured processes to eliminate redundant steps and unnecessary friction. Users no longer had to type long IFSC codes; IMPS was set as the default transfer method to speed up payments. Smart nudges reminded customers of upcoming bills, idle funds, and recurring expenses, while transparent language replaced jargon to help users clearly understand charges, settlement timelines, and recommended actions.
Every interaction was designed to make customers feel informed and in control, which turned banking from a task into an empowering experience. The new internet banking design positioned ICICI Bank as a proactive, modern and trusted financial partner
All our efforts went to framing digital banking as an ally that supported customers' financial independence.
The Outcome
400%
Faster Fund Transfers
(with average time cut from 3 minutes to 45 seconds)
50%
Fewer Drop-Offs
(smoother journeys led to higher completion rates)
1.2x
Increase in Bill Payments
(smoother journeys led to higher completion rates)
Our partnership with ICICI ran over half a decade, spanning multiple projects: one of which included transforming the digital banking ecosystem from legacy complexity to a modern, customer-focused experience.
The measurable impact spoke volumes. Fund transfers became 400% faster, reducing average transaction time from 3 minutes to just 45 seconds. Drop-offs fell by 50% as flows were simplified. Bill payments grew 1.2x, reflecting greater everyday engagement and satisfaction.
Beyond numbers, the transformation represented a cultural shift. ICICI Bank embraced design thinking as a long-term strategy, setting a new benchmark for digital banking UX in India and proving that even legacy financial systems can feel as seamless as the most agile fintech platforms.
For Sparklin, the project reinforced that sustainable impact in digital banking comes from systemic UX and organizational transformation. When design strategy drives change, legacy no longer holds banks back. It becomes the foundation for modern, trustworthy, and human-centered digital experiences.
