Axis Bank Travel Edge:
-28% Bounce Rate & Boosted User Engagement

Axis Bank Travel Edge:
-28% Bounce Rate & Boosted User Engagement

Industry Internship

Redesign

Travel & Booking

Analytics, UI Design, Task Flows, Prototyping

Analytics, UI Design, Task Flows, Prototyping

Role: Task Flows, UI, Prototype

Team: 3-4
Timeline: 3 Months

Role: Task Flows, UI, Prototype

Team: 3-4
Timeline: 3 Months

Context

Context

A mobile & desktop UX transformation of the Axis Bank travel portal, resolving critical layout friction and "scroll fatigue" to achieve an 76.39% mobile user share.






Axis Bank Travel Edge is a rewards program that offers exclusive benefits to Axis Bank credit cardholders, including reward points, discounts, and special deals on travel bookings like flights, hotels, and vacation packages.


Live Website:
https://traveledge.axis.bank.in/

Business Goals

  • Usage of Points/Miles Transfer

  • Reducing bounce rate

  • Increase user engagement

  • User acquisition & retention

  • Increase mobile traffic

User Goals

  • Easy mobile booking

  • Points/Miles Process clarity

  • Security and Privacy

  • Visibility of System Status

The Problem

The Problem

The Axis Bank Travel Edge website fails to deliver a seamless experience for its primary users, Axis Travel Card holders, due to fragmented design, ambiguous reward mechanics, and a checkout flow that creates confusion rather than confidence.

The Axis Bank Travel Edge website fails to deliver a seamless experience for its primary users, Axis Travel Card holders, due to fragmented design, ambiguous reward mechanics, and a checkout flow that creates confusion rather than confidence.

Proposed Solution

Proposed Solution

A mobile and desktop redesign which improves overall user experience, intuitiveness and usability for both, mobile and desktop users. Simplifying flows, visual design and clarity of how to carry out a seamless hotel, flight, experience and points conversion.

A mobile and desktop redesign which improves overall user experience, intuitiveness and usability for both, mobile and desktop users. Simplifying flows, visual design and clarity of how to carry out a seamless hotel, flight, experience and points conversion.

Post Launch

Post Launch

Metrics

Metrics

76.39%

Mobile Web

23.61%

Desktop

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Total Visits

+5.2%

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Unique Visitors

396,193

Monthly Visits

3.21

Pages Per Visit

45.79%

Churn Rate

50.2%

Bounce Rate

-28%

Pain Points

Pain Points

Personas

Personas

Competitors

We analyzed, looked into and took inspiration from a lot of competitor websites which were usually alternatives, users would reach out to due to frustration.

What we improved

What we improved

  • UI & Aesthetics

  • Consistency and Standards in components and layout

  • Extra clicks

  • Visibility of system status

  • Adaptive design for mobile

  • Iconography

  • Navigation

  • UX writing

  • Error screens & empty state graphics

  • Error prevention

What we kept

  • Brand Colors

  • Task flows

  • Necessary Information

  • Breadcrumbs

  • Visual Style

Task Flow

Task Flow

Axis Points/EdgeMiles Conversion Flow

Axis Points/EdgeMiles Conversion Flow

Wireframes

Wireframes

High-Fidelity Screens

High-Fidelity Screens

Prototype

Prototype

Desktop

Desktop

Mobile

Mobile

Design System

Design System

Component Library

Component Library

Style Guide

Style Guide

Color Pallet

Color Pallet

Reflections

Reflections

  • Stability as a Proxy for Trust: Reducing the bounce rate from 70% to 50.2% proved that in fintech, UI stability equals security. By fixing responsive breakage, we didn't just improve aesthetics, we provided the visual reliability users need to feel safe during high-value financial transactions.


  • The Discipline of "Information Weight": With an 76.39% mobile user share, aggressive prioritization was a necessity, not a choice.


  • Replacing Fatigue with Flow: Moving from an aimless "endless scroll" to a structured 3.21 pages-per-visit highlighted the power of Progressive Disclosure. By "chunking" complex data into digestible steps, I increased engagement without increasing cognitive load.

  • Stability as a Proxy for Trust: Reducing the bounce rate from 70% to 50.2% proved that in fintech, UI stability equals security. By fixing responsive breakage, we didn't just improve aesthetics, we provided the visual reliability users need to feel safe during high-value financial transactions.


  • The Discipline of "Information Weight": With an 76.39% mobile user share, aggressive prioritization was a necessity, not a choice.


  • Replacing Fatigue with Flow: Moving from an aimless "endless scroll" to a structured 3.21 pages-per-visit highlighted the power of Progressive Disclosure. By "chunking" complex data into digestible steps, I increased engagement without increasing cognitive load.

Context

Objective

Success Metrics

Research

Design

Reflections

Case Study 2

Case Study 2