Bank of Baroda has a local offshoot - Bank of Nainitaal or Nainitaal Bank. The bank is a local, regional bank named after a beautiful hill station in North India and has a loyal customer base there. I led the research in some small towns around Nainitaal to understand perceptions towards online banking.

A big factor that was found to stop regional people from reaching out to banking apps on their smartphones was trust. They trusted the banking and financial institutions more than mobile apps. Some of the insights from the research are presented below.

As part of my responsibilities at IBM IX, I took charge of leading a comprehensive pitch for the online bank with the help of a team that I personally built and nurtured. The team was comprised of strategists and designers, and I was responsible for generating the insights presented in the pitch. Additionally, I led the team in creating other artifacts such as user journeys and UX concept development.