Lower the risk, fewer the steps

Ashwin Sekar, CTO at InCred Group, reveals key strategies for designing intuitive and compliant customer journeys:

- ravi

Ravi Lalwani: For maximizing CX, what design elements are usually the most difficult or demanding? How are you tackling that challenge?

Ashwin Sekar: We make sure to explain financial products and important information to customers in an easy-to-understand way. To do this, we gather feedback during early testing to check if our content is easy to read. We also ensure that key information about the product is available in multiple languages so that our messages can be understood by our target audience.

We use intuitive iconography and some personalization for India. We aim to use familiar iconography and design elements that the majority of users are already familiar with, rather than introducing new design icons. However, this is challenging as we have multiple products catering to different target segments. We have also invested in an intuitive help experience, including personalized FAQs and explainer videos tailored to different stages of the customer journey. In addition, we provide real-time human assistance on-demand, allowing customers to securely screen share (with all personal data masked) and get tele-assistance if they have questions. We always comply with regulatory requirements and keep our processes simple and easy to understand.

Give some examples of how you have enhanced the CX impact by fine-tuning words, colors, sounds, tone, etc.

At InCred, our focus is on simple, clear, and concise messaging using plain language. Our communications and help sections are personalized based on the page from which the customer seeks help. We currently support 5 languages, with 3 more on the way shortly. We are working to expand the available options to include more Indian languages shortly.