House of the Lion · courage & gold
Midas
A Digital Gold Loan Journey · Axis Bank
A gold loan that lived at the branch counter, opaque and uncertain. I brought the journey onto the phone, clear and calm, and drew a deliberate line where the digital ends and a person takes over.
I
Ready before you walk in
Customers could research, decide, and prepare on their phone before ever visiting a branch.
II
Two sides, one system
The customer app and the officer's internal tool were redesigned together, not separately.
III
Built inside real constraints
Compliance-heavy forms and a legacy system, without disrupting how branches already worked.
Thousands of crores*
in gold loans move through the journey I designed. *Indicative scale. Exact figures are confidential.
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The full study lives on the ordinary site, with every screen and detail.