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Bajaj Capital Revamps Online Brand Identity

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Taking a digital leap, Bajaj Capital- India’s premier investment services group revamped its online brand identity by leveraging it with Design Thinking, aiming to become a digital-first company in India.  The newly launched single-window website(​​)  has a user-friendly customer-first approach that offers individuals to choose from a wide range of personal finance options, tax-saving solutions, and portfolio reviews. is built on the principles of Design Thinking (a methodology instituted by Stanford education and perfected by companies like Apple) the three-fold process approach included the Explore & Immerse ( customers’ feedback on pains and gains) , HMW & Ideate ( find a solution)   and Prototype, Elaborate & Test (3 visual designs prototype and stakeholders collaborations).  During this research time period of 6 months, Bajaj Capital came across 110+ pain points that currently bothers the customers in the financial category. All of these pain points were mapped with the help of in-depth research and  How-to solutions (thus ensuring the first phase of solutions were launched).

Speaking on the launch of the new website, Sanjiv Bajaj – Joint Chairman & MD, Bajaj Capital, said, ​“​At Bajaj Capital, the foundational principles have been to identify and solve problems for the existing as well as a new-age customer looking for innovative solutions in personal Finance and wealth management. This website will empower our customers by providing them various solutions that Bajaj Capital has to offer under one roof. It will allow customers to fulfill their journey and find everything together by enabling a seamless entry into the Bajaj Capital universe.”

Responsive Front-end design, Online forms made with dynamic and modern UX, CMS-driven knowledge sharing system has been developed to ensure individuals take an informed decision with reference to mutual funds, retirement plans, insurance, tax solutions etc. “Currently, most of the fintech websites have turned into online provision stores offering whatever they want to sell and optimizing transactions. We aimed at implementing Design thinking principles and have spent 1000+ hours of detailed interviews with our customers across the age group mapping each of their needs, wants, and desires to come up with this new version. We are looking for a building from here on where we will bring the AiML capabilities to make the journey more valuable for the customers. We aim to create a holistic, but dynamic UI style guide – which we plan to keep on improving and evolving for the next 6 months” added Aabhinna Suresh Khare, The Chief Digital Officer of Bajaj Capital.

Bajaj Capital is also working towards bringing in AI and machine learning from where customers will be able to get a personalized solution for all their needs.

SMEStreet Edit Desk

SMEStreet Edit Desk is a small group of excited and motivated journalists and editors who are committed to building MSME ecosystem through valuable information and knowledge spread.

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