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India's No.1 Bank


India has only 38m credit card users vs 900m debit card users. India's No.1 Bank faced the challenge of increasing credit card sales in an environment where most Indians do not want to own credit cards. Indians are wary of credit cards because they think it would make them spend more than required. So most Indians use debit cards where the money gets debited from the bank right at the time of the transaction. Debit cards make people feel more in control, credit cards make them feel less in control.

To add to the challenge, attention span of most people is drastically reducing. At the same time, there is communication overload, with constant notifications from hundreds of companies asking customers to take some action or the other whether its buy, upgrade, confirm, click, view, apply, etc. Even from our project's narrow point of view, that includes more than fifty banks trying to sell their credit cards and our client India's No.1 Bank itself trying to sell the same customers other services like loans, bill payments, etc.

Behavioural Design

Briefcase's applied its powerful 7-step Behavioural Design process to create and test solutions to increase credit card conversions. What makes the Behavioural Design process unique compared to the traditional way most companies work, is that Behavioural Design involves creating multiple solutions, based on behavioural science and live-testing each and every solution on large sample sizes of real customers before scaling the winning solution. That ensures that all solutions get tested. This is in contrast to the current process of most companies of presenting few options and implementing one solution that the team feels may perform, while they risk all the investment on that one single solution. So the Behavioural Design process eliminates any individual or group biases, lowers risk by increasing the probability of arriving at the best solution, which would otherwise not a chance of being found.A pure win-win.

Briefcase analyzed India's No. 1 Bank's range of credit cards, product features, time-bound offers, customer segments, customer profile, demographics - age, gender, location, past spending behaviour, customer-card match, customer-feature match and mapped the entire customer journey step-by-step from the point of receiving a trigger to apply for a credit card to submitting the credit card application form.

Briefcase went through multiple Behavioural Design principles, to align the ones that were relevant to the problem. Behavioural Design principles are based on Briefcase's knowledge of more than ten thousand behavioural science experiments.After doing the exercise we came up with 9 Behavioural Design principles that were applicable to the task at hand. These principles would guide communication design decisions like: subject line, headline, image choice, product features, call-to-action button and user experience.

99 different Behavioural Design solutions were tested based on 9 Behavioural Design principles. A/B testing was used to establish the efficacy of the solutions. Each Behavioural Design solution was A/B tested amongst 5000 customers. Control group for A/B testing was the existing communication.

The testing was broken up into 5 Phases. About 2 principles were tested per phase depending on number of Behavioural Design solutions within each principle. Learnings from each testing phase were then applied to consequent testing of Behavioural Design solutions.


  • 99 solutions tested
  • 88 did better than existing solution
  • 9/9 Behavioural Design principles worked
  • 47 solutions increasedconversionsby over 100%
  • 34 solutions increasedconversionsby over 150%
  • 26 solutions increasedconversionsby over 200%
  • 14 solutions increasedconversionsby over 300%
  • 8 solutions increasedconversionsby over 400%
  • 6 solutions increasedconversionsby over 500%
  • Best solution increasedconversionsby 1208%

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