Mumbai, India
Project Goal

Evaluate and build a comprehensive digital banking proposition for a specific target market

Project Detail

ICICI Bank, one of the leading financial groups in India, was looking to develop a broader digital user population, as well as update its featured services without needing to continually open new branches to keep up with population growth.

The primary objective of the MAP student team was to analyze opportunities within digital banking services for the self-employed market in India and to determine the bank's proposition to customers in this market. Team members worked with various internal counterparts at ICICI Bank to target the areas in which the company could expand banking services and features.

Interviews were conducted throughout Mumbai to measure users' thoughts on digital banking. The team developed usability, communication, and portfolio recommendations to help ICICI engage users, grow its digital banking network, and attract new customers.

Project coordinated in partnership with the C.K. Prahalad Initiative.


Faculty Advisors

M.S. Krishnan
  • Accenture Professor of Computer Information Systems
  • Professor of Technology & Operations
Dr. M. S. Krishnan (“Krishnan”) is the Associate Dean, Executive Education and Executive-MBA, Accenture Professor of Computer Information...
Paul Clyde
  • President, William Davidson Institute at the University of Michigan
  • Tom Lantos Professor of Business Administration
  • Movses and Maija Kaldjian Collegiate Lecturer of Business Economics and Public Policy
Paul Clyde is President of the William Davidson Institute at the University of Michigan, the Tom Lantos Professor of Business Administration, the...
Class Year

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