Pockets by ICICI

Capturing a pre banking demographic with a digital wallet.

Financial services

What We Did

Product Design, Service Design, UI/UX, Front-end Development

The Brief

Looking at the growing penetration of smart phones and a surge in digital transactions, ICICI Bank, India's largest private sector lender, wanted to launch a digital banking service that enables users to instantly send or request money to/from an email address, mobile number, Facebook and bank account.


Aleph partnered with ICICI to design and build the mobile application as a digital bank. This has come during a rise in mobile wallets by non-bank players that has intensified competition in the space. A meaningful and relevant UI/UX was developed to ensure that the target customers are able to have a great experience while browsing and using the app.


Over 2 million downloads within 6 months from the launch with 70% coming from non ICICI Bank customers.

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