EuMo transformed a fragmented service interaction into a recognisable, scalable and trust-building experience system, enabling the bank to move closer to its ambition of leading in the home loans category.
ICICI Bank
Banking & Finance
Customer Experience
Retail Experience
Retail Strategy
Service Design
Signage & Wayfinding
Hardware & Fixtures
The Bank’s ambition was to lead in the home loans category by differentiating the home loans proposition within a highly competitive category by creating easy to identify and access dedicated home loan advisory spaces within busy branches. These would enable an environment that would support privacy, trust and extended conversations.
They require time, privacy and reassurance while making high-stakes financial decisions.
EuMo reframed the experience by shifting it from a transactional interaction to a considered life decision. The concept of a “home within a bank” emerged as a recognisable and emotionally resonant environment.
A modular system was developed using a pitched roof form as a visual cue, with integrated advisory, seating and waiting zones. Familiar elements such as coffee tables and narrative graphics depicting life at home reinforced emotional connection and trust.
The system was engineered for scalability through prefabricated units, adaptable configurations and seamless integration within existing branches.
Stronger Business Visibility: Home loans became a clearly identifiable and differentiated offering within branches.
Improved Conversion Environment: Privacy and comfort enabled deeper conversations, supporting higher-quality decision-making.
Rapid National Scale: Successfully deployed across 200+ branches pan-India with minimal operational disruption.
Consistent Brand Experience: A unified system ensured that the proposition was experienced the same way across geographies.
Why the investment mattered
The intervention transformed home loans from a back-end service into a visible and differentiated customer experience within the branch. By creating dedicated advisory environments, ICICI Bank enabled more informed decision-making and strengthened customer trust at a critical point in the journey.
The modular system allows the bank to scale this experience efficiently across its network, improving accessibility and reinforcing category leadership. The project moves ICICI Bank closer to its ambition of becoming the preferred home loans partner by aligning space, behaviour and brand intent.
