Defining the Visual Design Direction for ADCB Mobile Banking (MIB 2.0 Refresh)
CLIENT
AbuDhabi Commercial Bank
INDUSTRY
Banking / Fintech
PLATFORM
iOs & Android
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OVERVIEW
ADCB’s Mobile Internet Banking app was performing strongly in terms of usability, adoption, and core user journeys. However, as digital banking standards evolved globally, both leadership and customer feedback highlighted an opportunity: the app’s visual language no longer reflected ADCB’s scale, ambition, or innovation mindset.
Xevric partnered with ADCB to lead the UX audit and visual design direction for the MIB 2.0 refresh—focused on reimagining how the app looks and feels, while preserving a proven and trusted experience.
Xevric partnered with ADCB to lead the UX audit and visual design direction for the MIB 2.0 refresh—focused on reimagining how the app looks and feels, while preserving a proven and trusted experience.
PROBLEM STATEMENT
• Core banking flows (dashboard, payments, transfers) were functionally strong
• Visual design felt old-school and conservative
• Increasing competition from modern fintech apps raised user expectations
• Leadership wanted to explore new design directions, not just UI polish
• Visual design felt old-school and conservative
• Increasing competition from modern fintech apps raised user expectations
• Leadership wanted to explore new design directions, not just UI polish
CHALLENGES
How might we modernize the visual identity of the ADCB mobile app—without disrupting a proven user experience?
MY ROLES & RESPONSIBILITIES
Xevric designers led the design direction initiative end-to-end:
• Conducted UX audit of key app flows
• Led global & local design trend research
• Defined personas and experience maps
• Identified pain points and delight moments
• Created and owned multiple visual design directions
• Presented concepts to stakeholders and leadership
• Led concept prototyping and user validation
• Conducted UX audit of key app flows
• Led global & local design trend research
• Defined personas and experience maps
• Identified pain points and delight moments
• Created and owned multiple visual design directions
• Presented concepts to stakeholders and leadership
• Led concept prototyping and user validation
DESIGN DIRECTION EXPLORATION
Based on research and insights, we created three distinct visual design directions, each with its own philosophy and emotional tone.
01.
NOVA (FUTURISTIC)
NOVA (FUTURISTIC)
Inspired by glassmorphism and liquid UI trendsSoft gradients, blur, depth, and lightPositioned ADCB as innovative and future-forward
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02.
EXCELLENCE
(HERITAGE-DRIVEN)
EXCELLENCE
(HERITAGE-DRIVEN)
Elegant, refined, and premium
Strong alignment with UAE culture and heritage
Designed to reinforce trust, stability, and national identity
Strong alignment with UAE culture and heritage
Designed to reinforce trust, stability, and national identity
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USER FEEDBACK & INSIGHT
Excellence (Heritage) received the strongest overall trust and preferenceNova (Futuristic) ranked second, praised for innovation and freshnessUsers responded positively to glassmorphism when balanced carefullyVisual change was clearly perceived as a value upgrade, not cosmetic noise
OUTCOME AND FINAL DIRECTION
Based on insights, we:
• Refined the concepts
• Created a hybrid visual direction
Combined:
•The trust and elegance of the heritage approach
• With selective, modern visual elements from the futuristic concept
This approach ensured:
• Brand alignment with ADCB’s identity
• A modern, future-ready feel
• Strong user acceptance and confidence
OUTCOME AND FINAL DIRECTION
Based on insights, we:
• Refined the concepts
• Created a hybrid visual direction
Combined:
•The trust and elegance of the heritage approach
• With selective, modern visual elements from the futuristic concept
This approach ensured:
• Brand alignment with ADCB’s identity
• A modern, future-ready feel
• Strong user acceptance and confidence
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