Designing Kotak’s Help & Support module

Context

When customers face issues with their money, the last thing they want is friction. Yet until 2024, Kotak customers had no reliable in-app way to raise or track support requests. Most ended up calling customer care, leading to long wait times, anxious experiences, and higher costs for the bank.

As part of Kotak’s new flagship mobile app (eMBark), I was tasked with designing a fresh Help & Support module from the ground up, one that was simple, contextual, and scalable.

Objective

We set out with three clear goals:

• Reduce dependency on call centers by enabling self-service in-app.

• Build trust with transparent, reassuring support journeys.

• Improve operational efficiency by deflecting low-complexity queries.

Research and insights

I started the discovery process by reviewing customer complaint logs and speaking directly with support agents and relationship managers. It quickly became clear that a large share of calls were for simple, repetitive tasks like re-KYC or ordering cheque books things that could easily be resolved in-app. Agents also highlighted how often customers called multiple times for the same issue, simply because they had no visibility into its status.

Competitive research reinforced the gap. While legacy banks relied on static FAQs and deep menus, fintechs like Monzo and Revolut set a higher bar with contextual entry points and transparent ticket tracking. The direction was clear: we needed a system that was not just functional, but discoverable, guided, and anxiety-free.

A centralised and discoverable support hub

We designed Help & Support as a central hub where customers could raise new requests, track existing ones, and access high-priority actions like disputing a transaction or reporting an issue. The structure put “Your Requests” at the top, so customers immediately saw their ongoing interactions without hunting for them. This reduced repeat calls and reassured them that progress was already underway.

To make sure support was never hidden, we gave it a permanent place in the bottom navigation alongside core banking features. This bold choice positioned support as a first-class citizen in the app rather than an afterthought. Beyond the main tab, we embedded contextual entry points throughout the app — for example, surfacing a “Raise a request” option directly on a failed transaction screen. By combining a centralized hub with contextual triggers, we ensured customers always knew where to find help, whether they came looking for it or encountered a problem mid-journey.

Raising a request or complaint

We wanted the request flow to feel effortless, not like filling out a long form. The journey starts with the customer selecting the product they need help with — say a bank account or credit card — and then narrowing down to the specific issue type. If the customer holds multiple accounts or cards, a simple bottom sheet lets them pick the right one.

At every step, the design keeps the focus on clarity and speed. Optional fields like description, reason, or attachments allow customers to add context without overwhelming them with mandatory inputs. The flow ends with a confirmation screen that not only acknowledges the request but also generates a trackable request card, setting expectations for what happens next.

Disputing a transaction

Disputes often happen in moments of stress, so the design needed to minimise effort and remove friction. Instead of making customers search for the right form, the journey starts directly from the transaction itself. By anchoring the flow to the transaction in question, customers don’t have to remember account numbers or enter references — they simply recognise the transaction and proceed.

We also built contextual nudges to surface support exactly when it’s needed. For example, if a transaction fails, the app immediately presents a “Dispute this transaction” option on the failure screen. This reduces drop-offs, reassures customers that they’re being heard in the moment, and prevents unnecessary calls to support.

Service requests for everyday tasks

Not every support interaction is critical — many are small, routine tasks like ordering a passbook, blocking a lost debit card, or requesting a new credit card. For these cases, we designed quick, lightweight journeys that customers could complete entirely within the app.

The key was context. Instead of hiding these actions deep in menus, we placed them where customers naturally expected them. For example, options to block, replace, or request a card appeared directly within the card management screen. Account-related requests, such as ordering a passbook, were available from the account view itself. By embedding support into the right context, we eliminated unnecessary steps and turned what used to be call-center dependencies into simple, self-serve actions.

Requesting a callback

Some customers still prefer human interaction. But waiting on hold for minutes with elevator music is an outdated experience. To solve this, we introduced a callback option. Customers could request a call, and the bank would reach out in a few minutes. This design bridged the gap between digital-first support and human reassurance — without wasting the customer’s time.

Tracking requests with transparency

Transparency was the backbone of the new system. Every request generated a clean, scannable card with an SR number, issue type, status, and date. Color-coded tags highlighted whether the request was open, in progress, or resolved. Customers could tap into any card to view details, expected timelines, and real-time updates on actions taken. By making progress visible, we eliminated the guesswork and prevented repeat calls — turning anxiety into reassurance.