In 2022, the central bank of Malaysia granted five digital banking licenses, marking a major shift in the financial landscape. One of the recipients was a consortium joint venture between YTL Corporation and SEA Group. As founding designer (Later to become head of design), I led the product design from zero to one, shaping the foundation of this new digital bank from the ground up.
Founding Designer
Creative Director
User Research
Design System
UI Direction
With multiple product verticals, a flexible model made sense as a foundation, designers were embedded in cross-functional teams, to enable them to work closely with product, engineering, and business to drive specific business goals. As Head of Design, I set the overall vision while ensuring cohesion across teams. At the same time, I worked with key stakeholders such as C-levels, project owners, legal, and compliance to establish structured workflows, and cadence that worked for them. These are a snapshot of the high level processes without diving into sensitive details.
Simplified view of review process.
To ensure an intuitive experience from the start, we conducted several user tests to identify the most seamless home screen design with minimal learning curve. A key focus was testing layout and button positioning for high-frequency actions, optimising accessibility based on real user behaviour. Alongside usability, we balanced business priorities such as highlighting interest earning potential and strategic product positioning (To drive engagement).
The result was a home screen that not only felt natural to users but also aligned with business objectives and brand vision.
Action bar for high frequency usage, i.e. payment.
