SCB Easy store
Financial mall
SCB, Thailand's Top4 Financial Companies
The client sought to leverage customer financial data within their in-app financial mall delivering hyper-personalized product recommendations and integrated ad placements that generate B2B revenue, without compromising the user's sense of comfort or trust
UI Design
Mobile
Challenge
With the design direction set, execution became the real challenge, building a design system from scratch and delivering MVP.1 within tight sprint constraints, while balancing the industry-wide tension of data efficiency, speed, and stability without sacrificing consistency or scale
CREATIVE PROCESS
Despite the tight deadline, we stayed committed to user-centricity — running quick prototype and usability tests to validate the concept before moving forward
Insights from research led the team to strategically reprioritize content, carefully balancing user needs with business objectives. We then designed MVP.1 in parallel with building the design system case by case, ensuring consistency evolved alongside delivery
Research & Internal Survey
Creative Development
Design System Guideline
Results
Implementation
We rapid mock-up tested all client-listed features using existing app components to capture real user needs and behaviors. Meanwhile, interviewing the customer support team to surface pain points and identify the actual root causes
With shelf content (ads, visuals, themes) owned by separate business units and beyond our control, we drew inspiration from streaming platforms — designing each section with a distinct identity, stripping unnecessary UI, and sparking user interest without feeling overwhelming or intrusive
Results
We built a high-fidelity UI prototype to assess user interaction and experience, implementing dark mode as the default theme to create immediate visual impact, signalling to users they've entered a streamlined, modern shopping environment.
Following the February launch, the redesigned homepage received feedback from 14.9 million active users, with the Product Owner reporting a 10% uplift in engagement from the previous average.