Stories&Project
SCB Easy store
Financial mall
In August,SCB plans to revamp its Financial Mall in the mobile banking app, leveraging customer financial data to deliver hyper-personalized product recommendations across insurance, investments, loans, credit cards, and deposit services.
UX/UI Design
Mobile

Project overview

The Scope of this Feature is Design concept, Design system, MVP.1 (Homepage & related page), I was part of a small team responsible for MVP.The key focus is to invite customers to view/purchase Financial products and create an Ads space that generates B2B revenue. This is the first project using Digital product design.

Creative Process

Research & User interviews
Competitive Analysis
Creative Development
Validation
Implementation
Results

Responsibility

Research & Analysis / CONCEPT
CONCEPT
WEB DESIGN (Mobile Size)  
Internal Validation

Creative Team

Client
SCB
Product
Easy store (SCB)
Project timeline
2 month
Role
UX/UI Designer
Design team
Makorn, e.Earth, Dino
team
Mia Collaboration co.ltd.,
Looking at the Existing, it's noticeably minimalist and fails to create a compelling purchasing experience. Our industry competitors face the same challenge, likely due to prioritizing mobile banking app performance – balancing data efficiency, speed, and system stability.
The developer team's solution is to use Web-view in-app as a strength in creating a better purchase experience. The Product owner adds content collaborated with data science to create hyper-personalized suggestions. The team then creates a Mock-up by prioritizing content within the team to conduct a internal survey.
The survey revealed critical user experience insights: every section feels like an advertisement, with no clear distinction between content and ads. The actual ad sections fail to spark user interest, and are perceived as unwanted products that won't sell. Nevertheless, the business's B2B revenue strategy demands maintaining these ad spaces, making it impossible to reduce their footprint.
The team has strategically reprioritized content, carefully balancing user experience with business objectives. The new approach focuses on creating ad sections that are attention-grabbing yet non-intrusive. The goal is to design each section with a unique, clear identity that sparks user interest without overwhelming or irritating them.
High-fidelity UI prototype to assess user interaction and experience. By implementing a dark mode theme, they aim to create an immediate visual impact, signaling to customers that they've entered a streamlined, modern shopping environment – “Easy store”.
The design system encompasses both light and dark mode interfaces, with dark mode established as the primary default theme in line with the project's conceptual design.
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