Project Overview
The Business Case
One of the top 5 commercial banks in Thailand wanted to undertake a digital transformation of their home loan business to offer online applications and quick approval of home-loans across several segments of high-income groups in Thailand.
The Design Objective
Through a research-led process that involved co-creating with the client in a garage setup, the design objective was to discover, design and deliver the scope for a digital home-loan application service experience and get faster pre-approvals and suitable interest rates.
Key Words
Digital Transformation
MVP Product Design
User Testing
Digital Banking
Co-Design
Agile UX
Team
Design Director
UX Designer (I was one of 2)
Product Manager
Client Designers
Client Head of Marketting
My Role
My key role on the team was in concept development, facilitation and creating a visual design system for the launch. I worked with the client’s marketing and design teams to create the web application platform. I also worked with client stakeholders to conceptualise ideas and wireframing to build consensus on signature offerings for the minimum viable product.
The Design Process
This project was an MVP launch for a commercial bank in South East Asia. The design scope involved redesigning and digitizing the home loan application experience for mid to high income individuals who had salaried jobs or were business owners. The design process involved zero-based design workshopping with the bank’s transformation and product teams, in-depth research with bank customers and detailed design for the MVP Product launch.
Customers, as we observed were usually guided by bank agents who guided them. The online loan application platform was envisioned as a conversational experience for the application process, based on such findings.
Overview of the Agile Epics
Research and Discovery Phase
Emerging Themes for Primary User Research
After speaking to aspiring home owners, who had applied for loans, six themes emerged –
Research Coverage
Behavioral Trends
Customer responses
Archetypes to Personas
Primary qualitative research was conducted with people planning to apply for a home loan or ones who were already repaying. There were three key user personas that emerged.
Service Journey Scope
The scope of the customer research covered this customer experience journey from consideration to refinance.
Design Co-creation Workshop
A Zero-based Design Workshop was conducted to initiate the design process, to kick off agile design sprints for the MVP build.
The initial ideation was
Initial Signature Moments
Signature Moments of the MVP
The Form Filling was improved by minimising clutter, improving affordances and offering dynamic interest rates. We also ensured next steps were tols to the user before they committed to clicking a button
Detailed Design
Taskflow and Information Architecture
