I have worked on digital banking journeys and features for different customer segments, markets, and stages of adoption in Myanmar and Thailand.
The work covered different types of customer needs. In Myanmar, some projects focused on underbanked customer segments who were newer to formal and digital banking, and whose adoption of mobile banking depended on income patterns, trust, identity/KYC requirements, varying levels of digital confidence, access to assisted support, cash-in/cash-out points, and infrastructure limitations.
In Thailand, the opportunity space was more focused on customer engagement, loyalty, and personal financial wellbeing — exploring how mobile banking could help customers learn, save, plan, or take action with more confidence.
Research & Persona Development
I led and synthesized customer research to help teams understand financial behaviors, support needs, and motivations.
This included a multi-city field study on mobile banking behavior, which shaped personas and journey insights used across product design, service design, customer segmentation, channel strategy, and value proposition work.
Remote & Assisted Onboarding
As Lead UX and Service Designer, I managed two UX designers working on digital and assisted onboarding and loan journeys for customers opening their first bank accounts.
I guided requirements framing, usability studies, and collaboration with product owners to identify barriers to mobile banking activation and first use. The work focused on making onboarding more intuitive and easier to complete across digital and human touchpoints.
Financial Inclusion & Savings Behavior
I worked on research, value proposition development, and MVP framing for a digital savings proposition aimed at underbanked customer segments.
The work explored income patterns, savings habits, financial routines, trust barriers, and what could make small but consistent savings feel achievable. I led junior and mid-level designers in creating mid-fidelity prototypes and recommending features for development.
I also collaborated with senior and lead design researchers from a partner mobile financial services company to test the concept and refine MVP recommendations.
Customer Engagement & Financial Wellbeing
As a senior consultant, I led a design sprint for product discovery and concept development around mobile banking engagement and financial wellbeing.
I facilitated design work with one senior UX designer, one senior UX researcher, and two mid- to senior-level UI designers to explore how digital banking could give customers more reasons to return, learn, save, and take action.
The sprint helped turn a broad engagement ambition into digital and non-digital journey concepts that could recommend products based on customers’ lifestyles and goals.
