DBS completed acquisition of Citi’s consumer banking business in TW in Aug 2023. It is a massive and complex 18-month project. I got the opportunity to work as the design lead for this project, our goal is to make sure that our new joining customers from Citi can enjoy a smooth transition and onboarding journey to DBS and that they would find all the features and services they are used to.

To gain a comprehensive understanding of our customer needs and align with business objectives, we conducted a deep dive into customer verbatim, and engaged in discussions with key stakeholders from business team. This analysis, coupled with a complete comparison of Citi’s products with our own, provided valuable insights. We further expanded our research to include major local banks and foreign banks in TW, ensuring a thorough understanding of the competitive landscape.

With a clear scope defined, we developed a strategic design approach, outlining a realistic timeline for implementing the new features on digibank and card+ websites and apps. My key job is to make timely design decision, maintain consistent communication and align with the teams – be it holding daily design discussions, or weekly design reviews with the business team, or monthly regional updates to ensure progress remained on track. We also adhered to our latest design language standards for key customer journeys, ensuring scalability and reusability across other markets in future.