DBS successfully completed the acquisition of Citi’s consumer banking business in Taiwan in August 2023. This massive and complex 18-month project required a seamless transition for Citi’s customers to DBS. As the Design Lead for this initiative, my primary goal was to ensure a smooth onboarding experience, allowing new customers to easily access the features and services they were accustomed to.

To ensure our approach was both customer-centric and aligned with business objectives, we conducted an in-depth analysis of customer feedback and worked closely with key stakeholders from the business team. This research, combined with a comprehensive comparison of Citi’s products and DBS offerings, provided invaluable insights. We also expanded our analysis to include major local and foreign banks operating in Taiwan, ensuring a thorough understanding of the competitive landscape.

With this information in hand, we crafted a strategic design approach and developed a realistic timeline for integrating new features into DBS’s digibank and Card+ platforms. My role involved making timely design decisions, ensuring alignment across cross-functional teams, and maintaining clear communication throughout the process. This was achieved through daily design discussions, weekly business team reviews, and monthly regional updates to track progress. Additionally, we adhered to DBS’s latest design language standards, ensuring scalability and reusability of the solutions for future markets.