OCBC Digital Banking
Regional Localisation and Product Experience Design
Background and my role
Client: Leading Regional Bank (Singapore HQ)
Role: UX/UI Designer — Lead & Support Across Products
This case study highlights my multi-faceted contributions to the bank’s digital transformation efforts — from leading regional localisation for the Hong Kong market to designing integrated partner solutions and supporting visual design across squads.
Hong Kong Localisation (Lead)
Led the localisation of investment onboarding, credit card, and loan application flows for the Hong Kong market.
Approach:
Mapped out how HK products differ, then applied SG’s system logic and flow structure to ensure platform consistency.
Compliance UX:
Simplified HK’s fragmented legal disclaimers into a single-entry screen to reduce user friction while meeting regulatory requirements.
Collaboration:
Worked with HK UX/PO teams; later aligned closely with SG CX to maintain design coherence across regions.
Outcome: Delivered compliant, localised user journeys that respected system design principles while reducing user friction.
BNPL Integration (Lead)
Designed an end-to-end in-app experience that integrated with third-party BNPL provider.
Scope: Onboarding, QR-based payments, account dashboard, merchant deals, and perks.
UX Approach: Designed a flexible and context-aware repayment experience — accommodating third-party perks, adapting flows to user registration status, and guiding users with visual step indicators for their repayment journey.
Outcome: Project was cancelled pre-launch due to vendor closure — but was a key example of external service integration and full design ownership.
Visual Design System Support (Contributor)
Contributing to illustration development and styling exploration when the client required visual changes.
Explored and adjusted visual style directions for visuals across sizes.
Maintained consistency with the evolving Design Language System (DLS), ensuring that new visuals felt cohesive across the entire app experience.
Core Strengths Demonstrated
Regional UX leadership — Translating product logic across markets.
End-to-end ownership — From wireframes to illustrations and flow validation.
Cross-functional collaboration — With client-side CX, UX, PO teams in both SG and HK.
Design system thinking — Supporting reuse, governance, and consistency.