NEXT-GENERATION VIRTUAL BANKING
Designing Thailand’s future digital banking ecosystem beyond e-wallet services
[PROJECT DETAILS]
TrueMoney aimed to expand beyond traditional e-wallet capabilities by exploring a next-generation virtual banking ecosystem. The project focused on designing a future banking experience proposal for regulatory approval by the Bank of Thailand, combining digital banking, financial literacy, AI assistance, lending, and personalised financial management.
DURATION
MAY - JUL 2024
Role
Senior Product Designer
Team
Product Manager, Business, Compliance
SCOPE
Fintech, Virtual Bank Concept Design, Product Strategy
[PROJECT CONTEXT]
TrueMoney Virtual Bank was designed around the idea of becoming an “Everyday Bank for Every Thai” — a financial ecosystem that goes beyond payments by supporting users across different stages of their financial journey.
The strategy focused on two major customer segments:
Retail Customers (Individual Users)
Supporting everyday financial needs:
✦ Accessing banking services easily
✦ Building better saving habits
✦ Understanding financial health
✦ Receiving personalised financial recommendations
✦ Accessing responsible lending and investment opportunities
MSME / Business Customers
Supporting small businesses and entrepreneurs:
✦ Separating personal and business finances
✦ Managing cash flow
✦ Accessing business banking tools
✦ Supporting business growth through financial products
The challenge was not only creating a banking application, but also designing a scalable ecosystem that could support different customer behaviours and financial maturity levels.
[COLLABORATION]
This was a large-scale initiative split across three designers.
My ownership
✦ Product concept direction
✦ Visual identity exploration
✦ Homepage ecosystem
✦ Financial health experience
✦ Financial simulation
✦ Lending journey
Team ownership
✦ Additional banking services
✦ Supporting user flows
✦ Extended feature development
[MY CONTRIBUTION]
01. Product Vision & Brand Direction
Since this was a new financial product concept, my responsibility started before interface design. I explored the visual identity direction, including:
Colour Exploration
✦ Green + Orange Direction
Green represented CP Group identity, trust, growth, and financial stability. Orange maintained TrueMoney’s existing brand recognition and energy.
✦ Blue + Orange Direction
Explored because blue is commonly associated with banking, security, and reliability.
Final direction:
✦ Green + Orange + Black
Creating a more modern, premium, and intelligent banking personality while maintaining a connection with TrueMoney.
02. Homepage Experience Strategy
The homepage was designed as a personalised financial dashboard connecting multiple services into one ecosystem.
✦ Financial Health Overview
A quick snapshot helps users understand their financial status.
✦ Smart Recommendations
Personalised insights based on behaviour and financial needs.
✦ Account Management
A unified view between personal and business banking.
✦ Action-Based Widgets
Contextual reminders and next-best actions.
03. Financial Health Experience
Instead of only showing numbers, the experience helps users understand:
✦ Current financial situation
✦ Spending behaviour
✦ Saving progress
✦ Recommended next actions
The goal was:
"Not only showing users their money, but helping them make better financial decisions”
04. Financial Simulation
Designed simulation experiences allowing users to explore:
✦ Loan planning
✦ Saving scenarios
✦ Future financial goals
This reduces uncertainty and supports responsible decision-making.
05. Lending Experience
Creating transparent borrowing journeys
The lending experience focused on:
✦ Clear eligibility information
✦ Simple application flow
✦ Transparent repayment details
✦ User confidence before commitment
[CHALLENGES]
System Thinking Before Interface Design
Because the service included banking, lending, investment, insurance, and business tools, the design process required an understanding of Financial regulations, product relationships, the customer lifecycle, and banking operations. The focus was not on designing isolated features but on creating a connected financial ecosystem.
The biggest challenge was also balancing:
✦ Business ambition
Expanding TrueMoney ecosystem
✦ Regulatory requirements
Meeting banking and compliance standards
✦ User needs
Making complex financial services simple. One of the biggest UX challenges was designing for different user perspectives:
Individual customer view:
“How do I save and grow my money?”
Business owner view:
“How do I manage and expand my business?”
Bank perspective:
“How do we provide personalised financial services responsibly?”
✦ Technical feasibility
Building a scalable future roadmap
Because of the approval timeline, design exploration happened in parallel with product definition, requiring constant alignment with product managers, business teams, and compliance stakeholders.
[OUTCOME]
