UChoose
Project description
Credit card application for all credit card product
and services by krungsri bank.
Platform
Application UChoose July 2018 - July 2020
Role
Krungsri innovation team l , Thailand l Sep 2018 – Aug 2022 l
Role UXUI : Improve the product experience based on business needs and user feedback. Deliver production-ready design features to developer team. Design product for support Krungsri credit card users. Working with product owner and developer team.
Problem and activities
Presently, credit cards are widely used by a variety of target users. Krungsri Credit Card offers many services that cater to various user needs. We might create delight experience from transaction details to self-service options, every journey should be designed to empower users to manage their cards with ease, seamlessly fitting into their lifestyles and addressing their pain points.
Exploring, and identifying cradit card users
UChoose aims to make customer information easily accessible for those who want to enjoy benefits and privileges.
The platform provides many features with credit card services that allow user to explore card details, redeem points, view promotions, and apply for new cards.
Challenge
The idea targets customers who own more than 2–3 credit cards—and may add more in the future.
These users often face pain points when managing multiple cards. Some forget to pay their bills on time, while others experience long wait times when contacting the call center to perform transactions, apply for new cards, or inquire about benefits.
"How might we help users who own multiple credit cards manage them all seamlessly in one place?"
Design objective
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Design a seamless user journey that prioritizes essential features based on user needs and personalized preferences.
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Build a seamless journey that prioritizes multiple functions to meet user needs and match their personalities.
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Develop a strong brand identity that positions Krungsri Credit Card as an essential lifestyle app.
Design and prototype
With a clearer understanding of the users and prioritized app features, I began designing how those features would come to life. Feather would focus on three main capabilities:
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Manage cards with ease:
As a user, I can easily view all of my credit cards and access all related information in one place.
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Real-time transactions:
Most menus and functions are easy for users to manage on their own—especially features that help reduce the pain point of missed payment due dates.
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Identify benefits and card privileges:
Users can easily redeem points in just a few steps and discover more promotions tailored to their cards.
Propose solution
We help users who own more credit cards manage them seamlessly through personalized functions that integrate into their lifestyle all in one place.
Being playful with UI design
While designing the product’s logo, branding, and user interactions, I focused on creating a visually friendly and inviting experience that welcomes all target users and accommodates a variety of needs.
"The name "UChoose" reflects the idea that users can choose everything—capturing a flexible, user-centric personality that resonates with a wide range of target customers."
The logo was designed to represent both a lifestyle app and the diversity of Krungsri credit cards. The final design was selected after incorporating feedback from the business team.
UChoose work closely with existing user
I conducted a round of usability testing on a high-fidelity prototype to identify core issues within the features and validate the concept idea.
A way of building empathy thought user and product
Testing revealed that the new design effectively addressed the main issues—particularly user confusion around managing multiple credit cards, such as viewing due dates and outstanding balances.
What's next
Following the first round of testing, the next steps would be to iterate and design for features beyond the MVP.
