Being an early adopter of digital banking, RHB understood the advantages that digital transformation can bring to the banking and finance industry. Seeking to spearhead the next generation of banking both in Malaysia and the region, RHB's goal was to make banking personal again.
By doing away with the old understanding of banks as financial institutions and currency centers, and replacing it with one that plays a positive role in the daily lives of customers, RHB hopes to radically transform its brand position and value proposition; ensuring their relevance in a future soon to be disrupted by emerging technologies.
In Phase 1 of the digital transformation, RHB contracted us to build a scalable mobile platform on which to fully digitise all their banking services and offerings.
My role in the project
I was the Visual Design Lead for the project, working with 2 visual designers, 2 interaction designers and 1 copywriter. I participated and oversaw the UX research phase, where we conducted ideation workshops, user interviews and ethnographic studies to understand business and user needs and wants.
Liaising with the client's Marketing and Communications department, we developed a Design Language System that expanded on the foundation laid by the existing brand identity in order to support omni-channel brand governance.
We also spearheaded the motion and micro-interaction design for the entire mobile application, ensuring functionality, scalability and consistency across modules to control and elevate the user experience beyond the basics of design and tone of voice.
My role breakdown are as follows: