challenge
Reimagining everyday banking across ASEAN with relevance, rhythm, and personalisation. UOB’s ambition for TMRW was bold: build a single platform that could flex across five distinct markets—each with its own regulatory environment, user behaviours, and financial literacy levels. The key challenges were: Designing personalised, explainable money experiences for users with vastly different financial contexts Balancing hyper-local features with a single scalable product architecture Integrating multiple legacy systems while presenting a fluid, forward-looking experience Evolving internal delivery processes to support continuous design at scale The core tension was between scale and specificity—how to keep the experience meaningful without fragmenting the platform.
Client
UOB
Format
Platform
ACTION
As Principal Experience Design Lead, I guided the cross-functional product teams in reframing what digital banking could feel like—practical, supportive, and personally relevant. Key contributions included: Leading the design vision and experience framing for the TMRW platform across markets Defining the money narrative model—how users receive nudges, breakdowns, and recommendations that reflect their unique context Developing a modular design system that supported localisation without reinventing the core experience Driving the personal financial management (PFM) strategy with interactions that went beyond balance and transaction views—towards insight, action, and behavioural support Facilitating co-creation and alignment workshops with stakeholders across UOB’s digital, marketing, and compliance teams Partnering with engineering to validate flows and performance in-market—ensuring that ambitious UI didn’t fall apart under real user conditions This role required translating a universal design strategy into region-specific execution—without losing pace or product integrity.
RESULTS
UOB TMRW is the flagship digital banking platform for United Overseas Bank, spanning Singapore, Thailand, Malaysia, Indonesia, and Vietnam. More than just a banking app, TMRW is a personalised money companion—designed to meet the real financial needs of customers across diverse markets.UOB TMRW became a leading regional platform with strong adoption across ASEAN markets Delivered personalised money features that users returned to—e.g., smart summaries, goal tracking, and transaction insights Reduced user drop-off and support calls through improved flow clarity and decision support Enabled regional design operations through shared systems, tools, and rhythms Helped UOB shift internal product culture toward continuous, user-informed iteration
LEADERSHIP LENS
Clarity Framed a clear design system and product logic that scaled across diverse markets without diluting meaning. Anchored teams on what mattered for user trust and day-to-day financial decision-making. Cadence Sustained delivery across markets with differing timelines, while protecting time for iteration and market feedback. Used system-level thinking to reduce duplication and improve quality. Care Prioritised language, guidance, and context to make users feel seen—not just served. Ensured money conversations became less opaque and more empowering, regardless of the market.
