Estrella García
An international project within one of the most important banks in Thailand, focused on helping the team define the app's experience vision while supporting them in improving their ways of working.
Bangkok Bank is one of the largest and most established commercial banks in Southeast Asia, with a strong presence in both corporate and retail banking. Known for its extensive branch network and deep-rooted trust among Thai customers, the bank has been gradually shifting toward digital transformation to stay competitive in a fast-evolving financial landscape. Our collaboration focused on supporting their internal design and product teams as they worked to modernize the mobile banking experience and adopt more agile, user-centered ways of working.
The core objective of the project at Bangkok Bank was to define a clear experience vision for the mobile app while improving internal design processes across teams. One of the biggest challenges lay in navigating a highly hierarchical culture and traditional workflows that often slowed down collaboration and decision-making. Aligning stakeholders, introducing Agile methodologies, and shifting toward a more user-centered mindset required both cultural sensitivity and patience. Working in-situ for six months was key — it allowed us to build trust, understand the team's daily dynamics, and adapt our approach to create lasting change from within.
To guide the transformation, we devised a UX strategy plan that helped interconnect the dots across teams and align efforts toward a shared vision. This strategy focused on defining a clear future state for the user experience — where we wanted UX to go and why it mattered to both the business and end users. We established measurable goals to track progress and ensure alignment with the overall product direction. Finally, we mapped out a concrete plan to get there, outlining key initiatives, priorities, and process improvements. This approach not only clarified the long-term UX vision but also gave teams the structure and tools they needed to move forward with consistency and purpose.
To foster creativity and experimentation we proposed the structure of an Innovation Lab to be used to test new technologies, methodologies, and business models. We identified the stakeholders involved with the team and evaluated their influence on projects. Additionally, we outlined the team's structure and provided an overview of a typical week in the team's operations. During this workshop we introduced them the concept of an Innovation Lab team and facilitate collaboration to identify potential projects for the team to work on and create a Project Backlog.
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