Philippines
Output
The Banking Redesign Driving Operational Excellence and Digital Transformation
Launch Date
July 18, 2023
Intro
The existing retail banking app faced challenges with a dated interface and clunky user experiences that struggled to compete with modern fintech platforms. The goal was to unify disparate financial products—including deposits, credit, loans, and investments—into a single, cohesive, and simplified journey.
Key Responsibilities
Directed the entire UI/UX lifecycle for the major overhaul, ensuring that security, usability, and accessibility standards were met across all mobile platforms.
The Process
To reposition the bank as a digital leader, the redesign moved away from legacy styles toward a modern, high-end visual language.
Audit of Old Screens: We began with a meticulous audit of the existing app to identify key pain points and areas for simplification.
Visual Branding: led the creation of a new, modern visual identity, introducing a 3D design approach for icons and visuals.
Tone and Voice: defined the app's new tone to be clear, confident, and approachable, ensuring all messaging was easy to understand.
Simplify/Digitize: streamlined complex user flows and digitized processes, reducing the number of steps to make tasks effortless.
Design System: built a comprehensive design system to ensure visual consistency and a seamless handoff to the development team.
Positive Metrics & Impact
Setting new benchmarks for retail banking excellence through a user-centered redesign.
38%
Increase Consumer Lending
Strong performance in consumer lending driven by streamlined digital loan availment flows.
₱1.3T
Asset Expansion
Digital platforms served as a key driver for reaching a record asset base as of mid-2025.
28%
Transaction Velocity
Reflects increased platform engagement and trust following the intuitive UI/UX overhaul.
64% Share
Digital Lending
The majority of unsecured loan bookings are now initiated through digital platforms like Pulz.