UOB, a major Asian bank, is transforming wealth management through digital innovation. With the UOB TMRW app, it offers self-serve investment tools that let customers across Southeast Asia manage their finances independently. By focusing on scalable, localized solutions, UOB ensures users have easy access to wealth-building tools tailored to their needs while maintaining a consistent experience across markets.
After the successful launch of Simple Invest in Singapore, the project expanded to regional markets — Malaysia, Thailand, and Indonesia. The goal was to adapt the product for local regulations and currencies while maintaining the core user experience of Simple Invest, enabling self-serve investment capabilities across South APAC.
One of the primary goals of expanding Simple Invest to regional markets was to reduce the dependency on call centers and in-branch support. In smaller markets like Singapore, users could easily visit a branch for help, but in larger countries like Indonesia, Thailand, and Malaysia, this was not practical. Throughout the journey, users are equipped with the tools to take actions independently.
Users in these larger markets often faced delays and complex issues when relying on call centers for wealth management support, which added strain to customer service teams.
In Indonesia and Thailand, we leveraged existing chatbot technology to guide users through common issues. In Malaysia, we focused on detailed FAQs and tailored error messages, empowering users to manage their investments independently.
As Simple Invest expanded across different markets, one of the biggest challenges was ensuring that the user interface could handle local currency variations and maintain clarity for users. Each region had unique financial practices and currency formats, requiring significant UI adjustments. The regional project required adaptations across different markets, impacting terminology, currency displays, regulatory features, and product lifecycles.
In countries like Indonesia, where currency values can reach 14–16 digits, the original design led to overcrowded screens and a confusing experience. These large numbers made it difficult to maintain the clean, simple UI that worked in Singapore.
The UI was adapted with dynamic formatting to handle larger numbers and currency symbols. Abbreviations were used to reduce clutter (e.g., "B" for billions), and visual elements were optimized to ensure data was presented in a clear, readable way.
The project required a scalable design system that could adapt to different markets without a simple "lift and shift" approach. This meant balancing local needs with the overall feature consistency of Simple Invest — ensuring each market version felt intentional, not just translated.
Engaging with stakeholders from different countries was essential to understanding cultural and operational nuances. This collaboration ensured that the project met the unique regulatory and cultural needs of each region while maintaining its core features and design integrity.
Led the UX and UI expansion of UOB's Simple Invest platform from Singapore to Malaysia, Thailand, and Indonesia — delivering localized self-serve investment experiences tailored to each market's regulatory environment and user expectations. Designed a scalable multi-market system that reduced engineering overhead, maintained brand consistency, and gave UOB a repeatable playbook for future regional product launches.