The original Thai interface is retained to reflect the real product experience designed for the local market.
A strategic homepage transformation project focused on evolving TrueMoney from a service-based wallet into a personalised financial platform. Working closely with product strategists and cross-functional teams, I translated business strategies into scalable user experiences across onboarding, personalised actions, and dynamic homepage content.
Project Context
From Digital Wallet to Personalised Financial Platform
TrueMoney provides a wide range of financial services across payments, insurance, investment, credit, and lifestyle products. However, as the ecosystem expanded, the homepage became increasingly complex, making it challenging to deliver the right service to the right user at the right moment.
The goal was to redesign the homepage experience around personalisation, user intent, and lifecycle-driven recommendations.
Challenges
The homepage was one of the most valuable spaces in the product, but multiple services competed for visibility.
User Challenge
Users had different financial behaviours and needs
New users had limited data for recommendations
Important actions could be missed among promotional content
Business Challenge
Multiple business units require homepage exposure
Content prioritisation lacked a scalable framework
Promotions need better targeting instead of showing everything to everyone
Creating a Personalisation Framework—Before designing screens, we defined how TrueMoney should personalise experiences across different stages of the customer journey. The solution focused on three connected systems:
01 — Cold Start Experience
Understanding user intent from the first interaction to personalise services before behavioural data exists.
02 — Interactive Action Shelf
Delivering personalised actions, reminders, and recommendations based on user behaviour and lifecycle moments.
03 — Homepage Content Framework
Creating scalable content structures that balance user relevance and business priorities.
Design Solution
01 — Cold Start Experience
New users entered TrueMoney with different goals, but the app provided the same experience for everyone. The existing cold start selection experience also created interaction confusion because the UI did not clearly communicate selectable actions.
Design Approach
Instead of focusing only on visual improvement, we redesigned the interaction model:
Simplified selection behaviour
Improved component clarity
Reduced decision complexity
Created structured preference data for personalisation
Services were reorganised into:
Everyday Payments
Money transfer
Retail payment
7-Eleven payment
Mobile/internet top-up
Online shopping
Entertainment
Bill payment
Games & digital services
Overseas spending
Financial Opportunities
Savings
Investment
Insurance
Credit services
Outcome
Created a foundation for first-time personalisation by connecting user preferences with future recommendation systems.
Design Solution
02 — Interactive Action Shelf
Important user actions were hidden across different product journeys, while existing notifications were separated from the main user experience.
Design Approach
Designed a personalised action component based on four user scenarios:
Account-Based Alert
Critical actions users need to complete.
Example: Payment issues, verification, security actions
Funnel Recovery
Helping users continue unfinished journeys.
Example: Incomplete applications or abandoned flows
Reminder
Supporting recurring behaviours.
Example: Upcoming payments or expiring services
Wallet Growth
Encouraging deeper product adoption.
Example: eKYC, top-up, card binding, financial products
Collaborated with visual designers to create a flexible illustration system and worked with engineering teams to define implementation phases based on technical complexity. The concept was presented to leadership before moving into production delivery.
Design Solution
03 — Homepage Content Framework
As TrueMoney grew, every business unit wanted visibility on the homepage. The challenge was not adding more content — it was deciding: “What should appear, for whom, and when?”
Research & Strategy
Conducted competitor analysis and collaborated with stakeholders to define content priorities. Homepage modules were redesigned around a purpose:
Interactive Shelf — Personalised required actions
Recent & Repeat Usage — Fast access to frequent services
Content Banner — Marketing campaigns and awareness
Value Proposition Lead — New product discovery
SKU Lead — Product conversion
Outcome
Created a scalable homepage framework that allowed teams to:
Prioritise content based on user lifecycle
Support personalised recommendations
Reduce homepage complexity
Balance user needs with business objectives
Outcome
Turning Strategy Into Product Execution
Throughout the project, I worked closely with:
Product strategists to translate roadmap direction into UX solutions
UX writers to create clear communication
Marketing and business teams to align service priorities
Visual designers to build illustration systems
Engineers to plan phased implementation
Impact
This project shifted TrueMoney’s homepage from a static service directory into a personalised ecosystem designed around user behaviour and financial needs.
Created a scalable AI personalisation framework
Improved service discovery
Supported cross-service growth
Enabled smarter homepage content management
Built foundations for future recommendation experiences
"Working on TrueMoney’s homepage transformation was a great opportunity to contribute beyond interface design and be involved in product strategy decisions. It challenged me to think about how design can balance user needs, business priorities, and technical possibilities while creating scalable experiences for millions of users."
