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
But with risks
The goal was to create a modern, elegant, and user-friendly website that would not only attract potential clients but also provide a seamless online experience, showcasing the studio’s expertise and allowing customers to easily book appointments and explore services.
