ZA BANK & ONLINE INSURANCE
ZA Bank was a company that started from scratch when I joined. It was funded by SoftBank. I led the user experience team to help the company secure various licenses, and it eventually became the largest virtual bank in Hong Kong.
BACKGROUND
I joined ZA as a Senior UX Manager and served as the head of the User Experience group. Initially, I led a team of 5 UI designers, UX designers, and user researchers to support various business areas, including banking, insurance, and charity. The team size later grew to 10. Despite having half the headcount of 6 other sufficiently funded virtual banks, including Tencent, Ant Financial, and Standard Chartered, we were able to compete effectively.
APPROACH
With limited resources, I developed a strategy focused on optimizing the bank account opening flow. The key metrics we tracked were the time spent on account opening and the success rate, as this flow was the first step users needed to complete before becoming true customers. At the same time, we also established a strong standard for the overall user experience.
IMPACT
We achieved a 98% success rate for users completing the KYC (Know Your Customer) procedure to open bank accounts. Customers provided feedback that it was convenient to open an account at our virtual bank. This was crucial when all the virtual banks launched at the same time, helping us become the number one virtual bank in Hong Kong's competitive financial market.
No.1
No.1 Virtual Bank in Hong Kong
98%
Success rate for users completing the KYC