Siam Commercial Banking SME Banking
Redefining SME banking with enhanced usability and personalised digital solutions.
Siam Commercial Bank aimed to revolutionise the digital experience for small and medium-sized enterprises (SMEs) by enhancing their online banking platform. The goal was to create a user-friendly and personalised experience tailored to the unique needs of SMEs.
The revamp website focused on intuitive navigation, efficient tools, and personalised recommendations, helping businesses manage their finances more effectively and access tailored solutions to support their growth.
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Client
Siam Commercial Bank
Role
Lead UI Designer / Art Director
Agency
VML
Date
2020
Objectives
The SCB SME Website Revamp project aimed to elevate the digital experience for SME customers of Siam Commercial Bank (SCB), a leading universal bank in Thailand. By focusing on usability enhancements and personalized financial solutions, the project sought to strengthen SCB’s position as a trusted partner for SMEs.

  • Enhance usability and accessibility of the SCB SME website.

  • Increase engagement through personalised financial solutions.

  • Align the website design with SCB’s brand values of trust, innovation, and customer-centricity.

Workshop Insights and Kick-off
The project commenced with comprehensive business and customer experience workshops, where we collaborated with SCB stakeholders and SME representatives to delve into customer experience, define jobs to be done, and conduct ideation sessions.
As a UI designer, these initial sessions were crucial for uncovering user pain points and understanding the unique needs of SME clients. Insights gathered during these workshops emphasized the importance of user-centric design and highlighted the demand for personalised financial solutions tailored to SME needs.
Research Findings
Through user interviews and focus groups, valuable insights emerged that shaped our design approach.

As a UI designer, I gleaned firsthand perspectives on SME owners’ preferences for simplified financial terms and real-time updates. These findings underscored the importance of creating an intuitive UI that simplifies complex financial information while integrating interactive elements that enhance user engagement.

Insights also highlighted opportunities to elevate SCB’s digital presence through clear, accessible pathways to information and services, addressing user pain points identified during the research phase.

Design Direction
In defining the design direction for the SCB SME website, I focused on creating a smart, approachable, and digital interface that resonates with SME owners. The design process began with analysing a list of competitors provided by SCB, supplemented with additional research to identify trends and aspirations. This competitive analysis inspired us to curate the website's look and feel, ensuring it stood out while aligning with industry standards.
We presented three concepts to the client, each with distinct art directions. Style Tiles, consisting of fonts, colors, and interface elements, were used to communicate the essence of each visual brand direction. The client selected "The Pinnacle" for its emphasis on visual storytelling, persuasive imagery, and emotional engagement. This concept leverages compelling visuals and persuasive copywriting to guide users through their financial journey, addressing pain points and offering supportive solutions.
Crafting the User Interface
As the UI designer for the SCB SME website revamp, my approach focused on creating a modern, clean UI that enhances usability and accessibility. By leveraging user-centric principles, I aimed to develop a digital platform that not only meets the functional needs of SMEs but also provides a visually appealing and intuitive experience.
Homepage

The homepage was designed to serve as a comprehensive introduction to SCB SME services, featuring a clear and intuitive navigation structure. Key services and information were prominently displayed, ensuring that users could quickly find what they needed.

The design incorporated a balance of imagery and clean UI elements to create a welcoming and professional atmosphere. This approach was intended to immediately engage users and guide them through their financial journey, with prominent call-to-action buttons to facilitate easy access to essential features.

Loan Calculator

The loan calculator was developed as an intuitive tool to help SMEs explore various loan options seamlessly. The clean design ensured that the tool was easy to use, with straightforward inputs and immediate, clear results. This feature was integrated seamlessly into the user journey, allowing SMEs to assess their loan possibilities without feeling overwhelmed by complexity.

Key design considerations included creating a user-friendly interface with simplified input fields and step-by-step guidance to make the loan calculation process straightforward and stress-free. Results were displayed in an easy-to-understand format for better comprehension. Additionally, seamless integration ensured the loan calculator was accessible from multiple points on the site, allowing users to engage with it naturally as part of their exploration.

Product Recommender

The product recommender page leveraged personalized data insights to recommend suitable financial solutions tailored to each SME’s unique requirements. My role as a UI designer involved creating an interactive and dynamic interface that guides users through a personalized journey.

The design is a 3-step process that begins with multi-select boxes, allowing users to provide specific business details such as revenue size (monthly or yearly), industry type, and business needs. This interactive approach ensures the recommender engine generates accurate and relevant product suggestions.

Key Takeaway
The SCB SME website revamp project underscored the importance of a user-centric design approach, driven by comprehensive research and direct user engagement.

By focusing on usability, accessibility, and personalized experiences, we created a digital platform that effectively meets the needs of SMEs. The project highlighted the critical role of empathy in design, the value of continuous feedback, and the need for iterative development to achieve optimal user satisfaction. Ultimately, the redesigned website positions SCB as a supportive and innovative partner for SMEs, reinforcing its commitment to helping businesses thrive.

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