Unifying DBS Marketplace
Increasing site discoverability for new partners
DBS Marketplace is an ecosystem platform providing non-banking services like budgeting tools for housing, flight, and hotel deals. Our goal is to create a platform that is not just scalable, but pushing the potential to showcase the most active partners in the market.
Client
DBS Bank
Client
DBS Bank
Client
DBS Bank
Industries
Financial Services, Banking
Industries
Financial Services, Banking
Industries
Financial Services, Banking
Date
2019
Date
2019
Date
2019
Recognition
Global Most Innovative Digital Banking in 2021
Recognition
Global Most Innovative Digital Banking in 2021
Recognition
Global Most Innovative Digital Banking in 2021
Challenges
To showcase new partners effectively, as the layout and low discoverability of top-of-funnel traffic are limiting their visibility.
Process
A scalable website to showcase more partners.
Introduce Marketplace value proposition with unity
Improved engagement from top-of-funnel traffic.
Challenges
To showcase new partners effectively, as the layout and low discoverability of top-of-funnel traffic are limiting their visibility.
Process
A scalable website to showcase more partners.
Introduce Marketplace value proposition with unity
Improved engagement from top-of-funnel traffic.
Challenges
To showcase new partners effectively, as the layout and low discoverability of top-of-funnel traffic are limiting their visibility.
Process
A scalable website to showcase more partners.
Introduce Marketplace value proposition with unity
Improved engagement from top-of-funnel traffic.
Problem
Sprint development delays caused rushed decisions, resulting in unclear user story requirements. This confusion and misalignment among team members resulted in frequent scope changes and compromised design consistency.
Problem
Sprint development delays caused rushed decisions, resulting in unclear user story requirements. This confusion and misalignment among team members resulted in frequent scope changes and compromised design consistency.
Problem
Kick off
We started with an hypothesis that users will be engaged if they see content from a set of personas
A prototype was created to test on our first design with the concept of personified journey. The early phase of research focused on quick testing with users.
Kick off
We started with an hypothesis that users will be engaged if they see content from a set of personas
A prototype was created to test on our first design with the concept of personified journey. The early phase of research focused on quick testing with users.
Kick off
A prototype was created to test on our first design with the concept of personified journey. The early phase of research focused on quick testing with users.
Testing
Test users expressed a preference for a comprehensive view of the platform's offerings, rather than having options narrowed down.
With testing, users experienced difficulty connecting with the personas and found them to be abstract.
Testing
Test users expressed a preference for a comprehensive view of the platform's offerings, rather than having options narrowed down.
With testing, users experienced difficulty connecting with the personas and found them to be abstract.
Testing
With testing, users experienced difficulty connecting with the personas and found them to be abstract.
How might we introduce different ecosystem partners of DBS marketplace and encourage discovery interaction?
→ Our goal
How might we introduce different ecosystem partners of DBS marketplace and encourage discovery interaction?
→ Our goal
How might we introduce different ecosystem partners of DBS marketplace and encourage discovery interaction?
→ Our goal
Research
Drawing inspiration for our next hypothesis from how e-commerce websites pique users' curiosity
E-commerce pique users' curiosity by,
Making users feel relatable by associating with brands.
Having an systematic way of showing multiple products & categories.
Excite users through showing value upfront.
Research
Drawing inspiration for our next hypothesis from how e-commerce websites pique users' curiosity
E-commerce pique users' curiosity by,
Making users feel relatable by associating with brands.
Having an systematic way of showing multiple products & categories.
Excite users through showing value upfront.
Research
E-commerce pique users' curiosity by,
Making users feel relatable by associating with brands.
Having an systematic way of showing multiple products & categories.
Excite users through showing value upfront.
Testing
We segmented the hypothesis, conducted A/B tests with Adobe Target, and tracked the performance
We tracked and measured click rates on different sections provided insight into user preferences. Results shows displaying deals and brands resulted in wider page engagement compared to the initial design.
Testing
We segmented the hypothesis, conducted A/B tests with Adobe Target, and tracked the performance
We tracked and measured click rates on different sections provided insight into user preferences. Results shows displaying deals and brands resulted in wider page engagement compared to the initial design.
Testing
We tracked and measured click rates on different sections provided insight into user preferences. Results shows displaying deals and brands resulted in wider page engagement compared to the initial design.
The approach
Creating a scalable site to display more ecosystem partners of DBS Marketplace
The approach
Creating a scalable site to display more ecosystem partners of DBS Marketplace
The approach
Creating a scalable site to display more ecosystem partners of DBS Marketplace
01
Explore marketplace through deals
By setting a first impression through DBS Marketplace deals instead of just showing different generic categories of what marketplace is. The new component is now scalable to show case different value proposition from DBS Marketplace.
01
Explore marketplace through deals
By setting a first impression through DBS Marketplace deals instead of just showing different generic categories of what marketplace is. The new component is now scalable to show case different value proposition from DBS Marketplace.
01
By setting a first impression through DBS Marketplace deals instead of just showing different generic categories of what marketplace is. The new component is now scalable to show case different value proposition from DBS Marketplace.
02
Optimise Content Relevance
We continuously evaluate and refine content formats to determine what engages users most effectively. By collaborating with the Marketing team and using Adobe Target, we applied advanced segmentation to tailor content based on diverse user profiles. Multivariate testing helped us identify what resonates best with each segment, leading to noticeable improvements on the site.
02
Optimise Content Relevance
We continuously evaluate and refine content formats to determine what engages users most effectively. By collaborating with the Marketing team and using Adobe Target, we applied advanced segmentation to tailor content based on diverse user profiles. Multivariate testing helped us identify what resonates best with each segment, leading to noticeable improvements on the site.
02
We continuously evaluate and refine content formats to determine what engages users most effectively. By collaborating with the Marketing team and using Adobe Target, we applied advanced segmentation to tailor content based on diverse user profiles. Multivariate testing helped us identify what resonates best with each segment, leading to noticeable improvements on the site.
Results
After further A/B testing, we refined the final design by incorporating social proofing into the copy and implementing a new layout.
More users engaged with the newly designed page instead of simply navigating through the main menu, successfully achieving our goal.
Results
After further A/B testing, we refined the final design by incorporating social proofing into the copy and implementing a new layout.
More users engaged with the newly designed page instead of simply navigating through the main menu, successfully achieving our goal.
Results
More users engaged with the newly designed page instead of simply navigating through the main menu, successfully achieving our goal.
My Learnings
To build a scalability layout design of additional partners and services and engagement,
Understand User Engagement Needs: For a site meant for exploration, users prefer a straightforward view of all available deals rather than content divided into segments or personas.
Create a strong initial impact by having targeted introduction that highlights immediate value can better capture user interest and drive exploration.
Test and Iterate on Content Relevance. Continuously test content formats to determine what resonates best with your users.
My Learnings
To build a scalability layout design of additional partners and services and engagement,
Understand User Engagement Needs: For a site meant for exploration, users prefer a straightforward view of all available deals rather than content divided into segments or personas.
Create a strong initial impact by having targeted introduction that highlights immediate value can better capture user interest and drive exploration.
Test and Iterate on Content Relevance. Continuously test content formats to determine what resonates best with your users.
My Learnings
To build a scalability layout design of additional partners and services and engagement,
Understand User Engagement Needs: For a site meant for exploration, users prefer a straightforward view of all available deals rather than content divided into segments or personas.
Create a strong initial impact by having targeted introduction that highlights immediate value can better capture user interest and drive exploration.
Test and Iterate on Content Relevance. Continuously test content formats to determine what resonates best with your users.