Kiwi Tseng — E-payment APP • Product Revamp

WORK

Mobile Banking

Design Strategy

UX Research

Defined personalization strategies to inform design and drive engagement

B2B APP

0-1 Product Strategy

UX Design

Built a mobile platform for 30,000+ insurance agents, streamlining workflows by 60%

Work together!

im.tsengchiwei@gmail.com

Due to confidentiality, details are limited — happy to walk through more in a private conversation.

Client

JKOPay

Duration

6M (Nov 2023 - May 2024)

My Role

UX Designer

Responsibilities

User Research, Stakeholder Workshop, Concept Validation
Wireframing, Prototyping, Design Strategy

Collaborators

Team: 1 PM, 2 UX Researchers, 2 Designers
Client: CEO, Product, Marketing, Technical R&D, BD

PROJECT OVERVIEW

Envisioning the Product’s Next Chapter

To help the client envision a next-generation version of their digital wallet, we set out to explore how the product could evolve to better address user needs and reflect the brand’s aspirations.

Through early research, co-creation workshop, and concept validation, we uncovered key opportunities and proposed strategic directions for the future experience.

MY ROLE & CONTRIBUTION

Driving Design Through Insight and Validation

I was the sole UX designer collaborating closely with the team.
Supported research synthesis to frame design opportunities.
Co-led planning of the stakeholder workshop.
Proposed two UX design directions for concept testing.
Stepped in for the Design Lead to oversee validation reporting.

PROBLEM

The Product Experience No Longer Supports Strategic Growth

The client aimed to become the go-to payment app—especially for younger users—but the experience felt outdated, cluttered, and disconnected.

Even with strong local adoption and a wide range of features, the product lacked emotional appeal, clear value communication, and everyday relevance.

To move forward, the product had to become simpler, smarter, and more meaningful.

PRODUCT VISION

Defining a Clear Path Forward through Cross-functional Alignment

Conducted a design workshop with cross-functional stakeholders to align on the product’s future direction. Synthesized research insights and strategic goals to define:

Priority user segments
High-impact opportunity areas evaluated across user needs, business value, and feasibility
Brand personality traits to inform design tone

DESIGN CHALLENGE

Designing for clarity, delight, and everyday relevance

Create a Sense of Popularity and Value
Clarify the Product’s Value
Refresh the Brand Personality

DESIGN STRATEGY

Framing Experience Strategies for Concept Validation

I created two distinct design concepts to test how different IA and experience flows could better meet user needs.

Each concept explored a unique approach to prioritizing content, guiding navigation, and delivering a sense of clarity, value, and emotional appeal.

The goal was to explore a broader opportunity space and validate which experience resonated more with target users.

VALIDATION FINDING

Resonating Through Simplicity, Clarity, and Value

User feedback revealed three key experience drivers :

Simplicity: Clear, task-based navigation made it easier to access everyday actions like pay, view bills, and check account status—without feeling overwhelmed.
Clarity: Users valued personalized info—like rewards, spending, or reminders—as long as it was timely, easy to scan, and didn’t overexpose sensitive data.
Value: Features that felt tailored (e.g. membership progress, exclusive offers) gave users a reason to come back and engage more deeply.

DESIGN SUGGESTION

Designing for Everyday Utility, Long-Term Loyalty, and Brand Trust

Reinforce the sense of reward

Surface personalized perks and progress indicators to boost engagement and highlight the benefits of continued use.

Make payments feel effortless

Streamline frequent actions like payment and top-up, and ensure supporting tools are accessible and intuitive.

Build long-term product strength

Provide light-touch financial insights and tailored recommendations to support ongoing relevance and habit formation.

Evolve the brand experience

Refresh the tone and interface to feel modern, friendly, and trustworthy—building confidence through consistency and clarity.

IMPACT

Turning Insights Into Strategic Alignment

Key outcomes from the concept validation helped shape internal discussions and provide direction for future experience evolution:

The proposed concepts clarified how users respond to different navigation flows, content structures, and value communication strategies.
The work helped align cross-functional teams around a clearer experience vision grounded in real user needs.
The proposed directions sparked broader conversations around long-term product value, user trust, and future service integration.

TESTIMONIAL

“She was consistently humble and proactive, offering sharp perspectives and strong design recommendations that helped guide the team forward.”

— Design Lead, AJA

“She came well-prepared, and always shared thoughtful, objective insights that made her a reliable think tank for the team.”

— Project Manager, AJA

Due to confidentiality, details are limited — happy to walk through more in a private conversation.

Framed strategic directions to strengthen daily engagement and boost usage

E-PAYMENT APP

ABOUT

RESUME

WORK

Mobile Banking

Design Strategy

UX Research

Defined personalization strategies to inform design and drive engagement

B2B APP

0-1 Product Strategy

UX Design

Built a mobile platform for 30,000+ insurance agents, streamlining workflows by 60%

Let’s make something great together!

im.tsengchiwei@gmail.com

Due to confidentiality, details are limited — happy to walk through more in a private conversation.

Client

JKOPay

Duration

6M (Nov 2023 - May 2024)

My Role

UX Designer

Responsibilities

User Research, Stakeholder Workshop, Concept Validation
Wireframing, Prototyping, Design Strategy

Collaborators

Team: 1 PM, 2 UX Researchers, 2 Designers
Client: CEO, Product, Marketing, Technical R&D, BD

PROJECT OVERVIEW

Envisioning the Product’s Next Chapter

To help the client envision a next-generation version of their digital wallet, we set out to explore how the product could evolve to better address user needs and reflect the brand’s aspirations.

Through early research, co-creation workshop, and concept validation, we uncovered key opportunities and proposed strategic directions for the future experience.

MY ROLE & CONTRIBUTION

Driving Design Through Insight and Validation

I was the sole UX designer collaborating closely with the team.
Supported research synthesis to frame design opportunities.
Co-led planning of the stakeholder workshop.
Proposed two UX design directions for concept testing.
Stepped in for the Design Lead to oversee validation reporting.

PROBLEM

The Product Experience No Longer Supports Strategic Growth

The client aimed to become the go-to payment app—especially for younger users—but the experience felt outdated, cluttered, and disconnected.

Even with strong local adoption and a wide range of features, the product lacked emotional appeal, clear value communication, and everyday relevance.

To move forward, the product had to become simpler, smarter, and more meaningful.

PRODUCT VISION

Defining a Clear Path Forward through Cross-functional Alignment

Conducted a design workshop with cross-functional stakeholders to align on the product’s future direction. Synthesized research insights and strategic goals to define:

Priority user segments
High-impact opportunity areas evaluated across user needs, business value, and feasibility
Brand personality traits to inform design tone

DESIGN CHALLENGE

Designing for clarity, delight, and everyday relevance

Create a Sense of Popularity and Value
Clarify the Product’s Value
Refresh the Brand Personality

DESIGN STRATEGY

Framing Experience Strategies for Concept Validation

I created two distinct design concepts to test how different IA and experience flows could better meet user needs.

Each concept explored a unique approach to prioritizing content, guiding navigation, and delivering a sense of clarity, value, and emotional appeal.

The goal was to explore a broader opportunity space and validate which experience resonated more with target users.

VALIDATION FINDING

Resonating Through Simplicity, Clarity, and Value

User feedback revealed three key experience drivers :

Simplicity: Clear, task-based navigation made it easier to access everyday actions like pay, view bills, and check account status—without feeling overwhelmed.
Clarity: Users valued personalized info—like rewards, spending, or reminders—as long as it was timely, easy to scan, and didn’t overexpose sensitive data.
Value: Features that felt tailored (e.g. membership progress, exclusive offers) gave users a reason to come back and engage more deeply.

DESIGN SUGGESTION

Designing for Everyday Utility, Long-Term Loyalty, and Brand Trust

Reinforce the sense of reward

Surface personalized perks and progress indicators to boost engagement and highlight the benefits of continued use.

Make payments feel effortless

Streamline frequent actions like payment and top-up, and ensure supporting tools are accessible and intuitive.

Build long-term product strength

Provide light-touch financial insights and tailored recommendations to support ongoing relevance and habit formation.

Evolve the brand experience

Refresh the tone and interface to feel modern, friendly, and trustworthy—building confidence through consistency and clarity.

IMPACT

Turning Insights Into Strategic Alignment

Key outcomes from the concept validation helped shape internal discussions and provide direction for future experience evolution:

The proposed concepts clarified how users respond to different navigation flows, content structures, and value communication strategies.
The work helped align cross-functional teams around a clearer experience vision grounded in real user needs.
The proposed directions sparked broader conversations around long-term product value, user trust, and future service integration.

TESTIMONIAL

“She was consistently humble and proactive, offering sharp perspectives and strong design recommendations that helped guide the team forward.”

— Design Lead, AJA

“She came well-prepared, and always shared thoughtful, objective insights that made her a reliable think tank for the team.”

— Project Manager, AJA

Due to confidentiality, details are limited — happy to walk through more in a private conversation.

Framed strategic directions to

strengthen daily engagement and boost usage

E-PAYMENT APP

PRODUCT

DESIGNER

ABOUT

RESUME

WORK

Mobile Banking

Design Strategy

UX Research

Defined personalization strategies to inform design and drive engagement

B2B APP

0-1 Product Strategy

UX Design

Built a mobile platform for 30,000+ insurance agents, streamlining workflows by 60%

Let’s make something great together!

im.tsengchiwei@gmail.com

Due to confidentiality, details are limited — happy to walk through more in a private conversation.

Responsibilities

User Research, Design Workshop, Concept Validation
Wireframing, Prototyping, Design Strategy

Collaborators

Team: 1 PM, 2 UX Researchers, 2 Designers
Client: CEO, Product, Marketing, Technical R&D, BD

Client

JKOPay

Duration

6M (Nov 2023 - May 2024)

My Role

UX Designer

PROJECT OVERVIEW

Envisioning the Product’s Next Chapter

To help the client envision a next-generation version of their digital wallet, we set out to explore how the product could evolve to better address user needs and reflect the brand’s aspirations.

Through early research, co-creation workshop, and concept validation, we uncovered key opportunities and proposed strategic directions for the future experience.

MY ROLE & CONTRIBUTION

Driving Design Through Insight and Validation

I was the sole UX designer collaborating closely with the team.
Supported research synthesis to frame design opportunities.
Co-led planning of the design workshop.
Proposed two UX design directions for concept testing.
Stepped in for the Design Lead to oversee validation reporting.

PROBLEM

The Product Experience No Longer Supports Strategic Growth

The client aimed to become the go-to payment app—especially for younger users—but the experience felt outdated, cluttered, and disconnected.

Even with strong local adoption and a wide range of features, the product lacked emotional appeal, clear value communication, and everyday relevance.

To move forward, the product had to become simpler, smarter, and more meaningful.

PRODUCT VISION

Designing for clarity, delight, and everyday relevance

Conducted a design workshop with cross-functional stakeholders to align on the product’s future direction. Synthesized research insights and strategic goals to define:

Priority user segments
High-impact opportunity areas evaluated across user needs, business value, and feasibility
Brand personality traits to inform design tone

DESIGN CHALLENGE

Designing for clarity, delight,

and everyday relevance

Create a Sense of Popularity and Value
Clarify the Product’s Value
Refresh the Brand Personality

DESIGN STRATEGY

Framing Experience Strategies for Concept Validation

I created two distinct design concepts to test how different IA and experience flows could better meet user needs.

Each concept explored a unique approach to prioritizing content, guiding navigation, and delivering a sense of clarity, value, and emotional appeal.

The goal was to explore a broader opportunity space and validate which experience resonated more with target users.

VALIDATION FINDING

Resonating Through Simplicity, Clarity, and Value

User feedback revealed three key experience drivers :

Simplicity: Clear, task-based navigation made it easier to access everyday actions like pay, view bills, and check account status—without feeling overwhelmed.
Clarity: Users valued personalized info—like rewards, spending, or reminders—as long as it was timely, easy to scan, and didn’t overexpose sensitive data.
Value: Features that felt tailored (e.g. membership progress, exclusive offers) gave users a reason to come back and engage more deeply.

DESIGN SUGGESTION

Designing for Everyday Utility,

Long-Term Loyalty, and Brand Trust

Reinforce the sense of reward

Surface personalized perks and progress indicators to boost engagement and highlight the benefits of continued use.

Make payments feel effortless

Streamline frequent actions like payment and top-up, and ensure supporting tools are accessible and intuitive.

Build long-term product strength

Provide light-touch financial insights and tailored recommendations to support ongoing relevance and habit formation.

Evolve the brand experience

Refresh the tone and interface to feel modern, friendly, and trustworthy—building confidence through consistency and clarity.

IMPACT

Turning Insights Into Strategic Alignment

Key outcomes from the concept validation helped shape internal discussions and provide direction for future experience evolution:

The proposed concepts clarified how users respond to different navigation flows, content structures, and value communication strategies.
The work helped align cross-functional teams around a clearer experience vision grounded in real user needs.
The proposed directions sparked broader conversations around long-term product value, user trust, and future service integration.

TESTIMONIAL

“Kiwi was consistently humble and proactive, offering sharp perspectives and strong design recommendations that helped guide the team forward.”

— Design Lead, AJA

“Kiwi came well-prepared, and always shared thoughtful, objective insights that made her a reliable think tank for the team.”

— Project Manager, AJA

Due to confidentiality, details are limited — happy to walk through more in a private conversation.

Framed strategic directions to

strengthen daily engagement and boost usage

E-PAYMENT APP

PRODUCT

DESIGNER

ABOUT

RESUME