Kiwi Tseng — Mobile Banking • Personalization Design Strategy

WORK

B2B APP

0-1 Product Strategy

UX Design

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

E-payment

Product Revamp

UX Design

Framed strategic directions to strengthen daily engagement and boost usage

Work together!

im.tsengchiwei@gmail.com

Client

Taipei Fubon Bank

Duration

2M (Sep 2023 - Nov 2023)

My Role

Project Lead, UX Researcher

Responsibilities

Internal Usability Testing, Design Suggestion

Collaborators

Team: 1 PM, 1 UX Researcher
Client: Product Owner

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

PROJECT OVERVIEW

Validating Early Personalization Concepts

Commissioned by Taipei Fubon Bank, I led internal usability testing to evaluate early design concepts, focusing on new personalization experiences.

MY ROLE & CONTRIBUTION

UX Research Lead – From Planning to Insight

As the Project Lead and UX Researcher, I directed the planning and execution of the study.
While the overall study covered multiple features, I owned analysis and reporting for the personalization concept, identifying key user insights and delivering actionable design suggestions.

KEY INSIGHT

Four Dimensions That Influence the Effectiveness of Personalization

Placement matters

Personalized content should support, not interrupt, users’ primary tasks. It must feel optional and supportive.

Timeliness and control

Users want flexibility in how and when content is shown—perceived relevance depends heavily on timing and delivery frequency.

Motivating scenarios

Prompts tied to transactions or benefits, especially when paired with timely promotional reminders, were most engaging.

Clarity drives engagement

Clear, concise language focused on a single message, combined with personalized incentives, significantly increased user interest and action.

DESIGN SUGGESTION

Designing for Relevance, Clarity, and Timing

I recommended content placement strategies that position personalized messages as helpful rather than promotional.
I developed a structured copywriting approach to ensure consistency, clarity, and alignment with user expectations.

IMPACT

Shaping Product Direction and Stakeholder Trust

Delivered clear personalization principles grounded in user behavior, shaping the team’s design direction.
Prompted the client to adjust the product timeline to accommodate key UX recommendations.
Earned positive recognition from senior stakeholders, paving the way for continued collaboration on future projects.

TESTIMONIAL

“Thoughtful, organized, and quick to adapt. She clearly communicates insights and proactively refines the research approach when needed.”

— UX Researcher, AJA

“She helped me notice design details I would’ve missed, and I learned a lot from her—especially in communication, interviews, and design thinking.”

— Intern, AJA

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

Defined personalization strategies to inform design and drive engagement

MOBILE BANKING

ABOUT

RESUME

WORK

B2B APP

0-1 Product Strategy

UX Design

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

E-payment

Product Revamp

UX Design

Framed strategic directions to strengthen daily engagement and boost usage

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

Taipei Fubon Bank

Duration

2M (Sep 2023 - Nov 2023)

My Role

Project Lead, UX Researcher

Responsibilities

Internal Usability Testing, Design Suggestion

Collaborators

Team: 1 PM, 1 UX Researcher
Client: Product Owner

PROJECT OVERVIEW

Validating Early Personalization Concepts

Commissioned by Taipei Fubon Bank, I led internal usability testing to evaluate early design concepts, focusing on new personalization experiences.

MY ROLE & CONTRIBUTION

UX Research Lead – From Planning to Insight

As the Project Lead and UX Researcher, I directed the planning and execution of the study.
While the overall study covered multiple features, I owned analysis and reporting for the personalization concept, identifying key user insights and delivering actionable design suggestions.

KEY INSIGHT

Four Dimensions That Influence the Effectiveness of Personalization

Placement matters

Personalized content should support, not interrupt, users’ primary tasks. It must feel optional and supportive.

Timeliness and control

Users want flexibility in how and when content is shown—perceived relevance depends heavily on timing and delivery frequency.

Motivating scenarios

Prompts tied to transactions or benefits, especially when paired with timely promotional reminders, were most engaging.

Clarity drives engagement

Clear, concise language focused on a single message, combined with personalized incentives, significantly increased user interest and action.

DESIGN SUGGESTION

Designing for Relevance, Clarity, and Timing

I recommended content placement strategies that position personalized messages as helpful rather than promotional.
I developed a structured copywriting approach to ensure consistency, clarity, and alignment with user expectations.

IMPACT

Shaping Product Direction and Stakeholder Trust

Delivered clear personalization principles grounded in user behavior, shaping the team’s design direction.
Prompted the client to adjust the product timeline to accommodate key UX recommendations.
Earned positive recognition from senior stakeholders, paving the way for continued collaboration on future projects.

TESTIMONIAL

“Thoughtful, organized, and quick to adapt. She clearly communicates insights and proactively refines the research approach when needed.”

— UX Researcher, AJA

“She helped me notice design details I would’ve missed, and I learned a lot from her—especially in communication, interviews, and design thinking.”

— Intern, AJA

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

Defined personalization strategies

to inform design and drive engagement

MOBILE BANKING

PRODUCT

DESIGNER

ABOUT

RESUME

WORK

B2B APP

0-1 Product Strategy

UX Design

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

E-payment APP

Product Revamp

UX Design

Framed strategic directions to strengthen daily engagement and boost usage

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

Internal Usability Testing, Design Suggestion

Collaborators

Team: 1 PM, 1 UX Researcher, 1 Intern
Client: Product Owner

Client

Taipei Fubon Bank

Duration

2M (Sep 2023 - Nov 2023)

My Role

Project Lead, UX Researcher

PROJECT OVERVIEW

Validating Early Personalization Concepts

Commissioned by Taipei Fubon Bank, I led internal usability testing to evaluate early design concepts, focusing on new personalization experiences.

MY ROLE & CONTRIBUTION

UX Research Lead –

From Planning to Insight

As the Project Lead and UX Researcher, I directed the planning and execution of the study.
While the overall study covered multiple features, I owned analysis and reporting for the personalization concept, identifying key user insights and delivering actionable design suggestions.

KEY INSIGHT

Four Dimensions That Influence the Effectiveness of Personalization

Placement matters

Personalized content should support, not interrupt, users’ primary tasks. It must feel optional and supportive.

Timeliness and control

Users want flexibility in how and when content is shown—perceived relevance depends heavily on timing and delivery frequency.

Motivating scenarios

Prompts tied to transactions or benefits, especially when paired with timely promotional reminders, were most engaging.

Clarity drives engagement

Clear, concise language focused on a single message, combined with personalized incentives, significantly increased user interest and action.

DESIGN SUGGESTION

Designing for Relevance, Clarity, and Timing

I recommended content placement strategies that position personalized messages as helpful rather than promotional.
I developed a structured copywriting approach to ensure consistency, clarity, and alignment with user expectations.

IMPACT

Shaping Product Direction and

Stakeholder Trust

Delivered clear personalization principles grounded in user behavior, shaping the team’s design direction.
Prompted the client to adjust the product timeline to accommodate key UX recommendations.
Earned positive recognition from senior stakeholders, paving the way for continued collaboration on future projects.

TESTIMONIAL

“Thoughtful, organized, and quick to adapt. Kiwi clearly communicates insights and proactively refines the research approach when needed.”

— UX Researcher, AJA

“Kiwi helped me notice design details I would’ve missed, and I learned a lot from her—especially in communication, interviews, and design thinking.”

— Intern, AJA

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

Defined personalization strategies

to inform design and drive engagement

MOBILE BANKING

PRODUCT

DESIGNER

ABOUT

RESUME