Evolving from an e-commerce wallet to a standalone, high-trust financial platform tailored for Southeast Asia's largest economy
Amidst user churn, ShopeePay Indonesia recognized that its e-commerce-heavy UI hindered financial credibility. This initiative transforms ShopeePay into a standalone app to capture the 40% of non-Shopee users within the digital payment market. For our 120M+ registered users, the mission is to eliminate UI complexity, improve load speeds, and deliver a high-trust, professional financial service.
Lead Product Designer (End-to-End)
Establish Trust: Leverage SeaBank's design language to create a streamlined, "Banking-Grade" experience that reinforces ShopeePay's position as Indonesia's #1 E-wallet (2023–24).
Systemic Consistency: Harmonize the SeaMoney product ecosystem (SeaBank, SPayLater) through a unified component-based framework to accelerate development and design scalability.
Empower Growth: Refactor information architecture and localized UX to lower the cognitive barrier for non-Shopee users, driving seamless entry into our financial ecosystem.
Scale & Sync: Build a comprehensive component library integrating Credit and Insurance modules, then synchronize with development and regional design teams.
Checkout Success: Native UI migration slashed timeouts, lifting final payment completion by 14%.
Native Speed: Core loading time slashed from 3.5s to 0.8s, ensuring instantaneous financial trust.
Service Efficiency: Transaction-related complaints dropped by 21% due to real-time status feedback.
Designing for the Next Billion Users requires more than aesthetics; it requires deep empathy for the socio-economic and technical infrastructure of the region.
Performance is the premium UI; clarity is the ultimate trust.
