Green Link Digital Bank
Role & Responsibilities: Lead UI/UX Designer – defined the product’s design language, created reusable resources, and established shared tools.
Duration: 06/2021 – 11/2021
Tools: Figma
As part of the founding team for Green Link, a digital bank in Singapore born from the collaboration between Greenland and Linklogis, I was entrusted with a critical mission: to design and implement a comprehensive design system that would unify and streamline product design across all offerings.
Given the complex nature of banking products, where security, compliance, and usability must coexist, building a robust and scalable design framework was essential to ensure long-term efficiency, consistency, and cross-team alignment.
Key Challenges
Inconsistent User Experience: Existing international product versions lacked a unified design system, resulting in a fragmented UI and UX. Design interpretations varied across business units, compounding inconsistencies.
High Development Costs: Frequent redesigns and team transitions consumed resources inefficiently, inflating costs and delaying milestones.
Unclear Decision-Making: As the product scaled, subjective opinions often influenced design direction, creating misalignment and undermining user experience.
I led the creation of the Link UI – International Design System, defining clear design rules, building reusable UI components, and establishing interaction patterns that became the backbone of Green Link’s product ecosystem. My role covered the full spectrum of design work—from user research and interaction design to visual system creation and cross-team delivery.
Key Results
- Designed and delivered 380+ high-fidelity screens covering all core business flows, ensuring consistency across touchpoints.
- Created end-to-end experiences for two user roles (suppliers and admin), mapping complete workflows and optimizing them for task efficiency.
- Built a Design System covering 95% of core UI elements and business scenarios, enabling rapid scaling and reducing design debt.
- Conducted multiple in-depth user interviews and usability testing; 90% of participants completed core tasks successfully on their first attempt.
- Achieved a 70% direct adoption rate of proposed designs in the MVP, retained in later iterations.
- Improved delivery consistency and reduced cross-team communication overhead.
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The Design System became the foundation for subsequent international product launches.
Achievements
- Harmonized Aesthetics and Usability – Developed the Link UI – International Design System to unify visual language, interaction patterns, and user flows across all product interfaces.
- Structured for Scalability – Applied the Atomic Design Methodology (atoms, molecules, organisms, templates, pages) to ensure modularity, adaptability, and ease of maintenance.
- Research-Driven Interaction Design – Leveraged insights from user interviews and testing to shape workflows, navigation structures, and component behaviours, improving overall task success rates.
- Cross-Functional Collaboration – Worked closely with developers in multiple iteration cycles to refine components, resolve edge cases, and maintain consistency across platforms.
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Operational Efficiency – Reduced inconsistencies and resource inefficiencies, allowing the team to focus on creative problem-solving and business-critical innovation.
The resulting system not only resolved immediate UI and UX challenges but also established a scalable, professional design foundation, positioning Green Link to deliver a seamless, high-quality digital banking experience and setting a new benchmark for future products.
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