Rebuilding SingSaver and three sister brands so more visits end in an application.

Rebuilding the platforms and how people choose

We redesigned all four consumer brands from the ground up, along with the corporate site and the Creatory marketing site.

Each one was rebuilt for the phone first and put together from Strapi templates, so a change could ship across markets without rebuilding the layout each time.

We rebuilt the credit card, loan, insurance and investment journeys end to end. Filters and sorting now work the same way in every market.

In the English-language markets we showed less at once and let people open more when they wanted it. In Mandarin and Cantonese, readers expect more on the page, so we kept the detail and made the order clearer.

Rebuilding travel insurance comparison and checkout

Travel insurance was growing fast and the comparison pages were busy, with strong plans from more than a dozen insurers. Choosing between them was the hard part.

Every plan card looked much the same, so people read a lot before they could see what was different.

We put the plans into clear tiers so they could be told apart at a glance, cut the benefit summaries back, and gave the phone version more room.

At checkout, the personal details step was where we could gain the most on both sites. We moved terms and optional fields to later steps.

Google login fills in what we already know. And when we have enough to skip ahead, people go straight to the review screen. Extra cover is offered inside that step, while people are already deciding.

A returning customer can now buy in three clicks, without being sent to an insurer’s own site.

Rebuilding how people pick a credit card

The range was broad and the cards were genuinely competitive, which is what made the list the hardest place to choose.

The platform’s own rewards sat next to the bank’s, and the filters were built for browsing while someone arriving from a campaign wanted to narrow down.

We changed the order. People coming from a campaign now say what reward they want first, and only the cards they qualify for come back.

A comparison view shows how those cards really differ before anyone applies, and the platform’s offer stays separate from the bank’s.

We rebuilt the results page for the phone first, so it can be scanned. Benefits sit in a clear order. Comparison tables still work on a small screen. Card details open over the page, so nobody loses their place.

Before the application we cut the required fields, simplified the form, and checked answers as people typed.

Building the design system

We built a fully tokenised cross-brand design system.

Components, type, spacing and sizing are set for each screen size. The language sets the dictionary and the fonts. Each brand has its own tokens for colours, logos, menus and footers.

A designer could build for the phone first, then move a layout to another market by copying the board and swapping the tokens.

The time that had gone into redrawing the same screens went into strategy, testing and reading the numbers.

Valuable takeaways

Working inside a company is faster than advising it from outside.

One token-based design system takes the repeat work out of running four markets. AI speeds things up when you point it at production work and keep it away from the judgment calls.