Rebuilt SingSaver and three sister brands so more visits end in applications.

Rebuilt the platforms and how users choose

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

Each platform was rebuilt mobile first and put together from Strapi templates, so changes could be shipped across markets without rebuilding layouts each time.

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

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

Rebuilt travel insurance comparison and checkout

Travel insurance was growing fast and its comparison pages were busy, with strong plans from more than a dozen insurers.

The plan cards had looked much the same and users had to read a lot before they could see what was different, so choosing was not easy.

We organised the plans into clear tiers so users could tell them apart at a glance, cut the benefit summaries and gave the mobile version more room.

At checkout, we minimised friction at the personal details step by moving the optional fields and terms to later steps and integrating Google login. When we had enough to skip ahead, we routed people directly to the review screen, where we offered extra coverage just as users had already decided.

Returning users could now buy in just three clicks without leaving the platforms to insurers’ own sites.

Rebuilt how users selected credit cards

The range was broad and the cards were genuinely competitive, making it hard for users to choose.

The platform’s own rewards sat next to the bank’s. The filters were built for browsers and not users arriving from campaigns with high purchase intent.

We flipped the order: users could now filter by their preferred rewards, and only the cards they qualified for were shown.

A comparison view showed how those cards really differed before anyone applied, and the platform’s offer stayed separate from the bank’s.

We rebuilt the results page for mobile first, so it could be scanned. Benefits sat in a clear order. Comparison tables still worked on small screens, and card details opened over the page.

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

Built a fully tokenised, cross-brand design system

We needed to scale the design efficiently across four markets and three languages. This was made possible by tokenising the design system.

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

The designers could build for mobile first, then move layouts to another market by copying the boards and swapping the tokens.

The designers no longer had to recreate the same screens, freeing up time for strategy, testing and analytics.

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.