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CTBC Bank | Official Website, APP, LINE OA

CTBC Bank | Official Website, APP, LINE OA

YEAR

2024

SERVICES

  • AI

  • Fintech

CTBC Bank, one of Taiwan’s largest private banks, has actively pursued a digital transformation. In response to evolving technology, the bank has implemented AI and data analytics, advancing smart services and platform integration to become a sustainable, life-centric financial platform.

PROJECT OVERVIEW

Reshaping Brand Identity: Connecting Daily Financial Digital Touchpoints

As financial behaviors diversify, CTBC has pushed digital transformation to deliver a consistent, recognizable brand experience. Yet challenges persisted: weak brand continuity across website and app, uniform product layouts that limited promotion, and unclear positioning of the LINE account with low conversion. Partnering with Goons, CTBC refreshed its brand style and guidance design across all three platforms, aiming for a more consistent and dynamic digital experience.

Goons's Role

  • Stakeholder Alignment

  • Website & Brand Redesign Strategy

  • Brand Visuals Identity x Yaga

  • UIUX Design

  • User Research

  • AEM Front-end Development

ACHIEVEMENT

Integrating Three Platform Experiences to Create a Consistent and Tangible Digital Service

Users often struggle with hard-to-find services, unclear navigation, and difficult comparisons, leaving the brand disconnected from their experience. To address this, Goons proposed a redesign: enhance product curation on the website with unified templates, improve app visibility by adjusting the homepage to user behavior, and optimize LINE with diverse info cards for real-time communication and segmented guidance. We also highlighted financial security and digital services, reinforcing CTBC’s values of being “trustworthy and approachable.”

  • Certified

    Accessibility

    A

    level

  • Integrated

    Product Departments

  • User Interviews

    +

    Sessions

  • Product & Marketing Templates

    +

    Styles

CHALLENGE

  • 01

    Integrate cross-platform interfaces to create a consistent and scalable brand experience

    Financial services involve diverse use cases, often spanning various digital channels, including websites, apps, and Line. Maintaining brand consistency across diverse interfaces and scenarios was a primary challenge for this project. Starting with the brand's visual language, we designed a consistent yet flexible design system tailored to the interaction patterns and technical limitations of each channel. Furthermore, considering accessibility guidelines to ensure a clear and engaging brand experience for all users.

  • 02

    Strike a strategic balance between diverse unit needs and the user perspective

    Banks often struggle with complex internal demands that cause information overload and fail to meet real user needs, leading to low conversion despite wide exposure. To address this, we restructured goals into three visions—brand, business, and service—and, through data analysis, surveys, and interviews, distilled eight departments’ requests into six main entry points. Combined with clear guidance across the service journey, this framework reduces internal friction and strengthens conversion potential.

  • 03

    Establish consistent standards for product modules while maintaining flexibility

    Financial products have diverse features and marketing needs, making it hard to keep layouts consistent yet flexible. Goons created 12 modular card templates, designed from survey and interview insights, to support both data-driven and story-driven content. The result: clearer communication, faster content production, and an easier way for users to grasp product highlights across platforms.

    • BRAND STRATEGY

    PRODUCT STRATEGY

    Brand Link

    Connect brand products and services through visual imagery

    Cross-platform brand card module

    Enhance product highlights to help users quickly identify product features

    Highlight brand value and service vision

    Use lightweight information presentation to display financial-friendly services across platforms

    Combining fixed notifications with remarketing

    Optimizing notification messages and layout to create conversion points for retargeting

    Enhancing digital feature introductions

    Use visual images to help users understand new digital features and services

    Download

    Android

    Android

    iOS

    IOS

    Unlike typical UX work, this project balanced user experience with strong sales needs. Optimized notifications, clearer marketing info, and simpler menus aim to boost service growth.

    Yun
    Goons｜UX Researcher

    Thrilled to craft a new cross-platform identity with CTBC! The redesign was a big yet rewarding journey, showcasing CTBC’s trusted brand with new possibilities.

    Yuu
    Goons｜UI Designer

    The project balanced UX with multi-department goals. By refining menu logic and guidance, we improved usability and made LINE OA a key gateway to CTBC digital finance.

    Tina
    Goons｜PM

    The project explored balancing diverse needs while building a consistent user experience. In digital finance, design became the bridge linking brand, business, and users—fostering warmer connections.

    Yenting
    Goons｜UX Designer

    Unlike typical UX work, this project balanced user experience with strong sales needs. Optimized notifications, clearer marketing info, and simpler menus aim to boost service growth.

    Yun
    Goons｜UX Researcher

    Thrilled to craft a new cross-platform identity with CTBC! The redesign was a big yet rewarding journey, showcasing CTBC’s trusted brand with new possibilities.

    Yuu
    Goons｜UI Designer

    The project balanced UX with multi-department goals. By refining menu logic and guidance, we improved usability and made LINE OA a key gateway to CTBC digital finance.

    Tina
    Goons｜PM

    The project explored balancing diverse needs while building a consistent user experience. In digital finance, design became the bridge linking brand, business, and users—fostering warmer connections.

    Yenting
    Goons｜UX Designer

    Unlike typical UX work, this project balanced user experience with strong sales needs. Optimized notifications, clearer marketing info, and simpler menus aim to boost service growth.

    Yun
    Goons｜UX Researcher

    Thrilled to craft a new cross-platform identity with CTBC! The redesign was a big yet rewarding journey, showcasing CTBC’s trusted brand with new possibilities.

    Yuu
    Goons｜UI Designer

    The project balanced UX with multi-department goals. By refining menu logic and guidance, we improved usability and made LINE OA a key gateway to CTBC digital finance.

    Tina
    Goons｜PM

    The project explored balancing diverse needs while building a consistent user experience. In digital finance, design became the bridge linking brand, business, and users—fostering warmer connections.

    Yenting
    Goons｜UX Designer

    Unlike typical UX work, this project balanced user experience with strong sales needs. Optimized notifications, clearer marketing info, and simpler menus aim to boost service growth.

    Yun
    Goons｜UX Researcher

    Thrilled to craft a new cross-platform identity with CTBC! The redesign was a big yet rewarding journey, showcasing CTBC’s trusted brand with new possibilities.

    Yuu
    Goons｜UI Designer

    The project balanced UX with multi-department goals. By refining menu logic and guidance, we improved usability and made LINE OA a key gateway to CTBC digital finance.

    Tina
    Goons｜PM

    The project explored balancing diverse needs while building a consistent user experience. In digital finance, design became the bridge linking brand, business, and users—fostering warmer connections.

    Yenting
    Goons｜UX Designer

    Unlike typical UX work, this project balanced user experience with strong sales needs. Optimized notifications, clearer marketing info, and simpler menus aim to boost service growth.

    Yun
    Goons｜UX Researcher

    Thrilled to craft a new cross-platform identity with CTBC! The redesign was a big yet rewarding journey, showcasing CTBC’s trusted brand with new possibilities.

    Yuu
    Goons｜UI Designer

    The project balanced UX with multi-department goals. By refining menu logic and guidance, we improved usability and made LINE OA a key gateway to CTBC digital finance.

    Tina
    Goons｜PM

    The project explored balancing diverse needs while building a consistent user experience. In digital finance, design became the bridge linking brand, business, and users—fostering warmer connections.

    Yenting
    Goons｜UX Designer

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