Jackson Lim
I bring over 10 years of experience leading product design initiatives within technology-driven environments, applying design thinking to shape data-informed, customer-centric solutions.
My work focuses on translating complex business and data requirements into intuitive, accessible, and high-impact user experiences that drive value.
Organisations I have worked with and for
Works
Cruise 360
#01
360° view of customer data for banking sales and servicing teams
MyWorld
#02
Everyday employee services in one unified digital workplace
MyOwn Avatar
#03
A digital banking companion that guides children through their financial journey
Cruise 360
360° view of customer data for banking sales and servicing teams
Cruise 360
Background
CRUISE is OCBC's CRM for frontline teams, but key customer information was spread across multiple screens and tools.
CRUISE 360 consolidates this into a single, scan-friendly view so staff can quickly understand the customer, their holdings, and next actions—while staying compliant.
The Challenge
Fragmented Experience
Extra navigation and repeated checking across tools
Slower Resolution
Time lost searching for critical customer information
Compliance Risk
Risk of missed flags and incorrect status handling under time pressure
Understand
Users
Goals
Key Workflows
Branch Staff
Serving walk-in customers with personalised service expectations
Contact Centre CSEs
Manage inbound calls/emails, logging interactions, tracking SRs, resolving complaints within SLA/TAT
Operations Staff
Maintaining forms and knowledge, improving workflows, and reducing AHT
Faster, More Accurate Servicing
Customer information in a single, easy-to-scan 360 experience
Responsible Sales & Support
Helping staff identify customer needs and cross-sell effectively
View & Verify
Customer overview — profile, segmentation, alerts/flags, balances and holdings
Track & Resolve
Manage Service Requests and follow-ups with first-touch resolution when possible
Document & Route
Record interactions for auditability, capture feedback, and route via internal systems
Understand
Scenario Tested
Key Constraints
Key Themes
Facilitated walkthroughs to validate CRUISE 360 in real servicing contexts, stress-testing navigation, documenting flows and pain points, and aligning teams on Day 1 & Day 2 priorities.
Identity & Access
Update contact details, reset credentials, verify banking status
Transactions
Investigate and resolve transaction disputes and unrecognised charges
Card & Loan Servicing
Close or cancel credit cards. check loan balances and repricing details
High-volume Servicing
Teams work under time pressure, UI to be scan-friendly with clear actions
Compliance & Auditability
Statuses must be clear and traceable for policy, audit, and risk
Multi-device Layouts
Work across desktop and Surface Pro with limited screen real estate
Cross-team Scalability
Reusable, consistent components and delivery standards
Define
Jobs to be done
Explore
Discover
Decide & Act
Converge —
Customer orientation
Diverge —
Verification & investigation
Converge —
Resolution & next steps
Identify the customer & intent
Scan signals & priorities
Verify identity & assess
Investigate details fast
Resolve and follow through
Confirm the right customer and the reason for contact or walk-in
See holdings, key flags, notes, open SRs, and priority indicators at a glance
Confirm identity, digital access, risk flags, and what actions are allowed
Drill into CASA, cards, loans, and related details to answer or validate the enquiry
Create or update SRs, capture notes, confirm next steps, and guide the next action
Access profile, notes, and audit trail without losing context
Use jump links and grouped sections to reduce scrolling and hunting
Verify before performing any sensitive servicing actions
Support SR-first and 360-first entry depending on servicing intent
Transition into next-best conversation when the servicing task is resolved
Define
Value–Effort Matrix
Define
From research findings, we prioritised immediate improvements whilst identifying longer-term opportunities.
Day 1 Priorities
Day 2 Priorities
Key Actions Prominent
Put 'Add SR' at profile banner; limit displayed SRs to 4
Improved Scan, Reduced Friction
Improve alignment, copy-to-clipboard formatting, rationalise duplicated sections
Next Best Conversation
Recommend staff the next relevant customer conversation
CASA Clarity
Show ledger + available balance; make status clearer; Debit Card under CASA
Unified Lists
Consolidate SR + CSR across branch and contact centre
Section Search
Add jump-to functionality to individual sections
Bilingual Support
Support Mandarin Chinese names and other languages
Future Proofing
Define the 'Total Relationship Balance' scope, streamline content
Define
L1 — Global navigation (top-level destinations)
Top entry points aligned to user intent (e.g., Overview, Customer Details, Financial Portfolio, Regional Premier)
L2 — Content groups (within each L1)
Scannable section clusters that reduce hunting (e.g., Assets/Liabilities, SRs, Security & Verification)
L3 — Detail pages (entity/product drill-ins)
Deep-dive pages for product/domain tasks (e.g., CASA, Credit Card, Loans)
L3.1 — Sub-tabs / sub-sections (within L3)
Consistent sub-navigation within detail pages (e.g., Transactions, Rewards, Waiver, EDP)
Global — States, indicators & data attributes
Cross-cutting statuses shown contextually anywhere (e.g., active/closed, joint, hold/earmark, currency)
Design
Design System
To support parallel delivery across CRUISE 360 streams and future operations platforms, we established a design system that codified layout and interaction standards.
This included spacing and grid rules, card and accordion behaviours, attention indicators such as tags and counts, and action placement across expanded and collapsed states.
This reduced UI inconsistency, improved handoff quality, and enabled squads to ship faster with less rework.
Design
Servicing Snapshot
Design
Customer Details
Outcomes
–38%
Measured via Contact Centre reporting as average time per case from call start to closure
↓Average Handling Time (AHT)
Reduced time spent searching across screens by surfacing key customer context and actions upfront
Measured via Qualtrics intercept surveys (February 2026)
↑Employee Satisfaction Score (ESAT)
Improved monthly-average employee satisfaction by simplifying day-to-day workflows
Measured via post-release stakeholder survey on experience and delivery confidence
↑Trust
Increased stakeholder confidence in design-led delivery through shared patterns and standards
MyWorld
Everyday employee services in one unified digital workplace
MyWorld
Background
MyWorld was created to bring everyday employee services into one unified digital workplace. It consolidates fragmented tools and manual processes into a single platform, making it faster and easier for employees to complete everyday tasks.
The Challenge
Fragmented Employee Experience
Routine tasks were spread across multiple tools and systems
Reduced Efficiency
Employees lost time searching, switching, and tracking status
Manual & Paper-Based Workflows
Many common processes still relied on offline steps and forms
Understand
Users
Goals
Key Workflows
Employees
Desk-based and mobile employees who needed fast access to everyday services
Managers & Approvers
Need visibility into requests, approvals, reminders, and team-related tasks
New Joiners
Need help navigating internal processes, tools, policies, and acronyms
One Platform
Fragmented systems into one single intuitive experience across platforms
Digital Self-Service
Resolve common issues independently through guided self-service flows
Leave & Claims
Submit, manage, and track leave, claims, and approvals in one place
Digital Service Desk
AI self-service support layer that helps employees resolve common IT issues
Search & Buddy
Search intranet documents, acronyms, and get quick answers via Buddy
Understand
Employee Labs
Key Constraints
Key Themes
Employee Labs created a recurring research practice, bringing employees across roles, countries, and functions into regular discovery and feedback sessions.
Capture Real Behaviour
Direct verbatim, workarounds, frustrations, and emotional cues
Test Assumptions
Review journeys, concepts, and identify role-specific differences
Build Shared Empathy
Stakeholders heard employee pain points firsthand, informing prioritisation
Legacy Habits
Encourage employees to move away from manual, decentralised workflows
Scale
Serving 30,000 employees across 19 countries and regions
Live Product
Changes had to be shipped within an active platform, with min. disruption
Cross-Device Expectations
Employees switched between desktop and mobile by task
Unified Access Wins
Everyday tasks should live in one place, without switching across tools
Self-Service Drives Efficiency
Employees should be able to resolve common issues quickly
Visibility Matters
Pending actions, status, balances, and reminders should be visible at a glance
Mobile Enables Action
On-the-go actions to be designed for how employees actually work
Define
Jobs to be done
Explore
Discover
Decide & Act
Converge —
Access & orientation
Diverge —
Self-service & discovery
Converge —
Tracking & next steps
Get access to work
Understand what needs attention
Resolve routine tasks myself
Find answers fast
Track status & take action
Open MyWorld and quickly reach the tools I need
Check leave balance, pending actions, requests, and reminders
Complete leave, claims, support, access, and bookings without manual follow-up
Search for tools, documents, policies, and acronyms with Buddy
Follow request status, approvals, and next steps on desktop or mobile
Get quick mobile actions
(Scan QR, Unlock My ID, Staff Pass)
Find nearby tools and spaces
(Hot desk, locker, meeting room)
Stay on top of work
(Notifications, reminders, status)
Help new joiners navigate
(Internal tools, policies, acronyms)
Define
Define Success Across 3 Levels
How employees feel about MyWorld shapes trust, confidence, and continued use in everyday work.
The quality of end‑to‑end journeys shapes how employees feel about MyWorld overall.
The quality of individual interactions shapes how employees experience the journey.
Design
MyWorld
Design
Buddy
Outcomes
25,000+
Measured via monthly active users across OCBC
↑Monthly Active Usage
Strong adoption across the organisation, with MyWorld becoming part of employees' day-to-day work
Measured via Qualtrics intercept surveys (Average over the last 2 years)
↑Employee Satisfaction Score (ESAT)
Streamlined day-to-day work, with over 9 million requests processed annually
+64
Measured via Qualtrics over last 2 years based on employee likelihood to recommend MyWorld
↑Net Promoter Score (NPS)
Strengthened trust in MyWorld, reflecting employees' likelihood to recommend
Awards
Most Innovative Use of Technology — Banks
Qorus Innovator of the Year — APAC 2025; Gold in Future Workforce 2024
Gartner Awards 2024 — Excellence in Employee Engagement
WatersTechnology Asia Awards 2024 — Best IT Initiative
IDC Best in Future of Work Singapore 2023
NN/g Intranet Design Annual 2023
Excellence in Digital Transformation Silver, Malaysia 2023
Singapore Employee Experience of the Year 2022, 2023
MyOwn Avatar
A digital banking companion that guides children through their financial journey
MyOwn Avatar
Background
MyOwn Account is designed for children aged 7–15, helping parents transfer allowances, monitor spending, and introduce financial literacy habits early.
MyOwn Avatar was introduced to enhance engagement with a customisable avatar and conversational assistant.
The Challenge
Limited Financial Literacy
App usage is mostly functional, limiting opportunities to build financial literacy
Low Youth Engagement
Children mainly use the app for quick tasks with little incentive to explore
Balancing Parents & Youth
Create an engaging experience for children while preserving parental control
Understand
Users
Goals
Key Workflows
Children (7–15)
Mainly use the app for PayNow, check balances, and transactions
Parents / Guardians
Transfer allowances and monitor the child's spending activity
Promote Early Financial Literacy
Introduce simple concepts like saving, budgeting, and responsible spending
Build Long–Term Relationships
Engage children early and position OCBC as their primary bank as they transition into adulthood, creating lifetime customer value
Parental / Guardian Oversight
Ensure parents or guardians retain visibility and control over the child's financial activity
Increase Youth Engagement
Increase engagement through gamification
Avatar Setup
Create and customise their personalised avatar
Daily Banking Tasks
Check balances, view transactions, and make payments
Financial Learning
Engage with MyOwn Avatar and educational content to build financial literacy habits
Understand
Customer Labs
Key Constraints
Key Themes
Rather than relying on assumptions, we conducted face-to-face prototype testing with children aged 10–15, alongside discussions with parents using the MyOwn Avatar.
Capture Real Behaviour
Observed how children interact with the avatar, customisation, and conversational features
Test Assumptions
Validate whether gamification and avatars would increase engagement
Understand Parent Perspectives
Explored parental expectations around control, monitoring, and education
Limited Device Access
Children <12 often have restricted phone access controlled by parents
Functional Usage Habits
Most children use the app mainly for PayNow or basic transactions
Parental Oversight
Parents expect visibility and control over spending and account activity
Regulated Environment
Features must remain compliant with regulations and security standards
Engagement Needs Purpose
Children saw avatars as "nice to have" unless offered interaction or rewards
Customisation Drives Interest
Customisation appeals to children who express themselves through avatars
Education Through Play
Embed financial literacy naturally rather than as separate, boring lessons
Parental Trust First
Maintain strong visibility and control features that give parents confidence
Define
Jobs to be done
Explore
Discover
Decide & Act
Set up &
choose avatar
Engage & learn
Manage money
Customise avatar
Chat with Money Buddy
Take quizzes & play
Save up for goals
Send & receive money
Pick a character, theme, and accessories that feel personal
Ask questions, get guidance, and check status conversationally
Mini-games and quizzes embed money concepts naturally
Set goals, track progress, and learn budgeting habits
PayNow, transfer, and view transactions safely
Express yourself from day one
(Character, theme, accessories)
Talk to Buddy naturally
(Tips, questions, guidance)
Earn coins & level up
(Challenges, streaks, rewards)
Track savings & send safely
(Goals, balance, transactions)
Define
A Digital Banking Companion
A youth banking experience built around three core pillars.
Designed to make banking more engaging for children while maintaining parental trust and oversight.
Identity
A customisable avatar that builds ownership, self-expression, and connection with the app
Conversation
Money Buddy helps children navigate everyday banking tasks through simple, guided interactions
Learning
Quizzes and prompts introduce financial literacy in a more natural and engaging way
Design
Financial Literacy
The avatar acts as Money Buddy, an AI-powered companion that helps children manage everyday banking through natural conversation.
It supports tasks such as checking balances, viewing transactions, managing debit cards, answering banking questions, and learning through quizzes.
Design
Avatar & Customisation
Children can personalise their avatar's appearance, choosing from different characters, expressions, accessories, and themes.
This sense of ownership helps children feel more connected to the app and gives them a reason to return and explore beyond everyday transactions.
End