Woori Bank

Transplanting a physical experience into an online space


Woori One Banking is the mobile banking service of Woori Bank that provides financial services from managing accounts to purchasing financial products.


UX Designer

I was responsible for designing user research, analyzing data, prototyping to visualize our research insights and designing the money transfer experience.


Project manager, Project lead, UX designers

Our team worked closely with stakeholders including Data analysts, Software engineers, and Content strategists.


September ~ December 2019


12%+ increase of Savings/Funds (Mobile) 
120,000+ in total versus the previous year


How can we shape
the 100-year-old bank
in digital space?

Woori bank has maintained its position as the first bank established in Korea and has been in close contact with its customers. As a service used by customers of all ages, it has accelerated a massive digital transformation venture so that more customers could manage their assets without time and location constraints.

Woori Bank's Jong-ro branch was established in 1909


A trustable brand but with great complexity

Due to the wide range of financial services that Woori Bank covers, its mobile service was initially complicated. However, they have been able to build up a sense of credibility over time due to the existence of bank branches and having face-to-face interaction with their customers.

Original version of Woori Bank’s mobile application
Defining Success

Our mission

  • Improve the user experience of the mobile application for all age groups
    Key metrics: Subscription rate of financial product through mobile app
  • Construct a digital marketing platform for financial products
    Key metrics: Retention rate and duration time of product detail pages

User Research

To understand how people manage their financial assets, we conducted 1:1 interviews with the target users.

How do people perceive finance?

Research Insights

Regardless of the amount, purchasing a single financial product could affect the individual's asset management. Customers would rather choose to postpone completing the process than submitting without confidence.

1. Being cautious in interpreting the financial terms

When I sign up for a financial product, I struggle a lot to understand difficult banking terms. I rather double-check those terms to ensure there are no mistakes.
- An interviewee (Female, 32)

2. High expectation on investment

One successful investment experience was enough to lead them to develop an interest in new products. Even customers with little experience on investment had a certain level of expectations in investment.

Investment is a field I am not familiar with, but I am definitely planning to try it someday. Maybe I should start with funds again as I’ve made some profits from them before.
- An interviewee (Male, 41)

3. Different perception of finance derives from customers’ financial status and investment propensity

The perception of finance had a large effect in determining customers’ attitude toward financial services. The range of products held by customers and their investment propensity was determined by whether they thought of financial services as a way to collect, invest, or lend their assets.

Perception on financial services of banks

Bank is no more than
accumulating and storing financial assets, not for investment

People consider banking mostly as storing their own money and lending some if necessary. People more knowledgeable in finance tend to perceive banks as more complicated compared to those less knowledgeable despite the availability of helpful bank clerks.
I got a mortgage loan from my major bank to buy my house last year. It was an easy decision for me since I have a history with them.
- An Interviewee (Male, 41)
It’s impossible to become rich just by saving money in my bank accounts. You need to invest and bank is not an option since the profits are not high.
- An Interviewee (Male, 41)
Bank branches are like a personal tutor that translates the jargons in easy words. I still don’t understand all the terms, but I can ask them back.
- An Interviewee (Male, 41)
I have to allocate at least 3 hours for visiting a bank. Most of the times are for waiting which I am not happy with.
- An Interviewee (Male, 41)
Behaviors in using financial services

The types of accounts affect the activities that people do on banking services

If they own an account that fluctuates often such as a savings account, they check their balances regularly. However, if it’s relatively static account like a loan account, they rarely check them since all they have to know is the maturity date.
I use the banking app to receive my salaries and redistribute them to other accounts.
- An Interviewee (Male, 41)
Normally, I don’t check my fund accounts since it irritates me if I didn’t earn any.
- An Interviewee (Male, 41)
In the case of my mortgage loan, I know when I need to send the interest and how long I have to pay for it. That’s why I don’t check it as often as my checking accounts.
- An Interviewee (Male, 41)
I visit my banking app frequently to keep myself updated about the balances. I usually use commuting time to transfer amounts and calculate the spare amounts.
- An Interviewee (Male, 41)
Motivation for purchasing financial products

Many external and internal social factors exist to induce people to explore financial products

People were open to seize the opportunity for their financial growth. Regardless of their financial status, people were susceptible to search for new products triggered by various situations.
I started looking for a financial product as my acquaintance experienced a huge success of making profits by investing in stocks.
- An Interviewee (Male, 41)
I am planning to increase my savings next year after my income increases. Probably, I would go for opening one more installment savings account.
- An Interviewee (Male, 41)
Even if I am not planning to purchase any financial products right now, I still am interested in taking a look at products.
- An Interviewee (Male, 41)
My bank clerk told me that I could afford special benefits if I purchase their products. Well, it definitely made me feel curious about them.
- An Interviewee (Male, 41)
Anticipation on banking service

The prolonged inconvenient experience of the banking app has lowered its expectation

I think I use the banking app to transfer large amounts of money. If not, I usually opt to use other apps for the sake of convenience.
- An Interviewee (Male, 41)
I wish I could see only the menus that I use. It would be a lot better if the banking app reflects my usage.
- An Interviewee (Male, 41)
Isn’t all banking apps are hard? Actually, after I underwent difficulties with them, I'd rather visit branches nearby my home.
- An Interviewee (Male, 41)
I use other Fintech services for transferring amounts as it’s quick. I can send amounts to my friend while having a chat on the messenger.
- An Interviewee (Male, 41)

UX Strategy

Given the diversity of customers’ attitudes toward finance, we set our northstar to increase customers' financial literacy. We expected that implanting the confidence in comprehending finance would encourage customers to manage their financial assets voluntarily in our service. Under this goal, we set three foundational strategies.

Fostering financial literacy by creating the financial line

Making information accessible by establishing predictable navigation and presenting necessary information first




Enhancing users' understanding of finance by providing personalized information
Optimizing users' financial status by extending their financial coverage

Customer Journey Map

To concretize the strategy, we've generated features that will serve each strategy and mapped them on to the users' journey. As our personas have different pain points, we've also defined key elements for each persona.

Instilling strategies into users' journey

Steady Saver
  • Interest: Hostile to high risk products
  • Purchase: Goes to bank branches to get accurate information from bank clerks
Slow Investor
  • Explore: Needs more elaboration about the products to match with their financial portfolio  
  • Decide: Lack of confidence due to insufficient product comparison
Risk Taker
  • Interest: Demands to get recommendation on specific issues that are mostly accessible via bank branches
  • Compare: Confused with the unfiltered information and hard to confirm the essential information
Aimful Challenger
  • Explore: Wants to maintain objectivity in searching information
  • Purchase: Strong desire to verify the process as it is often stated in a large contract

How might we
translate trustworthy relationships to the digital space?

UX Structure

I worked on the UI structure to deliver our insights to other teams. Going through lots of feedback cycles for design exploration, I focused on how to guide customers to address difficult and complex financial affairs just like having a friendly consultation.

Insight visualization utilizing mobile interface elements

Secure essential information for a personalized experience
Final Version
Initial Prototype
Information was distinguished by sections in order to display account information in a full screen
UI Components
Allows users to have control over the information
Final Version
Initial Prototype
Simplify navigation with a focus on managing financial assets
UI Design
Checking Accounts
Customized modes for viewing accounts ensure users can clearly check their accounts based on their preferences. Users with numerous accounts can set Prospective view to skim through the accounts, which makes fluctuations clearer. If users want to focus on fewer accounts, they can use Intensive view that displays more information beforehand.
Intensive view
Prospective view
Estimated Budget
Clearing up all the fixed expenses from their deposits, users can see the budget that they have at their disposal. Estimated budget is calculated by subtracting fixed expenses based on the users' expenditure history. The accuracy increases over time as it collects more data on where users regularly spend.
Instant Transfer
All information is cleared up to only leave 1 task per page. As a single slip during a transfer could result in irreversible failure, reducing information density would ensure that users focus on what they input. Also, the inputs stacked at the top of the screen would help users reduce their cognitive overload.
Compare Products
Users can sort out products with clearly-outlined key information. On the product list, users can select multiple products to compare their merits and demerits at a glance. Also, on the detail page, users can digest information in order of importance.
Product details
Regular Transfer
Users can manage their transfer with a list to fit their needs. The app provides a prefilled list of transactions that the user can modify as needed before making a bulk transfer. This reduces the amount of repetitive work, which also diminishes the potential for mistakes.
Users can find products that fits their financial goals; collect, invest, or lend. By simply selecting the amount, the means of delivery, and the duration, users can reach products that supports their goals regardless of product categories.
Financial Guide
Users can request more detailed explanations that fits their financial knowledge. Financial guide demystifies difficult terminology within the context so that users can quench their curiosity and have more confidence about the product.
Users can always seize the new opportunities to improve their portfolio. They can see the most popular products among others with similar backgrounds or they could learn about a new product that might contribute to their goal.

Impact on business

Fortunately, we were able to witness the effect of our solution. First, the proportion of mobile subscriptions in total subscriptions of deposits and funds increased by 12% compared to the previous year. Also, the total amount of mobile app subscription increased by 120,000 compared to the previous year.

Extending product sales on mobile

Deposits ・ Funds
Mobile subscription increase after launch

UX became the central agenda on the conventional finance organization

Although I can't disclose the actual numbers due to NDA, there was an increase in retention rates and duration time in product detail pages. However, more surprisingly, we were pleased to see that Woori bank put more stress on maintaining UX by forming a new UX team internally after the launch.

Impact on our team

Personally, it was a fruitful moment for me to contribute to a collaborative effort. Sharing our research insights on the visualized prototypes, we were able to expedite our process by reducing communication loss. Although it wasn't easy to take on this role independently, it was enlightening to see this phase adopted as a formal process in following projects.

A step towards productivity

Next Project
LG Online Store Integration