Customer Identity
Customer Identity Project
Unified Authentication & SSO for a Thai Fintech Ecosystem
This project was developed for a major Thai fintech ecosystem composed of multiple consumer facing digital services, including banking, credit, investment, delivery, and auto loans. Previously, each platform had its own login, creating fragmented user experiences and redundant authentication processes.
The Customer Identity system introduced a secure Single Sign On (SSO) that allows users to access all platforms under one account, reducing friction and improving retention.
Goals
- Provide a consistent, secure login experience across multiple platforms
- Reduce friction from repeated authentication across services
- Build user trust with centralized, transparent consent and data sharing flows
- Lay the foundation for a scalable identity infrastructure to support future business units
My Role
As the UX designer leading the experience side of the project, I worked closely with product owners, engineers, and legal/compliance teams to design a secure yet intuitive authentication system.
Key contributions:
- Created hi fi wireframes for all key screens, including login, signup, linking accounts, and error states
- Conducted flow audits across existing services to align user journeys
- Designed for accessibility and responsiveness across mobile and web
- Defined component logic to support future extensibility (e.g. biometric login, OTP fallback)
- Balanced UX clarity with compliance (PDPA), ensuring legal alignment on consent and data use
Design Highlights
- Unified login and registration flows with consistent UX patterns
- Account linking between platforms with minimal user effort
- Smart error messages and fallback options for failed logins
- Support for biometric, passcode, and OTP authentication
- Clean, user friendly consent and session management interfaces
- Built as a white label solution ready to onboard new business units
Outcomes
- Deployed across multiple high traffic digital platforms in the ecosystem
- Reduced user frustration from managing multiple credentials
- Boosted retention by streamlining cross platform access
- Increased business agility: new services can now plug into the SSO system quickly
- Demonstrated the impact of UX leadership in enhancing technical infrastructure and long term scalability
Outcomes: Leading UX Strategy for Ecosystem Scaling
The Customer Identity initiative was not a simple UI refresh for login screens.
It established a foundational Identity Infrastructure—driven by UX strategy—to support the rapid expansion of SCB TechX’s fintech ecosystem.
Strategic Scaling & Agility
Unified SSO for Faster Business Agility
Designed a secure and intuitive Single Sign-On (SSO) framework that allows new digital services to plug seamlessly into the ecosystem.
This significantly increased business agility and enabled faster market rollout for new products.
Future-ready Architecture
Defined scalable component logic and flows that support future enhancements such as biometric authentication, OTP fallback, and white-label extensions for new business units.
UX Leadership in Infrastructure Design
Demonstrated how strong UX leadership can elevate technical foundations—creating infrastructure that is flexible, scalable, and built for long-term growth.
User Experience & Deployment Impact
Improved Retention and Reduced Friction
Resolved fragmented login experiences and redundant authentication steps, allowing users to access all platforms with a single identity.
This reduced user frustration and improved retention across the entire ecosystem.
Trust & Compliance by Design
Introduced clean and transparent Consent Management and Session Management experiences, aligning with PDPA requirements and strengthening user trust.
Successful Deployment Across High-Traffic Platforms
The identity system was deployed across multiple high-traffic digital products—proving its reliability, performance, and readiness for real-world operational environments.
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