shinkong

2021

Shin Kong Financial Website

Redesigning the website to elevate the brand identity and enhance the reading and searching experience.

Overview

Shin Kong Financial Holdings has established a strong brand image in the hearts of its customers. However, its digital transformation lags behind competitors. We reimagined Shin Kong's brand image, changing the website from being just a place for information into one that truly reflects the brand's identity. At the same time, we optimized the mobile reading experience, aligning the entire website with modern trends.

VIEW WEBSITE

MY ROLE

UI Designer

MY SKILLS

Competitive Analysis, Ideation, Branding, UI Design, Design System

TEAM

Alan Yang, Jim Chen, Walt Huang, Eden Sun, Boaz Chen

DURATION

4 months (2021.4-2021.8)

Challenges

Shin Kong struggles to stand out in the highly homogeneous financial market.
Functionality-driven content lacks a storytelling element, making it less memorable and engaging for users.

Project Goals

Optimize user experience and information disclosure, enhance the Shin Kong Financial Holding brand value.
Develop a comprehensive digital design guideline to facilitate future optimization of design consistency.

STAKEHOLDER INTERVIEW

Facilitate consensus through stakeholder interviews

We conducted stakeholder interviews with 12 stakeholders from 9 departments, inviting department leaders to share their insights and expectations for enhancing Shin Kong Financial’s brand image from a holistic perspective.

To address this issue, I guided them through brand reaction cards and images to understand the attitudes and perspectives of the leaders. After the stakeholder Interviews, we identified the brand personality that the financial group should embody, facilitating consensus among executives on the project's goal.

Stakeholder interviews

Brand reaction cards

DESIGN METHDOS

Tone & Manner is the key to shaping the emotional experience

Using the Brand Essence Wheel to identify the distinctive 'brand personality' and 'brand image,' which help define the brand's Tone & Manner. This includes visual design elements, image, and copywriting, all of which contribute to creating a unique brand experience. In addition, the website should focus on establishing an overall atmosphere, bringing users closer and creating a two-way interactive experience.

Shin Kong's Brand Essence Wheel

IDEATION & CONCEPTS

Key Messages from Brand Insights

After interview insights and brand analysis, we deliver a new brand impression. Shin Kong stays true to its traditional values, with the "Spark" concept symbolizing the passing of the torch. By encouraging open dialogue, it promotes diverse exchanges and creates a strong connection.

Mood board for new concept

SOLUTIONS

Design Highlights

We optimized the website's reading experience, improved navigation for efficient information access, and developed a digital design system for Shin Kong Corporation, enabling other subsidiaries to adhere to the guidelines.

01

Enhance the mobile reading experience

The website has lots of lists and tables that aren’t great for mobile users. We went through the information, mapped out the hierarchy, and then redesigned it to card element, so mobile users can easily scroll through and find what they need.

02

Make information faster and easier to find

According to the data, the Shareholder Area and Latest News sections receive high traffic on the website. Ｗe responded to this need by prominently featuring these sections on the homepage, so users can easily access key information.

03

Create design system for consistency & efficiency

To create the desired atmosphere, we developed a variety of visual design elements and expanded a comprehensive design system, enhancing both brand consistency and future maintenance efficiency.

REFLECTION

What did I learn?

This project focused on the website's main purpose of providing information, with users primarily navigating and searching, so the process was pretty straightforward. In addition, there weren’t many opportunities to innovate on the functional side, so we skipped exploratory user interviews.
If we have more time in the future, we could conduct a holistic Brand Equity survey to get a better understanding of how users see the Shin Kong brand. This would give us richer and more grounded insights for future improvements.