A digital-only bank, built from zero to launch, for a generation that doesn't want to feel "banked."
The existing app worked. It just felt like every other banking app: transactional, procedural, built for compliance first. BCA's target for this product Gen Z and young professionals living cashless, digital-first lives expected something closer to the apps they actually enjoyed using. Fast. Intuitive. Personal.
The real challenge wasn't "make banking digital." It was: can a legacy bank's sub-brand feel like it belongs in the same phone as Spotify and Gojek, without losing the trust a bank has to earn?
Chapter20 led design end-to-end, embedded with blu's product and engineering teams over six months.
No existing product to extend. Concept, experience architecture, and the full design system were built from a blank page, not a redesign, a first draft of everything.
Architect the system design language, components, and patterns that could scale across 80+ features without fragmenting.
Design feature-by-feature in tandem with the blu team, co-creation, not outsourced execution.
The dashboard leads with what people actually came to do: balance, quick actions, and a single clear next step. No upsell clutter, no jargon. Just a surface that feels calm to open.
Transfers, splits, and payments rewritten around how people actually talk about money: plain-language labels, forgiving inputs, and confirmations that reassure instead of warn.
A component library and tokens that let 80+ features ship fast without drifting: the same spacing, the same voice, the same feel, whether it's onboarding or a niche settings screen.
"They didn't just redesign our app. They changed how our customers feel about us."
Hype you can actually trust — Experience Design, 2025