The bank in the phone, and the line that left the country
Nearly every launch screen, hundreds of notifications, thousands of chatbot responses and one line DBS kept using around the world.
CLIENT, FOR THE RECORDThe product launched in India, the work extended into DBS and DBS Treasures communication in India and Singapore, and the line became the bank's global brand platform.
These were all part of it.
A proper count, because “several major brands” would be both vague and suspiciously modest.
digibank by DBS
DBS BankThe assignment
In 2016, asking people to bank without a branch still required an explanation. Digibank needed to sound reassuring without borrowing the language, furniture or solemnity of a traditional bank.
My part in it
Worked with digibank and DBS teams in India and Singapore from December 2014 through 2020. For the April 2016 launch, wrote the voice, nearly every screen, hundreds of notifications and thousands of responses for the virtual assistant; the relationship continued well beyond launch.
The finished work
- End-to-end UX copy
- Virtual assistant conversation library
- Launch and lifecycle communications
- Original 'Live More, Bank Less' line
