Building brand identity through digital experience for Krungsri Consumer

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Building brand identity through digital experience for Krungsri Consumer

Year

2021

Design at

Ogilvy & Mather Thailand

for

Krungsri Consumer

my role

Experience Designer

Introduction

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Krungsri Consumer

Krungsri Consumer is one of the company under Krungsri Group, one of the biggest financial and banking service companies in Thailand. Krungsri consumer focuses on providing loaning and credits including credit cards, car finances and also insurances. Their services are based on personalized and data driven to create an experience that targets all generations and lifestyles.

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Brands from Krungsri Consumer

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Client's challenges

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Ogilvy & Mather Thailand, the most leading brand & creative agency in Thailand, received the brief from Krungsri Consumer to build the website as one of the brand touchpoints. The current challenge is that people don't normally perceive Krungsri Consumer, they only know about the brands under Krungsri Consumer's umbrella. Their strategy is to use the website as a main brand manifesting channel to build brand engagements and trusts to all sub-brands's customers.

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Discovery & Finding

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Discovery Methods

I conducted both qualitative and quantitative methods to uncover the reason why user only perceiving the sub-brands and no one know about Krungsri Consumer. We also want to creates not only just a plain corporate website for Krungsri Consumer but we want to create a touchpoint that influences and offers values to the experience of Krunngsri Consumer.

Contextual Interview - I talked to the current customer and competitor's customer to understand the whole customer journey of using credit cards and insurances.
Search Result Analysis - I inspected all the search inquiries from google to see what they are looking for on Google.
Card Sorting and Information Architecture - There are a lot of key contents and information that Krungsri Consumer asked to present on the website.

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Define

How might we create the experience for the Krungsri Consumer Website that will be the key solution for all the target persona and help create the brand to be more perceivable.

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Design Concept

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Website Tasks

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Site Map

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Interaction Concept

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Wireframe Design

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Chayakorn P.

Building brand identity through digital experience for Krungsri Consumer

Year

2021

Design at

Ogilvy & Mather Thailand

for

Krungsri Consumer

my role

Experience Designer

Let's get in touch

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