Digital Card
Issuance
The Client
ING Bank — one of Australia's largest digital banks, serving over 1 million customers.
The Challenge
Give customers a way to manage their card digitally — no more relying on the physical card alone.
Approach
End-to-end design — from research through to dev handover, working closely with engineering to ship a net-new feature.
Understanding the landscape
The insight: users didn't distrust the feature — they just didn't know when the card was ready. The activation moment was unclear.
Framing the problem
Users needed confidence their digital card was real, secure and usable — without a physical card to anchor that trust.
Designing with constraints
Tight loops with engineering, daily. Six iterations on the activation screen alone before it felt right.
Handing over with precision
An annotated Figma handover framework — later adopted as the template for future projects across ING's design team.
250k card views. 124k customers. One new section.
The feature launched in September 2024 and quickly hit scale — 250k card views since launch, 124k customers using the digital card, and 6k average daily views of card details.
Beyond the numbers, the handover framework I built during this project became the template for future projects across ING's design team. This was the first net-new product I owned end-to-end — and it changed how I think about designing with engineers, not just for them.
What I'd do differently
I'd push for user research earlier in the compliance phase. We spent time designing around constraints that turned out to be more flexible than we'd assumed — earlier stakeholder alignment would have unlocked better solutions sooner.
I'd also spend more time stress-testing the onboarding for first-time ING customers specifically, not just existing card holders. They had a meaningfully different mental model.