Leo Lin

About

With a Master of Arts in Visual Art from National Pingtung University of Education, I have built a robust career in design, particularly within the financial sector. As the Senior Vice President and Head of Digital Channel Design Strategy & Design Standards at DBS Bank, I have been instrumental in enhancing user experiences and standardizing design across six primary markets. My leadership has significantly improved app ratings and customer satisfaction, growing the design team from 5 to over 100 members. Previously, I served as Vice President in various roles at DBS, focusing on design standards, onboarding experiences, and product design. My efforts have streamlined operations, improved cross-functional communication, and optimized user experiences. Additionally, I contribute to the design community as a mentor at adplist.org, sharing insights on design strategies and team management.

Experience

• Design Mentor · adplist.org01-01-2021

  Contributed experiences to the design community by providing mentorship, discussing topics such as design strategies, team management, and more.

• Senior Vice President, Head of Digital Channel Design Strategy & Design Standards · DBS Bank05-01-2019

  Created a joyful user experience with the team while authoring excellent digital financial products using best design practices. Implemented strategies that addressed user feedback by improving usability, resulting in increased customer satisfaction and engagement. Enhanced product development efficiency by standardising design across 6 primary markets. Supported 80+ designers, 1000+ engineers, and 875+ initiatives annually, resulting in increased scalability and accessibility of digital touchpoints. Drove the development of the next-generation mobile banking experiences, which increased customer satisfaction. This effort increased the average App Store rating from 2 stars in December 2019 to 4.5 stars in September 2020 and the Google Play Store reviews from 3.4 stars in December 2019 to 4.4 stars in September 2020. Led the design initiatives that met the users' needs to integrate ANZ retail banking services into the DBS banking ecosystem. As a result, the first launch App Store rating increased from 2.2 to 4.4 stars. Successfully grew the design team from 5 to over 100+ members at the group level to support the expanding portfolios of the consumer and enterprise units. Formed a high-performance team of 45 domain experts with extensive knowledge of user interface, user experience design, content strategy, and front-end engineering. The team maintained a high retention rate of 87% and received a manager effectiveness score of 97%.

• Vice President, Design Standards & DesignOps Lead · DBS Bank03-01-2018 – 03-01-2019

  Orchestrated efforts with cross-functional partners to ensure the design organisation's daily operations and run initiatives to support the development of new products by managing resources to ensure efficient use. Achieved successful outcomes in developing new products and improved communication between cross-function teams to reduce resource wastage.

• Vice President, Design Standards & Onboarding Cross Experience Lead · DBS Bank03-01-2017 – 03-01-2018

  Helped organisation scale at design, such as digital onboarding experiences across regionals to make a customer proficient in our services as quickly as possible.

• Assistant Vice President, Public Website Product Design Lead · DBS Bank03-01-2016 – 03-01-2017

  Led design initiatives to support ANZ integration, balancing stakeholder perspectives to create the best user experience practices. Developed user-centric solutions to define product functionality and conducted usability testing to optimise the user experience.

Education

• National Pingtung University of Education (NPUE)Master of Arts - MA, Visual Art

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