UOB SMS Q

The SMS ‘Q’ service allows customers to request for a queue number via SMS prior to visiting DBS/POSB branches and receive notifications on the number of customers ahead of them. By not having to wait in line, customers can use the time before their turn as they choose.

Deliverables

UX/UI Design
Mobile Experience
Product Design
Interaction Design
User Flow Optimization

Industry

Banking

Summary:

I was part of this project when it began in 2020, helping UOB introduce an SMS Branch Q feature for the bank’s desktop and mobile apps. By sending a quick text or tapping a button, customers could join branch queues remotely and reserve a spot for core services—Counter Services, Account Opening, Fixed Deposit, and Investments & Insurance—before they even arrived. It greatly reduced wait times and boosted overall customer satisfaction.