YouTrip Family
YouTrip Family
A New Generation of Growth
A New Generation of Growth
I led the design of YouTrip’s first kid-focused product — expanding its travel DNA to families. By combining user insights, leadership alignment, team supervision and close work with engineering, we shaped an MVP that empowered kids, supported parents, and delivered business impact.
I led the design of YouTrip’s first kid-focused product — expanding its travel DNA to families. By combining user insights, leadership alignment, team supervision and close work with engineering, we shaped an MVP that empowered kids, supported parents, and delivered business impact.
Company: YouTrip
Teammates: Sebastien Kun, Nicole Teng, Meem Nordin, Si Wei Puar, Vincent Ong
Company: YouTrip
Teammates: Sebastien Kun, Nicole Teng, Meem Nordin, Si Wei Puar, Vincent Ong
Duration: Q3-Q4 2025
Deliverables: Mobile app feature
Duration: Q3-Q4 2025
Deliverables: Mobile app feature
Background
Background
YouTrip had firmly cemented its position as Singapore’s premier multi-currency travel wallet. With its foundation, we need to think long-term.
YouTrip had firmly cemented its position as Singapore’s premier multi-currency travel wallet. With its foundation, we need to think long-term.
Don’t take my word for it: 1 in every 4 Singaporean residents use it, some more active than others. With a robust foundation in place, the company recognized a significant opportunity for its next phase of growth: the family segment, which aims as a multiplier in user acquisition strategy. The underlining objective was to introduce a kid-focused product that would extend travel independence to younger users, fostering early financial literacy, while simultaneously ensuring parents retained full control and oversight. This will then secure our long-term acquisition goals.
Don’t take my word for it: 1 in every 4 Singaporean residents use it, some more active than others. With a robust foundation in place, the company recognized a significant opportunity for its next phase of growth: the family segment, which aims as a multiplier in user acquisition strategy. The underlining objective was to introduce a kid-focused product that would extend travel independence to younger users, fostering early financial literacy, while simultaneously ensuring parents retained full control and oversight. This will then secure our long-term acquisition goals.
Problem
Problem
Two core problems were observed that led to this project: flattening rate of user acquisition, and growing needs from parents and children. Both of these are validated by data and observation.
Two core problems were observed that led to this project: flattening rate of user acquisition, and growing needs from parents and children. Both of these are validated by data and observation.
In early 2025, we observed a plateau in new user acquisition, particularly within the small Singapore market. This prompted a strategic pivot toward long-term, sustainable growth. Our focus shifted to cultivating the next generation of users while simultaneously enhancing the value proposition for our existing community.We see a growing need for kid’s e-wallet product. Disappointment and distrust on big banks, especially when they launch products for kids can be found online on social media. Singapore government worked with local bank POSB to roll out a kid’s product aimed at helping local spend at schools, but parents seem to be polarised. When kids grow older, there’s an appetite to give them a sense of independence, especially when they go on school trips and socialise with their friends. Older kids (15+) would study overseas and they need flexible and secure way to send and spend money overseas
In early 2025, we observed a plateau in new user acquisition, particularly within the small Singapore market. This prompted a strategic pivot toward long-term, sustainable growth. Our focus shifted to cultivating the next generation of users while simultaneously enhancing the value proposition for our existing community.We see a growing need for kid’s e-wallet product. Disappointment and distrust on big banks, especially when they launch products for kids can be found online on social media. Singapore government worked with local bank POSB to roll out a kid’s product aimed at helping local spend at schools, but parents seem to be polarised. When kids grow older, there’s an appetite to give them a sense of independence, especially when they go on school trips and socialise with their friends. Older kids (15+) would study overseas and they need flexible and secure way to send and spend money overseas
Growing disappointment on traditional banks, as well as distrust when they issue kids' products
Growing disappointment on traditional banks, as well as distrust when they issue kids' products
Challenges
Challenges
A major consideration was how to position the product. Unlike competitors such as Revolut, Monzo, gohenry, POSB SmartBuddy, or OCBC MyOwn, YouTrip isn’t built around financial literacy. It’s a travel wallet at its core. So, we had to communicate the right message — one that stayed true to YouTrip’s identity while still appealing to families.
A major consideration was how to position the product. Unlike competitors such as Revolut, Monzo, gohenry, POSB SmartBuddy, or OCBC MyOwn, YouTrip isn’t built around financial literacy. It’s a travel wallet at its core. So, we had to communicate the right message — one that stayed true to YouTrip’s identity while still appealing to families.
We did competitive review for main players like Revolut, POSB, OCBC and gohenry (in the UK)
We did competitive review for main players like Revolut, POSB, OCBC and gohenry (in the UK)
By linking the product to overseas travel and multi-currency support, YouTrip avoids a direct, losing fight against local banks on day-to-day allowance features, instead focusing on the multi-currency advantage. Competing with Revolut, YouTrip has the strongest share of mind among Singaporean parents, and we have to utilise it to the fullest.
The product offers a highly efficient way to acquire customers—the children—who will become fully independent customers later, while simultaneously serving the existing adult users who are desperately looking for a child banking product that’s better than his OCBC experience. It’s a strategic move to gain “a little money... but great efficiency”.
In conclusion, YouTrip Family is a strategic move to defend and grow YouTrip’s core territory—overseas travel and cross-border payments—by locking in the next generation of travelers and becoming the indispensable financial tool for the entire family’s international trips. The task was to strike a careful balance: something innovative yet commercially sound, new yet unmistakably YouTrip.
By linking the product to overseas travel and multi-currency support, YouTrip avoids a direct, losing fight against local banks on day-to-day allowance features, instead focusing on the multi-currency advantage. Competing with Revolut, YouTrip has the strongest share of mind among Singaporean parents, and we have to utilise it to the fullest.
The product offers a highly efficient way to acquire customers—the children—who will become fully independent customers later, while simultaneously serving the existing adult users who are desperately looking for a child banking product that’s better than his OCBC experience. It’s a strategic move to gain “a little money... but great efficiency”.
In conclusion, YouTrip Family is a strategic move to defend and grow YouTrip’s core territory—overseas travel and cross-border payments—by locking in the next generation of travelers and becoming the indispensable financial tool for the entire family’s international trips. The task was to strike a careful balance: something innovative yet commercially sound, new yet unmistakably YouTrip.
We aligned with leadership on how to position our product as compared to the other ones in Singapore
We aligned with leadership on how to position our product as compared to the other ones in Singapore
From user point of view, the core user problem YouTrip Family is solving is the lack of a safe, controlled, and internationally-viable financial tool for a child’s first independent, cross-border financial and travel experiences. From business point of view, the launch of YouTrip Family necessitates evolving our success metrics. While overall GTV remains important, we must introduce segmented metrics like Activated Child Accounts and Domestic GTV % to accurately measure the feature’s unique contribution to the business.We ended up deciding on this value proposition:
From user point of view, the core user problem YouTrip Family is solving is the lack of a safe, controlled, and internationally-viable financial tool for a child’s first independent, cross-border financial and travel experiences. From business point of view, the launch of YouTrip Family necessitates evolving our success metrics. While overall GTV remains important, we must introduce segmented metrics like Activated Child Accounts and Domestic GTV % to accurately measure the feature’s unique contribution to the business.We ended up deciding on this value proposition:
Position YouTrip Family as a travel-focused solution for families — while driving everyday, domestic usage to build familiarity, habit, and product stickiness.
Position YouTrip Family as a travel-focused solution for families — while driving everyday, domestic usage to build familiarity, habit, and product stickiness.
This allows YouTrip to stay aligned with its core identity as a travel wallet, while entering the family/kids segment without overpromising on financial education.
This allows YouTrip to stay aligned with its core identity as a travel wallet, while entering the family/kids segment without overpromising on financial education.
Approach
Approach
We used design-led processes and tools to discover and validate real user pain and needs. As a first-of-its-kind project, we also established strong alignment and rapid feedback loops with leadership, engineering, and product management.
We used design-led processes and tools to discover and validate real user pain and needs. As a first-of-its-kind project, we also established strong alignment and rapid feedback loops with leadership, engineering, and product management.
For three weeks, we conducted in-person and remote research, inviting parents and children to our office. We inquired about their money management practices, financial goals, and travel habits, as well as their perceptions of YouTrip and how the product could be seamlessly offered to them.
For three weeks, we conducted in-person and remote research, inviting parents and children to our office. We inquired about their money management practices, financial goals, and travel habits, as well as their perceptions of YouTrip and how the product could be seamlessly offered to them.
Discovery session with users, both remote and on-site. It was just nice that June 2025 was a school holiday!
Discovery session with users, both remote and on-site. It was just nice that June 2025 was a school holiday!
The project was initially codenamed YouTrip Kids, reflecting our early focus on creating a safe and practical payment experience for children. However, as research unfolded, it became clear that parents played an equally central role—not only in providing oversight but also in shaping their children’s financial habits and independence. This insight led to an evolved direction: YouTrip Family—a travel-focused solution designed for families, balancing parental control with kids’ growing autonomy. Our findings showed that kids’ financial needs and independence evolve with age—from dependence and guided spending (7–10), to gradual self-management (11–14), and full independence (15–18). By positioning YouTrip Family as an extension of YouTrip’s core travel identity, the product bridges everyday family usage with long-term brand loyalty, allowing children to “graduate” seamlessly into independent YouTrip users as they grow.
The project was initially codenamed YouTrip Kids, reflecting our early focus on creating a safe and practical payment experience for children. However, as research unfolded, it became clear that parents played an equally central role—not only in providing oversight but also in shaping their children’s financial habits and independence. This insight led to an evolved direction: YouTrip Family—a travel-focused solution designed for families, balancing parental control with kids’ growing autonomy. Our findings showed that kids’ financial needs and independence evolve with age—from dependence and guided spending (7–10), to gradual self-management (11–14), and full independence (15–18). By positioning YouTrip Family as an extension of YouTrip’s core travel identity, the product bridges everyday family usage with long-term brand loyalty, allowing children to “graduate” seamlessly into independent YouTrip users as they grow.
User research planning and interview sheet
User research planning and interview sheet
With close collaboration and alignment with leadership, I played a key role in defining the product’s vision and scope, ensuring it resonated with YouTrip’s strategic direction. After initial alignment, we conducted another round of user testing with a prototype, followed by further alignment with leadership. At one point, we did an all-day workshop with the Chief Product Officer.
With close collaboration and alignment with leadership, I played a key role in defining the product’s vision and scope, ensuring it resonated with YouTrip’s strategic direction. After initial alignment, we conducted another round of user testing with a prototype, followed by further alignment with leadership. At one point, we did an all-day workshop with the Chief Product Officer.
Co-creation workshop with the Chief Product Officer, Arthur Mak
Co-creation workshop with the Chief Product Officer, Arthur Mak
This was followed by rigorous concept testing, where various product ideas were evaluated for their appeal and feasibility.
We also found out that to educate users about its value proposition, it also comes from the physical packaging when they receive the card, so we prototyped some idea, like small card to introduce the features, and some sticker packs to personalise.
This was followed by rigorous concept testing, where various product ideas were evaluated for their appeal and feasibility.
We also found out that to educate users about its value proposition, it also comes from the physical packaging when they receive the card, so we prototyped some idea, like small card to introduce the features, and some sticker packs to personalise.
From the case study deck: Concept-testing the prototype in front of kids and parents
From the case study deck: Concept-testing the prototype in front of kids and parents
The metrics we would use on this project would be fundamentally different than that of the core product. If we measure success on the core product mainly by Gross Transaction Value (GTV), we measure YouTrip Family’s success by user acquisition and combined GTV across international and domestic spends. But more importantly, it’s a long-term game.
The metrics we would use on this project would be fundamentally different than that of the core product. If we measure success on the core product mainly by Gross Transaction Value (GTV), we measure YouTrip Family’s success by user acquisition and combined GTV across international and domestic spends. But more importantly, it’s a long-term game.
An illustration of how the YouTrip Family product metrics differ/expand slightly from the core.
An illustration of how the YouTrip Family product metrics differ/expand slightly from the core.
Timeline of events.
Timeline of events.
A significant part of the action involved working hand-in-hand with the product and engineering teams. Together, we meticulously scoped a Minimum Viable Product (MVP) that effectively balanced user desires with business imperatives.
A significant part of the action involved working hand-in-hand with the product and engineering teams. Together, we meticulously scoped a Minimum Viable Product (MVP) that effectively balanced user desires with business imperatives.
Solution
Solution
Every user flow, from activation to transaction, was meticulously designed to be intuitive, transparent, and trustworthy. The goal was to create an experience that felt natural and secure, while simultaneously integrating seamlessly into the established YouTrip brand experience.
Every user flow, from activation to transaction, was meticulously designed to be intuitive, transparent, and trustworthy. The goal was to create an experience that felt natural and secure, while simultaneously integrating seamlessly into the established YouTrip brand experience.
A significant part of the action involved working hand-in-hand with the product and engineering teams. Together, we meticulously scoped a Minimum Viable Product (MVP) that effectively balanced user desires with business imperatives. This process demanded a nuanced understanding of two distinct audiences: parents and children.
For parents, the design focused on instilling confidence and providing robust oversight, incorporating essential features such as customizable spend limits, easy top-up functionalities, and clear visibility into their children’s transactions.
For the younger users, the emphasis was on simplicity, fostering a sense of freedom, and cultivating ownership over their personalized YouTrip card.
This intense back-and-forth collaboration spanned two quarters, covering delivery sprints that catered to all use cases, content strategy, interaction design, flows, edge cases, and how to work with customer service through a self-service portal, alongside close collaboration with engineering and product for capacity planning.
Every user flow, from activation to transaction, was meticulously designed to be intuitive, transparent, and trustworthy. The goal was to create an experience that felt natural and secure, while simultaneously integrating seamlessly into the established YouTrip brand experience. This holistic approach ensured that YouTrip Family not only met its immediate objectives but also upheld the brand’s reputation for reliability and user-friendliness.
A significant part of the action involved working hand-in-hand with the product and engineering teams. Together, we meticulously scoped a Minimum Viable Product (MVP) that effectively balanced user desires with business imperatives. This process demanded a nuanced understanding of two distinct audiences: parents and children.
For parents, the design focused on instilling confidence and providing robust oversight, incorporating essential features such as customizable spend limits, easy top-up functionalities, and clear visibility into their children’s transactions.
For the younger users, the emphasis was on simplicity, fostering a sense of freedom, and cultivating ownership over their personalized YouTrip card.
This intense back-and-forth collaboration spanned two quarters, covering delivery sprints that catered to all use cases, content strategy, interaction design, flows, edge cases, and how to work with customer service through a self-service portal, alongside close collaboration with engineering and product for capacity planning.
Every user flow, from activation to transaction, was meticulously designed to be intuitive, transparent, and trustworthy. The goal was to create an experience that felt natural and secure, while simultaneously integrating seamlessly into the established YouTrip brand experience. This holistic approach ensured that YouTrip Family not only met its immediate objectives but also upheld the brand’s reputation for reliability and user-friendliness.
Outcomes
Outcomes
YouTrip Family is planned to be launched in Q1 2026 and is under development.
YouTrip Family is planned to be launched in Q1 2026 and is under development.
YouTrip Family isn’t just a feature update—it’s a strategic growth engine. We are projecting 40,000 new child accounts and a 22% lift in Annual GTV by 2026. Engagement is expected to skyrocket with a 600% increase in monthly interactions, all while slashing our acquisition costs by 30%.Internally, this marked a major cultural shift. It was our first design-led project in five years, moving us away from top-down product mandates to deep, on-site UX research. While cross-team collaboration was a huge win, we learned that locking in resource alignment earlier is key to smoother launches in the future.
YouTrip Family isn’t just a feature update—it’s a strategic growth engine. We are projecting 40,000 new child accounts and a 22% lift in Annual GTV by 2026. Engagement is expected to skyrocket with a 600% increase in monthly interactions, all while slashing our acquisition costs by 30%.Internally, this marked a major cultural shift. It was our first design-led project in five years, moving us away from top-down product mandates to deep, on-site UX research. While cross-team collaboration was a huge win, we learned that locking in resource alignment earlier is key to smoother launches in the future.
