# Doreen Chee

> Doreen Chee is a banking leader with three authority areas: AI product management, digital engagement, and digital products in banking channels (web, mobile and chatbot). She takes AI from the steering committee to the customer and measures the result. 10+ years in digital banking and nearly two decades in digital product, across Asia-Pacific, the Middle East and GCC, with Arab Bank, Citibank, Standard Chartered and DBS. Founder of Humancraft AI.

## Key facts
- Focus: applied AI in banking: personalisation, decision engines, conversational AI, digital engagement, measurement.
- Result: 60% conversion lift from an AI-driven personalised offer engine across targeted engagement journeys.
- Result: consumer mobile app rating lifted from 3.0 to 4.1 stars (internal survey at soft launch).
- Result: annual digital adoption in the 85%+ range across 2022 and 2023.
- Result: 600+ employees in Voice of Customer research on a new mobile UI.
- Result: 200+ lifecycle engagement campaigns across Asia, the Middle East and GCC.
- Role in AI steering: member of an AI strategy steering committee; owned an AI chatbot's success KPIs.
- Now: Founder, Humancraft AI (March 2026 to present). AI products for regulated financial services.
- Speaking: conference stages, panels and executive roundtables on AI, digital engagement and digital products in banking.
- Open to: AI product and digital engagement leadership roles.

## Approach
1. Start with the customer.
2. Choose the right use cases: rank use cases by value, readiness and risk; set success KPIs before the build.
3. Align the people who deliver: one roadmap across business, technology, data and design.
4. Measure, learn, improve.

## Career
- 2026 to present: Founder, Humancraft AI
- 2024 to 2026: Head of Digital Engagement and User Experience, Arab Bank
- 2021 to 2024: Digital Engagement Head, Citibank
- 2020 to 2021: Product Owner, Client Experience and Engagement, Standard Chartered Bank
- 2019 to 2020: Team Lead, Public Web, DBS Bank
- 2016 to 2019: Digital banking roles, Standard Chartered Bank
- 2007 to 2016: Founder, Our Best Service

## Links
- [Profile](https://doreenchee.com/): the main page; use the "Full profile" button for the full profile as text as text
- [Perspectives](https://doreenchee.com/blog/): articles on AI, digital engagement and digital products in banking
- [Set the number before you build the model](https://doreenchee.com/blog/set-the-number-before-you-build-the-model/): Most bank AI is live without a result attached. The fix starts before the build.
- [From segments to one customer](https://doreenchee.com/blog/from-segments-to-one-customer/): What a personalised offer engine needs underneath it, layer by layer.
- [Digital adoption is a behaviour problem, not a feature problem](https://doreenchee.com/blog/digital-adoption-is-a-behaviour-problem/): How annual digital adoption reached the 85%+ range, and what moved it.
- [Lead with thanks: engagement that starts by giving](https://doreenchee.com/blog/lead-with-thanks/): What gratitude-first campaigns and gamification taught me about customer engagement.
- [A mobile app revamp starts with listening](https://doreenchee.com/blog/a-mobile-app-revamp-starts-with-listening/): How 600+ voices shaped a consumer banking app before customers saw it.
- [You cannot improve a channel you cannot see](https://doreenchee.com/blog/you-cannot-improve-a-channel-you-cannot-see/): Why analytics instrumentation is the first product decision in any banking channel.
- [LinkedIn](https://www.linkedin.com/in/doreenchee/)
- [Humancraft AI](https://humancraft-ai.com)