Mashreq Neo was launched in Oct 2017 and was the first digital bank in the UAE. Given that Neo was the first of its kind in the market, customer journeys were designed by simply automating or digitizing the existing processes of the mainstream bank. However, it soon became apparent that digitization and digital transformation are not achieved by automating existing processes but require redesign of customer experience, keeping simplicity and customer convenience at the forefront, while not compromising on regulatory compliance. The case study of Neo will describe how every aspect of the customer journey was digitally transformed to deliver superior customer experience and fulfill the “Digital Bank” proposition.