Challenge
MB Bank set an ambitious goal to enter the top 3 digital banks in Vietnam, competing with over 30 institutions purely through digital excellence. The challenge was to design a unified mobile banking experience that could cater to three distinct customer segments, Mass, Priority, and Private — each with unique expectations, behaviors, and needs. The solution had to go beyond UX design and include a strategic approach to functionality, personalization, and service delivery, all aligned with the bank’s long-term digital ambitions.
Solution
As the external lead consultant, I collaborated with MB Bank’s digital, business, and product teams to shape a comprehensive digital banking strategy. We redesigned the app’s UX and information architecture around the needs of each customer tier, clarified feature priorities, and established a unified digital roadmap across internal teams. The work spanned from segmentation logic and user journeys to strategic direction on experience design, ensuring every touchpoint reflected the appropriate lifestyle, utility, and brand tone for each tier.
Outcome
MB Bank launched a modern, segment-personalized digital banking platform that drove rapid adoption and solidified its position as one of Vietnam’s top digital banks. The app featured instant card issuance, QR payments, Apple Pay integration, and exclusive offerings like CEO-level access, private medical concierge, and high-end lifestyle privileges tailored to Priority and Private clients. Post-launch metrics showed significant improvements in customer engagement, NPS, and feature adoption across all segments, with the strategic foundation continuing to guide MB Bank’s digital roadmap today.
