UX Design
Service Design
Simplifying Vietnam's Loan Applications
Registrations up 18-25%, conversions improved 1.6-2.3%. Complex financial processes made transparent and stress-free for millions.
Industry :
Banking
Client :
Techcombank
Project Duration :
Feb 2024 - Jan 2025
Tools :
ChatGPT, Gemini, FigJam, Figma
SUMMARY
Challenge
Vietnam’s loan application process relied heavily on manual paperwork, fragmented approvals, and inconsistent branch workflows.
Target Audience
Retail customers applying for secured loans online for the first time.
Impact
We digitalized the full secured loan experience, increasing registrations by 18–25%, conversion by 1.6–2.3%, and meeting ROI targets within months.
THE REAL PROBLEM BEHIND THE WORK
Loan applications in Vietnam were stuck in outdated physical workflows. Customers had to visit branches, fill out forms, and wait days for verification. The process was intimidating, confusing, and slow.
We needed to translate complex financial systems into a digital flow that anyone could use, without removing the checks and balances banks require. That balance between simplicity and compliance became the design challenge.
HOW WE SOLVED IT
We mapped the entire secured loan journey across credit card, instalment loan, and overdraft flows. Through user research and data analysis, we uncovered critical friction points in verification and eligibility steps that caused high drop-offs.
Collaborating with product owners, business analysts, developers, QA, and the design council, we turned these findings into end-to-end UX artifacts, service blueprints, and journey flows. Every solution was backed by research insights and approved through strict quality gates before go-live.
THE IMPACT WE MADE
The new digital loan hub unified multiple secured loan products under one seamless experience. Customers could apply, verify, and track applications online, all within a few guided steps.
Post-launch data spoke for itself: registrations rose by 18–25%, conversions improved by 1.6–2.3%, and the initiative hit annual ROI targets ahead of schedule. (range varies per products). More importantly, customers found the process transparent and stress-free.
WHAT WE LEARNED
This project taught me how powerful UX can be in complex, regulated industries. Working closely with finance, risk, and compliance teams gave me a deep understanding of how banking systems operate behind the scenes.
It was also a humbling experience, designing not just screens, but a service ecosystem that made financial access faster, safer, and more human for millions of Vietnamese customers.
