Many youth and young families in Vietnam aspire to own a house of their home, with some still working their way towards their first dream home. Together with OCB, we re-tailored and personalised the journey that users undergo to purchase their first-ever dream home.

Through dedicated ethnography research, we discovered the gap between market demands and financial institutions. Thus, we collaborated with BCG to empower the emerging segmentation with an end-to-end mortgage journey re-designed to make purchasing their first homes possible.

We uncovered the banking state of users before they made an approach on a mortgage product, and disrupted the conventional banking approach by building with purpose and crafting an experience beyond banking.

This vision was also driven by a fail-fast approach through rapid prototyping and directly involving our target customers through frequent user labs research to tailor towards delightful interactions. Our mission was to help users own their dream house within their financial capacity.

We believed in a system that empowers design. That meant getting the buy-in of making multiple layers of change to reduce the cost and time needed to implement it.

We strategised on the vision of what that would look like, reimagining the journey with our users at the heart of the digital transformation. Through that same vision, we were able to craft a scalable blueprint of a system where users could also plan their financial goals alongside securing their dream home.

With stories of the “first dream home” and delightful experiences, we inspire, empower, and drive the launch of the very first bank-owned, housing marketplace in Vietnam. We also improved the mortgage application platforms for web and app, and the internal portal used by partners, brokers, and bank employees.

The result was an all-improved experience that made it possible for users to access financial solutions while choosing the right home.