How MDI’s DX trinity shapes up UnionBank’s digital banking

Many people think that going to the bank is a hassle, what with the long queue and the amount of time they spend for any transaction. And while we live in a digital world, a lot of Filipinos still won’t opt for online banking. It seems that money plus online put together would spark fear in their heart.

Same goes for the phrase Digital Transformation, when use in terms of innovation or technology, some people misunderstand. They think that any new innovation in the world would replace humans in future undertakings.

Not so with the digital transformation being spearheaded by the Micro-D International, Inc. (MDI). For the past 30 years, MDI has partnered with some of the country’s leading corporations. MDI DX is the kind of technology that changes the next wave of successful Philippine enterprises as they redefine the way brands interact and connect with consumers.


During the press conference held last January 10, 2017, MDI chief executive officer Myla Villanueva takes the lead in advocating real Digital Transformation (DX) in the Philippines, and shared how the DX Trinity—design, the physical space, and the brand’s aspirations—exist in harmony with people to provide a remarkable customer experience.


To best showcase DX Trinity, MDI has done work together with UnionBank of the Philippines (UnionBank) for “The ARK”—the brand’s groundbreaking retail and banking hub in Makati.


UnionBank president Mr. Edwin Bautista, during long talks with MDI, has made his aspiration clear to them as to how he wanted UnionBank to be the leading digital bank by designing a brand experience like a tech company that has a banking engine.

UnionBank always has the vision of being the premier digital bank. The ARK is a unique place where the idea of physical, digital and brand aspiration comes together to create powerful customer experience.

In the case of UnionBank, MDI believes that digital is not only about technology, they look at the processes how the branch operate and how the customer journey to the branch. Then they figured out the basic elements they can take from these usual processes then start digitizing it. The result is The ARK coming together as the physical space that reflects the brand inspiration of UnionBank.


According to Ms. Ana Aboitiz-Delgado, deputy center head for Consumer Finance and chief user experience Officer of UnionBank, “The ARK is a bridge between the real-world banking experience and the digital experience, which we have made possible by teaming up with our partners, led by MDI.”


As you enter The ARK, located at the ground floor of Insular Life Building in Makati, you will be given an iPad for your transaction to start. There will be no more numbers provided. The iPad will empower you to do all the transaction on your own and will serve as the window to unlock the branch experience.

The iPad is design carefully where every single detail can be easily understood, from the font and what word to use is made easy for you. Or you can use the screens located around the ARK which have the same custom concept design and easily activated menu as the iPad. You can choose what account you want and choose from there. It is so easy and accessible that you can transfer money or withdraw or apply for credit card. Everything is possible and totally a new banking experience.


More than the free-flowing coffee, fast internet and the private, as well as semi-private nook for your transactions, The ARK is a platform that is in a way revolutionary and how it uses the digital technology augments an actual banking experience.


The ARK has been a very interesting project for MDI simply because of what they were able to accomplish given the kind of vision UnionBank shared with them.

Truly, the barometer of success for businesses in the future will not only depend on how they utilize technology, success will rely more on the depth of interaction and quality experience customers get by interfacing with their brand.


Caitline Rosseci

Bibliophile. Anglophile. Lover of all thing British and Korean. Sucker for British Accent. Fangirl of Korean dramas, Liverpool, Cristiano Ronaldo, Rafa Nadal and Britney Spears. Would like to settle in Jeju or Frankfurt. Harry Potter fanatic.