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DX In Design: The march of the next-gen, tech-driven businesses in PH.

The barometer of success for businesses in the future will not only depend on how they utilize technology. More importantly, their growth will be heavily anchored on the depth of interaction and quality experience customers get by interfacing with their brand.

This is what Micro-D International, Inc. (MDI) chief executive officer Myla Villanueva believes as she takes the lead in advocating real Digital Transformation (DX) in the Philippines, one where the DX Trinity--design, the physical space, and the brand's aspirations--exist in harmony to create a remarkable customer experience.

MDI believes that any design which does not prioritize the integration of technology within a physical space and aligns itself with the brand's promise is an incomplete design.

"The challenge for businesses today is how they can integrate their back-end with their front to bring their brand aspirations to life," Villanueva says.

"Look at other innovation pioneers, like Apple or GoPro. Every groundbreaking technology today should take into consideration the human element and interaction and how it complements its surroundings."

Nowadays, it has become very important for corporations to understand that technology is utilized not just for technology's sake. It must serve a bigger purpose in their organization as an "enabler."

For the past 30 years, MDI has partnered with some of the country's leading corporations to do just that: embrace the DX Trinity to ensure that their brand's promises are manifested across all contact points with their customers.

The first step in MDI's DX journey is taking the time to understand the aspirations of the business. What is the bigger goal they want to achieve? How do they see themselves as innovators? How will their ideas manifest within their space?

Afterwards, the next thing to do is to bring in their fellow innovation advocates.

"We collaborate with the right partners in promoting true Digital Transformation to make sure that the DX Trinity come naturally together. This way, we can ensure that an enterprise can make a significant and lasting impact, while generating the ultimate customer experience," Villanueva explains.

Perhaps, one of the finest examples that illustrate the coming together of the DX Trinity is the work that MDI has done together with UnionBank of the Philippines (UnionBank) for "The ARK"--the brand's groundbreaking retail and banking hub in Makati.

"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 of course by MDI," said Ana Aboitiz-Delgado, deputy center head for Consumer Finance and chief user experience Officer of UnionBank.


Bonsey Design Strategic Director Bhavit Bhatt; UnionBank Customer Experience Manager, Julian Aboitiz; MDI Chief Executive Officer, Myla Villanueva; UnionBank Deputy Center Head for Consumer Finance and Chief User Experience Officer. Ana Aboitiz-Delgado; Brand Architect and fellow DX champion, Amor Maclang; and Bonsey Design Principal Creative and Executive Officer Jonathan Bonsey.

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Title Annotation:Tech News
Publication:Manila Bulletin
Date:Jan 12, 2018
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