Tech-Driven Businesses in the Philippines: DX Trinity

Micro-D International, Inc. (MDI) takes the lead for successful Philippine enterprises in redefining the way brands interact and connect with consumers.

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 must prioritize the integration of technology within a physical space and aligns itself with the brand’s promise to be a complete design.

Chief executive officer Myla Villanueva of MDI strongly believes in the advocacy of digital transformation, “The challenge for businesses today is how they can integrate their back-end with their front to bring their brand aspirations to life.” Villanueva adds, “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.”

A legacy of transformative thinking

For the past 30 years, MDI has partnered with some of the country’s leading corporations to make then understand that technology serves as an enabler and to embrace the DX Trinity concept.

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.

Igniting the DX revolution

Perhaps, one of the finest examples that illustrate 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,” says Ana Aboitiz-Delgado, deputy center head for Consumer Finance and chief user experience Officer of UnionBank.

The ARK is a refreshing space that uses digital technology to augment an actual banking experience. They researched and experimented on how they could make each process more effective and efficient, and how they can delight the customer by maximizing the DX Trinity.

The result was The ARK, an avenue for off-site productivity, encouraging creative tech ideas not just from its partners but from its customers as well. Still, within the space, there is very powerful technology that allows customers to save time, fulfill their usual routines, enjoy a more hassle-free banking experience, and interact with the space positively.

“We’re very delighted at how MDI and our partners have interpreted our vision and brought our ideas to life at The ARK,” Delgado explains. “Look around you and you’ll see that this is not just a bank anymore. It’s now become a ‘third space.”’

The need for a strong synergy between technology, design, and brand aspiration has become DX Trinity’s primary pillars for the game-changing work that MDI has been doing.