5
Experience Manifesto:
Designing with purpose

Introduction

In early 2024, we introduced the Techcombank Experience Manifesto, combining four experience values: Human-centred, Simple, Holistic, and Progressive. These principles now guide our journey from strategy to delivery, helping us create mutually beneficial, human-centered, and differentiated customer experiences.
                          Take a look at how the Experience Manifesto came to life and how it’s shaping the way we design.

Role: Program lead
Status: Published


New challenges with our success

Since 2021, Techcombank’s digital transformation has grown rapidly, supported by solid foundations. But as the design team expanded, it became increasingly difficult to maintain consistency across products and teams. We realized that a new approach was needed — one that wouldn't live in a black box but would be used daily by everyone involved in creating experiences.


Revisiting our experience principles

To tackle these challenges, we revisited our experience principles and product team needs. From this work emerged two key tools:
  • The Experience Manifesto — the Experience North Star, reinforcing that designing experiences is a collaborative effort.
  • The Experience Checklist — a practical guide for UX practitioners, focusing on heuristics, visuals, and interactions to improve the quality of design outcomes day-to-day.

Both are designed not as rules, but as frameworks that empower better decision-making.


Extracting from customer insights

The creation of the Experience Manifesto wasn’t guesswork. It was a rigorous process. We distilled learnings from customer insights, best practices from tech leaders, and insights from multiple design workshops.

Through this, we identified the emotional, cognitive, and behavioral patterns that matter most to our customers. These insights were then synthesized into four core experience values:

  • Human-centred: Designing with real human emotions, hopes, mistakes, and dreams in mind.
  • Simple: Reducing friction, minimizing cognitive load, and making every interaction intuitive.
  • Holistic: Designing not just isolated moments, but complete journeys and ecosystems.
  • Progressive: Challenging the status quo with thoughtful innovation that serves real needs.

These values reflect not just what our customers expect today but what will continue to differentiate Techcombank into the future.




Incorporating into the design process

A principle without execution is just words. That's why we created the Experience Checklist to bring the Experience Manifesto into the hands of our teams. It’s embedded into a distributed, peer-to-peer review process that ensures we are not just designing based on best intentions but are continuously measuring, learning, and improving.
                       By empowering everyone — from designers to developers to product owners — with the tools to evaluate and elevate our work, we strengthen our ability to deliver consistently exceptional experiences.





What’s next

We're just at the beginning. Our next steps are to pilot the Experience Manifesto and Checklist across selected projects, test their effectiveness, and iterate based on real-world feedback. Our ultimate goal is to deeply integrate these tools into our daily design practices, ensuring that every decision — big or small — reflects our commitment to being Human-centred, Simple, Holistic, and Progressive.
                       At Techcombank, designing with purpose isn't a tagline — it's a practice, a mindset, and a promise.




Thank you for reading.




←5