1. Project Background

In 2024, I co-designed DNSE’s 100% online IPO subscription system, a milestone marked by the HoSE listing of 330 million DSE shares — Vietnam’s first tech-driven securities IPO

In 2025, TCBS chose DNSE’s platform to distribute its IPO. Just four days before launch, we received an urgent customization the online IPO subscription flow for their IPO, driving intense cross-team collaboration under high pressure to deliver on time

2. Challenges

The biggest challenge was that TCBS had different policies compared to DNSE, requiring fast adaptation in both UX/UI and backend flows.

For example:

• Minimum order: 100 shares
• Deposit: 10% of registered value
• Customers had to pay deposit on the same day to be eligible
• Additional requirement: QR payment customers must upload transfer confirmation bill/image
• Order tracking page needed to clearly separate valid vs pending information

3. UX Solutions

I delivered two main user flows:

1. For existing DNSE account holders – streamlined IPO subscription integrated into their trading platform
2. For anonymous users – quick onboarding with eKYC prompts for incomplete profiles

I designed across 4 platforms: Trading Web, App, Mobile Web, and Responsive Web

Key UX/UI solutions included:

• Dynamic backend integration: defined which content (brand images, IPO details) would be pulled from backend to ensure consistency across Web & App
• Branded landing page for TCBS IPO campaign
• Deposit confirmation flow: direct upload of QR transfer slip
• Real-time status update UI: so users can easily track whether their registration and deposit were valid

4. Outcome

On August 19, 2025 (Day 1 of IPO opening), the system achieved strong traction:

• 303,600 orders successfully submitted.
• 146,400 investors fully deposited or 500 partially deposited.

The project proved that DNSE’s IPO platform could flexibly adapt to external firms’ IPO policies while ensuring user-friendly, compliant, and reliable digital investment experiences