Design Thinking-led Strategy Co-Creation to achieve F88’s 2030 Vision
F88, one of Vietnam’s leading financial service companies, set out an ambitious 2030 Vision – to become the nation’s leading inclusive financial services provider, serving millions of everyday people with transparent, accessible, and responsible financial solutions.
To turn this bold vision into reality, F88 partnered with Doodle Design to engage over 100 senior leaders in a Design Thinking-led Strategy Action Roadmap Co-Creation Program.
The goal was to align leadership around shared strategic priorities, identify high-impact growth drivers, and co-create actionable initiatives and OKRs to guide the next five years of growth.
Doodle Design designed and facilitated a highly engaging, ‘learn-by-doing’ journey that empowered every participant to contribute their voice, insights and ideas.
We began with an online Kick-Off Session, aligning the CEO, leadership, and key stakeholders on why the 2030 Vision matters now, what the key strategic objectives are, what success looks like, and the participant roles in getting there.
Participants, working in cross-functional teams, were tasked to reflect and write down the opportunities and challenges for growth across F88’s key business functions in advance of the Main Workshopping session.
Across a two-day in-person strategy workshop, Doodle facilitated teams through structured Design Thinking methods to:
- Identify and prioritise Growth Drivers to unlock 2030 success.
- Co-create Strategic Initiatives that address these drivers and deliver measurable business value.
- Define 5-Year Objectives and Key Results (OKRs) to track progress and accountability across the organisation required to deliver the Strategic Initiatives.
Every participant — from senior directors to team heads — had a voice in shaping the roadmap, co-creating a strong understanding, ownership, and alignment across the company.
The final output was an agreed-upon 5-Year Strategy Roadmap Action Plan to guide the team to make their Vision a reality.
To ensure the action plan came to life and keep momentum beyond the workshopping, Doodle continued to facilitate Post-Workshop Coaching Sessions – supporting F88’s teams to translate their strategic initiatives into action, share peer feedback, and validate progress through direct and rapid internal and external customer research feedback loops.
Working in this ‘iterative and agile’ way brought rapid ‘quick wins’, clarity, and confidence that the Strategic Initiatives were the right market fit in solving the right problems with the right solutions for the right customers to succeed.
The overall result has been a unifying 5-Year Strategy Action Roadmap that connects F88’s ambition with practical execution – helping all stakeholders involved move confidently toward their shared 2030 Vision.
