Vo Quan

Viettel Post

Background and challenges

Viettel Post is one of the leading delivery service providers in Vietnam, offering a wide range of domestic and international shipping services. However, the company has received numerous negative reviews regarding user experience and lacks appeal to users. Consequently, Viettel Post aims to upgrade its product to address existing issues, create a simpler and more user-friendly experience, and introduce new, engaging features to progress toward becoming a Super App in the future.

My roles

  • Communicated the vision, direction, and expectations of the Board of Directors (BOD) to relevant units.
  • Conducted research and assessments of the current issues faced by Viettel Post.
  • Developed a design strategy aligned with the company’s objectives.
  • Implemented design solutions for key features.

Approaching & Plan

  • Identifying vision and business expectations
    • Conducted stakeholder interviews to understand development directions and product issues from a business perspective.
  • Research and evaluation of current issues
    • Analyzed product data, customer feedback, and app ratings to determine the scope of existing problems.
    • Performed heuristic evaluations to assess user experience issues from an expert standpoint.
    • Conducted mini interviews and usability testing to understand user desires, perceptions, and challenges during usage.
    • Undertook desk research to explore user experience issues in the delivery sector, design trends, and suitable technologies.
    • Conducted competitive analysis to learn from competitors and identify development opportunities.
  • Design strategy development aligned with objectives
    • Short-term: Improve performance and upgrade experience
      • Prioritized fixing system errors to ensure accurate and stable operations.
      • Organized structure, services, and information to ensure logical, comprehensible, and scalable design.
      • Optimized key feature experiences for clarity, ease of use, quick operations, and high efficiency.
    • Medium-term: Enhance features and systematize the product
      • Fostered emotional connections with users through understanding and care.
      • Enhanced personalization and interface customization according to user needs.
      • Developed a Design System to standardize design and accelerate implementation.
    • Long-term: Integrate utility services to serve diverse needs, progressing toward a Super App
  • Implementation of overall concept design and proposal of design solutions for key features
    • Collaborated with Product and Marketing Teams to develop proto-personas, optimize information architecture, user flows, and wireframes.
    • Executed design for main product flows.
    • Conducted usability testing to evaluate the usability of the new design.

Problems & Solutions

Operational, delivery, and app performance issues

  • Numerous issues in receiving, transferring, and delivering packages: late pickups, delayed deliveries, and express services performing like standard ones.
  • Difficulties in tracking order status and COD reconciliation:
    • Multiple, confusing order statuses, especially the “Awaiting Re-delivery” status.
    • Slow updates on order statuses; delivered packages still showing as “in delivery.”
    • Discrepancies in COD reconciliation, making it hard to track payments.
  • User dissatisfaction when interacting with staff:
    • Some staff exhibit poor attitudes, lack politeness, enthusiasm, and create fake order statuses to bypass evaluation criteria.
    • Difficulty contacting staff due to incorrect phone numbers, necessitating contact with post offices.
  • System performance issues: errors, slow response, lagging:
    • Instances of app freezing, crashing, slow processing, and frequent updates disrupting usage, significantly affecting user experience.
    • Slow address data retrieval, especially in provincial areas.

Report the issues to the BOD

These delivery issues have been reported in detail to the BOD of Viettel Post to provide additional information for adjusting and managing delivery problems.

Illogical and disconnected information structure

  • Information structure lacks logic, coherence, and clarity, with repeated information across screens.
  • Related information groups and features lack connection.
  • Inconsistencies, with the same function having different titles, causing confusion.
  • Excessive use of different concepts and difficult-to-understand terminology for users.

Upgrade the information architecture

Reconstructed the information structure based on important and common information groups, standardized and unified information across the app to help users understand and find information more easily, quickly, and effectively.

Numerous user experience errors causing difficulties for users

  • Inaccurate status notifications causing confusion and inconvenience.
  • Complicated processes for creating delivery orders, requiring multiple steps and information inputs.
  • Lack of guidance or support during usage, leading to user frustration.

Lack of personalization for different customer segments

  • No customer analysis in place to provide relevant suggestions based on needs and preferences.
  • Although two interfaces exist, most users stick with the default one due to lack of awareness.
  • The interface is mostly static, with no adaptability based on user behavior or usage journey.

Home upgrade

Redesigned the home screen for simplicity, convenience, and emotional connection with users, while addressing existing usability issues:

  • Brought order tracking to the home screen for easier access and visibility.
  • Enhanced personalization with customizable wallpapers and favorite services.
  • Strengthened user connection through events like birthdays and Family Day.

Users faced significant challenges with two key features: Order Creation and Order Management

  • The design lacked intuitiveness; users didn’t realize they could tap on steps to modify information.
  • Recipient address suggestions were not prioritized by location or delivery history, leading to errors.
  • Order information was not presented clearly or proactively to users—it was buried deep in the app, making it hard to find.

New order upgrade

Optimized the information structure by dividing the process into two clear steps: “Order Details” and “Shipping Fee.”

Order management upgrade

  • Optimized filters by reducing the number of statuses, keeping only the most important ones.
  • Removed unnecessary information and added a status bar and detailed map, making it easier for users to view and manage their orders.

Key takeaways

  • Stakeholder buy-in is crucial: Close collaboration with stakeholders—from the CEO to functional departments—builds trust and ensures smooth communication. This alignment helps clarify objectives, understand the current state of the product, and assess available resources, enabling the development of a well-fitted design strategy.
  • Understand what users truly need: Many lingering product issues stem from a lack of empathy for users. Often, users simply want straightforward solutions, yet product teams tend to overcomplicate things based on their own assumptions.
  • An app experience alone is not enough; we must deliver a holistic customer journey: Creating an excellent customer experience requires every touchpoint along the journey to be exceptional. Especially in logistics, operations and customer service play a critical role in shaping the user’s perception of the app. Every stage must be executed flawlessly to ensure a truly great experience.