Overview
Viettel Post is Vietnam's leading delivery platform serving internal logistics operations and external customer shipping through a mobile application.
Role
Co-Lead Product Designer
Team of 6 designers
Responsibility
Phase 1:
Competitive & user research (reviews, feedback)
Led UX team: IA redesign & flow optimization
Persona-based design (personal/SME segments)
High-fidelity UI design & visual direction
Challenges
In Vietnam's competitive delivery market, platforms like GHTK, J&T Express, GrabExpress, and Shopee Express compete through rapid digital innovation and mobile-first experiences. Viettel Post, despite its nationwide network and comprehensive logistics capabilities, faced UX challenges that hindered its mobile competitiveness.
Core problems identified through research:
Unclear information architecture: Personal users and SME businesses navigated the same structure, creating friction for both segments.
Workflow inefficiency: Key tasks (package tracking, booking, COD management) required excessive steps compared to competitors.
Outdated patterns: UI didn't reflect modern mobile standards, impacting perceived quality and trust.
Scalability concerns: Adding features to existing structure would compound usability issues rather than solve them.
Research approach
With a constrained 1 month Phase 1 timeline, the team prioritized rapid insight gathering over extensive user studies. We analyzed user reviews and feedback across Viettel Post's digital touch points to identify critical pain points.
Snippet of user pain points
Competitors research
Design process
Review current mobile app with Heuristic analysis
Design information architecture using card sorting method and research
Create new ticket screens
Create new ticket screens
Outcome
Successfully delivered Phase 1 foundation redesign within 1-month deadline, enabling Viettel Post to proceed with multi-phase implementation.
Established new information architecture separating personal and SME user flows, addressing primary user pain points identified in research.
Designed high-fidelity UI direction and component patterns adopted for subsequent development phases.
Co-led 6-designer team through rapid delivery cycle, maintaining design quality under tight constraints.