Client
Vani
Disciplines
UX Design Mobile Application
Timeline
1 month 01.2024 to 02.2024
Collaborator
Luna Nguyen James Nguyen Dang Quoc Huy
Deliverables
Product Features Mobile Application
Tools
Figma FigJam
Vani
A [UX] E-VAN
Vani is a leading application for buying good deals, telecommunications payments & consumer savings in Vietnam. This project was the final assessment (Graduation Project) for the Product Management Courses offered by The A Program.
Vani has developed three primary features for its product that focus on consumer convenience and savings: Vani Membership, Mission, and Deals. Vani wants to push its new Friend Gifting feature to acquire new users, particularly during holidays and major events.
Client
Vani
Disciplines
UX Design Mobile Application
Timeline
1 month 01.2024 to 02.2024
Collaborator
Luna Nguyen James Nguyen Dang Quoc Huy
Deliverables
Product Features Mobile Application
Tools
Figma FigJam
Vani
A [UX] E-VAN
Vani is a leading application for buying good deals, telecommunications payments & consumer savings in Vietnam. This project was the final assessment (Graduation Project) for the Product Management Courses offered by The A Program.
Vani has developed three primary features for its product that focus on consumer convenience and savings: Vani Membership, Mission, and Deals. Vani wants to push its new Friend Gifting feature to acquire new users, particularly during holidays and major events.
Client
Vani
Disciplines
UX Design Mobile Application
Timeline
1 month 01.2024 to 02.2024
Collaborator
Luna Nguyen James Nguyen Dang Quoc Huy
Deliverables
Product Features Mobile Application
Tools
Figma FigJam
Vani
A [UX] E-VAN
Vani is a leading application for buying good deals, telecommunications payments & consumer savings in Vietnam. This project was the final assessment (Graduation Project) for the Product Management Courses offered by The A Program.
Vani has developed three primary features for its product that focus on consumer convenience and savings: Vani Membership, Mission, and Deals. Vani wants to push its new Friend Gifting feature to acquire new users, particularly during holidays and major events.
Introduction
Purposes
Vani has developed three primary features for its product that focus on consumer convenience and savings: Vani Membership, Mission, and Deals. Vani wants to push its new Friend Gifting feature to acquire new users, particularly during holidays and major events.
Introduction
Purposes
Vani has developed three primary features for its product that focus on consumer convenience and savings: Vani Membership, Mission, and Deals. Vani wants to push its new Friend Gifting feature to acquire new users, particularly during holidays and major events.
Introduction
Purposes
Vani has developed three primary features for its product that focus on consumer convenience and savings: Vani Membership, Mission, and Deals. Vani wants to push its new Friend Gifting feature to acquire new users, particularly during holidays and major events.
Challenges
As previously mentioned, Vani's new feature must help them acquire more users. Using the data provided (mainly market) during the project, we need to expand the target audience and boost the number of existing users by introducing the new feature: Friend Gifting.
We also need to maintain Vani's Brand Essence by offering a new, fresh, youthful experience within the app, as Generation Z is Vani's primary target group.
To increase the number of users using the application
Challenges
As previously mentioned, Vani's new feature must help them acquire more users. Using the data provided (mainly market) during the project, we need to expand the target audience and boost the number of existing users by introducing the new feature: Friend Gifting.
We also need to maintain Vani's Brand Essence by offering a new, fresh, youthful experience within the app, as Generation Z is Vani's primary target group.
To increase the number of users using the application
Challenges
As previously mentioned, Vani's new feature must help them acquire more users. Using the data provided (mainly market) during the project, we need to expand the target audience and boost the number of existing users by introducing the new feature: Friend Gifting.
We also need to maintain Vani's Brand Essence by offering a new, fresh, youthful experience within the app, as Generation Z is Vani's primary target group.
To increase the number of users using the application
Discover
Heuristic Evaluation
To further understand the app, we ran a heuristic evaluation to identify issues, specifically with the interface, and assessed the existing user flows to improve the UX. Here are some key areas for improvement
User Onboarding: Implement an onboarding process to collect user information and preferences.
Membership & Rewards: Integrate vouchers and membership options directly after login.
Usability: Improve clarity and consistency of clickable elements to avoid confusion.
Discover
Heuristic Evaluation
To further understand the app, we ran a heuristic evaluation to identify issues, specifically with the interface, and assessed the existing user flows to improve the UX. Here are some key areas for improvement
User Onboarding: Implement an onboarding process to collect user information and preferences.
Membership & Rewards: Integrate vouchers and membership options directly after login.
Usability: Improve clarity and consistency of clickable elements to avoid confusion.
Discover
Heuristic Evaluation
To further understand the app, we ran a heuristic evaluation to identify issues, specifically with the interface, and assessed the existing user flows to improve the UX. Here are some key areas for improvement
User Onboarding: Implement an onboarding process to collect user information and preferences.
Membership & Rewards: Integrate vouchers and membership options directly after login.
Usability: Improve clarity and consistency of clickable elements to avoid confusion.
Competitor Analysis
We also conducted competitors to understand the SWOT of Vani. Sen Point, Zody, VinID, etc. were our pick for the competitors.
We found out that Vani has strengths:
Centralized memberships making it easier for user to manage their points for many retail stores (one digital card for many vendors)
Gamifize point accumulation, making the application less boring and enhance user engagement.
Competitor Analysis
We also conducted competitors to understand the SWOT of Vani. Sen Point, Zody, VinID, etc. were our pick for the competitors.
We found out that Vani has strengths:
Centralized memberships making it easier for user to manage their points for many retail stores (one digital card for many vendors)
Gamifize point accumulation, making the application less boring and enhance user engagement.
Competitor Analysis
We also conducted competitors to understand the SWOT of Vani. Sen Point, Zody, VinID, etc. were our pick for the competitors.
We found out that Vani has strengths:
Centralized memberships making it easier for user to manage their points for many retail stores (one digital card for many vendors)
Gamifize point accumulation, making the application less boring and enhance user engagement.
However, the cons are major and actually are hurting the product quality:
Deals inside Vani are not attractive (e.g. 1% deals)
Partnerships ecosystem is not Gen Z-friendly, which lesson WOM
Gift cards culture in Vietnam is not popular, therefore, the Friend Gifting feature might not be attractive.
However, the cons are major and actually are hurting the product quality:
Deals inside Vani are not attractive (e.g. 1% deals)
Partnerships ecosystem is not Gen Z-friendly, which lesson WOM
Gift cards culture in Vietnam is not popular, therefore, the Friend Gifting feature might not be attractive.
However, the cons are major and actually are hurting the product quality:
Deals inside Vani are not attractive (e.g. 1% deals)
Partnerships ecosystem is not Gen Z-friendly, which lesson WOM
Gift cards culture in Vietnam is not popular, therefore, the Friend Gifting feature might not be attractive.
Secondary Research
We also conducted a secondary research to better understand Gen Z's purchasing behaviors. Though many insights are incredibly valuable, we discovered that Gen Z had no interest in purchasing presents or gift cards through a platform and sharing them digitally. Gen Z prefers to purchase physical presents and personally deliver them to the recipient.
The new feature is irrelevant to the target audience.
Secondary Research
We also conducted a secondary research to better understand Gen Z's purchasing behaviors. Though many insights are incredibly valuable, we discovered that Gen Z had no interest in purchasing presents or gift cards through a platform and sharing them digitally. Gen Z prefers to purchase physical presents and personally deliver them to the recipient.
The new feature is irrelevant to the target audience.
Secondary Research
We also conducted a secondary research to better understand Gen Z's purchasing behaviors. Though many insights are incredibly valuable, we discovered that Gen Z had no interest in purchasing presents or gift cards through a platform and sharing them digitally. Gen Z prefers to purchase physical presents and personally deliver them to the recipient.
The new feature is irrelevant to the target audience.
Define
User Problems & Goals
After running our researches, we decided to focus on enhacing the UX of the application. Here are the problems and our goals in fixing them:
Define
User Problems & Goals
After running our researches, we decided to focus on enhacing the UX of the application. Here are the problems and our goals in fixing them:
Define
User Problems & Goals
After running our researches, we decided to focus on enhacing the UX of the application. Here are the problems and our goals in fixing them:
User Personas
We crafted two user personas to understand more about Vani’s target audience.
User Personas
We crafted two user personas to understand more about Vani’s target audience.
User Personas
We crafted two user personas to understand more about Vani’s target audience.
Solutions
After researching and defining the pain points, we came up with some ideas for new features:
Solutions
After researching and defining the pain points, we came up with some ideas for new features:
Solutions
After researching and defining the pain points, we came up with some ideas for new features:
User Flows
We rearranged the existing user flows based on our ideas and the new principle for the application: Convenience. We aimed to reduce the number of clicks while making point accumulation and deal acquisition easy for users.
We also drew out the user flows for the new feature Friend Gifting.
User Flows
We rearranged the existing user flows based on our ideas and the new principle for the application: Convenience. We aimed to reduce the number of clicks while making point accumulation and deal acquisition easy for users.
We also drew out the user flows for the new feature Friend Gifting.
User Flows
We rearranged the existing user flows based on our ideas and the new principle for the application: Convenience. We aimed to reduce the number of clicks while making point accumulation and deal acquisition easy for users.
We also drew out the user flows for the new feature Friend Gifting.
Design
Hi-fi
Due to time constraints, we bypassed the wireframing stage and went straight into the hi-fi. To ensure that screens were not overlooked, I often referred back to the user flows.
Design
Hi-fi
Due to time constraints, we bypassed the wireframing stage and went straight into the hi-fi. To ensure that screens were not overlooked, I often referred back to the user flows.
Design
Hi-fi
Due to time constraints, we bypassed the wireframing stage and went straight into the hi-fi. To ensure that screens were not overlooked, I often referred back to the user flows.
Deliver
Pitch Deck
//coming-soon
Deliver
Pitch Deck
//coming-soon
Deliver
Pitch Deck
//coming-soon
Features
Friend Gifting
//coming-soon
Features
Friend Gifting
//coming-soon
Features
Friend Gifting
//coming-soon
Key Takeaways
Impacts
While we didn't secure a win for this project, we also received valuable feedback from Vani:
Our analysis of current features, pain points, and churn points was considered to be relatively strong.
The market investigation and best-case analysis sections need to be refined to target the right audience and include a more in-depth analysis to uncover meaningful insights.
The solution and idea section should be more streamlined, clearly highlighting the specific focus of the idea we intend to implement.
Key Takeaways
Impacts
While we didn't secure a win for this project, we also received valuable feedback from Vani:
Our analysis of current features, pain points, and churn points was considered to be relatively strong.
The market investigation and best-case analysis sections need to be refined to target the right audience and include a more in-depth analysis to uncover meaningful insights.
The solution and idea section should be more streamlined, clearly highlighting the specific focus of the idea we intend to implement.
Key Takeaways
Impacts
While we didn't secure a win for this project, we also received valuable feedback from Vani:
Our analysis of current features, pain points, and churn points was considered to be relatively strong.
The market investigation and best-case analysis sections need to be refined to target the right audience and include a more in-depth analysis to uncover meaningful insights.
The solution and idea section should be more streamlined, clearly highlighting the specific focus of the idea we intend to implement.
Lessons Learned
Despite not winning, we gained valuable insights from our mentor on how the product management sector operates: the harsh reality when businessmen copy successful ideas from overseas markets and implement them in Vietnam, only to realize the market doesn't work that way. They waste tons of investors’ money and efforts. It helps us understand the impact of real user empathy and business ethics to create a successful, market-fit product.
We wanted to take the ESG-related assessments, but we were unsure of our skills, so we went with Vani as a safe alternative. After completing the assessments, I believe we should take a risk and choose the alternative topic.
This project was completed within a demanding 5-day deadline from The A Program. Given this timeframe, we believed this was an exceptional outcome, which spoke volumes about the dedication and effort put in by our team.
Lessons Learned
Despite not winning, we gained valuable insights from our mentor on how the product management sector operates: the harsh reality when businessmen copy successful ideas from overseas markets and implement them in Vietnam, only to realize the market doesn't work that way. They waste tons of investors’ money and efforts. It helps us understand the impact of real user empathy and business ethics to create a successful, market-fit product.
We wanted to take the ESG-related assessments, but we were unsure of our skills, so we went with Vani as a safe alternative. After completing the assessments, I believe we should take a risk and choose the alternative topic.
This project was completed within a demanding 5-day deadline from The A Program. Given this timeframe, we believed this was an exceptional outcome, which spoke volumes about the dedication and effort put in by our team.
Lessons Learned
Despite not winning, we gained valuable insights from our mentor on how the product management sector operates: the harsh reality when businessmen copy successful ideas from overseas markets and implement them in Vietnam, only to realize the market doesn't work that way. They waste tons of investors’ money and efforts. It helps us understand the impact of real user empathy and business ethics to create a successful, market-fit product.
We wanted to take the ESG-related assessments, but we were unsure of our skills, so we went with Vani as a safe alternative. After completing the assessments, I believe we should take a risk and choose the alternative topic.
This project was completed within a demanding 5-day deadline from The A Program. Given this timeframe, we believed this was an exceptional outcome, which spoke volumes about the dedication and effort put in by our team.