Viettel Money
Car-renting Service
Business problem:
Create a mobile app services about car-renting for a comprehensive digital financial ecosystem app – Viettel Money
Targeted Users:
Users have a need in renting a car for short period of time or for traveling with the easy accessibility and fast transaction.
Team:
I worked with 1 Product Manager, 1 Product Owner, 2 UI-UX Designers, 2 Customer Experience, and the Engineering team.
My part:
Designed the user flow and information architecture based on my team’s research on the market and direct competitive. Then, I assisted with my team to create the visual of the app and high-fidelity prototype.
RESEARCH
Stakeholder Interview
To better understand the specific needs and objectives behind integrating the new feature into the Viettel Money app, we conducted a stakeholder interview with Mr. Vu Dao, Deputy General Director of Viettel Digital. This conversation provided us with invaluable insights into the strategic vision for this feature, as well as the broader goals of Viettel’s digital financial ecosystem. By engaging directly with leadership, we were able to clarify the target audience, understand the operational challenges, and align our UX strategy with the company’s business goals.
Competitive Analysis
Given the popularity of this service in the market, I conducted thorough secondary research focusing on a competitive analysis of two leading car-renting apps in Vietnam: Traveloka and MoMo.
My approach began by experiencing each app firsthand, walking through all the steps and services offered. This process allowed me to examine user flows, navigation efficiency, and pain points that might arise during usage.
Experiencing 2 apps with all steps and services
Then I did SWOT Analysis to point out strengths, weakness, opportunities, and threats of both Traveloka and Momo.
After all, I conducted Thematic Analysis to spot the strengths and weakness they have in common.
DEFINE
User Pain Point
After conducting the competitive analysis and doing market research, my team has pointed out 3 user pain points while experiencing the car-renting services.
Problem Statement
After conducting the competitive analysis and doing market research, my team has pointed out 3 user pain points while experiencing the car-renting services.
SOLUTIONS
We matched the identified pain points with solutions from our research. We also consider car provider as our customers because they use our app to rent cars.
DESIGN PROCESS
Mood Broads
For this project, my team have created a mood board to visually capture the essence of the car-renting feature integration into the Viettel Money app for inspiration.
User flow
Current ride-hailing applications in the market feature a widely accepted and effective user flow, demonstrated by their large user bases. Therefore, our team has opted to adopt this standard user flow. However, we have streamlined and optimized the process to five steps and incorporated a driver license verification step for enhanced auditing.
Information architecture
The spatial limit of a mobile device was a challenge that occured in multiple places in the design process. I tried to resolve this problem using these strategies:
- Examine the information architecture and hierarchy to decide what information is necessary for the mobile app and what information are not so important to the users.
- Place pick-up car information in the same page including chosen pick-up location, time, and date. This helps users to manage their choices and easily change their options without navigating back to the previous page.
- Highlight key information visually using typography and colors
- Place information with higher priority in places where the users can easily access with less interactions such as taps or scrolls, like the top of a page or a page higher on the sitemap
