What was the focus of the Viettel Post redesign?

The redesign focused on separating personal and SME sender journeys, reducing home-screen clutter, and making delivery ticket creation clearer for Phase 1.

What was Vu Nguyen’s role on Viettel Post?

Vu co-led the product design effort, guiding research synthesis, information architecture, flow optimization, and visual direction with a six-person design team.

vu nguyen

Viettel Post

Viettel Post is Vietnam's leading delivery platform, serving millions of personal and business users through a nationwide logistics network.

Role

Co-Lead Product Designer

Team

Team of 6 designers

Timeline

01 month - phase 01

Outcome & impact

We delivered Phase 1 within the one-month window. The output gave Viettel Post a clearer IA foundation, dev-ready mobile flows, and a UI direction that later phases could build on.

1 month

Phase 1 timeline from research to high-fidelity direction

Designers co-led through the redesign cycle

Primary user models separated: personal and SME

Phase 1

IA, ticket creation, and UI patterns lay the foundation for next phase

The challenge

Viettel Post was a large mobile app serving personal senders and SME shops. The app had grown with news, promotions, mini games, and business campaigns that competed with the jobs people opened the app to do: create a delivery, track a package, and manage COD.

Research and insights

With a short timeline, we focused on user reviews, support-style feedback, existing app flows, and competitor patterns from GHTK, J&T, Grab, and Shopee.

Key finding

The existing flow required users to create an account before they could begin the delivery process. This interrupted users before they had achieved any value, increasing the likelihood of abandonment — especially for first-time or occasional users who simply wanted to send a package quickly.

Solution

Redefine the IA around user intent

Instead of reorganizing features by business category, we reorganized the experience around what users actually came to accomplish.

Two distinct user models emerged: personal senders, who prioritized simplicity and confidence, and SME sellers, who needed speed, repeatable actions, and operational efficiency.

Show value before asking to sign up

We redesigned the delivery flow using progressive disclosure. Users could build a delivery ticket first, while registration was delayed until the moment an account actually became necessary.

Design

Take away

With a one-month timeline, speed required precision, not guesswork. We anchored decisions in real user friction, flow audits, and competitor patterns to identify high-impact simplifications, translating them into a clear information architecture and a solid Phase 1 foundation.

This reinforced a core principle: foundations shouldn’t be deferred. Data-driven prioritization keeps teams aligned under pressure and ensures each phase builds on something structurally sound, not assumptions.