Project
OneID
Rebuilding the Superapp
2020—2021
Rebuilding the Superapp
2020—2021
Brief
VinID was initially built as a loyalty program to get users closer to the VinGroup ecosystem, take care of them and track their transactions and activity at VinGroup conglomerate business. In transitioning from VinGroup and VinID to the now rebranded One Mount Group, the opportunity arose open the VinID userbase to any merchant, giving them opportunities to cross-sell to VinID users in the ecosystem, all while One Mount builds a deeper loyalty program as well as dramatically increase their customer acquisition.
The current state of VinID follows the standard superapp model germane to APAC markets. It is important to maintain the convenience and familiarity of the superapp model, while sharpening around an understanding of end-consumer behaviors, as well as focused offerings that can anchor usage. In short, the brief consisted of a single question: How do we build anchored usage while keeping everything connected together? Key asks include a modular architecture to allow the internal product teams to better respond to future features, as well as mechanisms for customer retention.
Business Goals
Organizational Goal
A secondary goal was to establish a working methodology for One Mount’s nascent product group. One Mount, and the Vietnamese market overall, is experiencing rapid growth in its technology sector and has aggressively built organizations often with Western strategies vis-a-vis blue chip consulting firms. This, however, creates challenges as most strategies that were presented are complex and at times too theoretical, still leaving internal product teams at One Mount with insufficient frameworks to ideate and release product. As much as there is a need to reinvent product, there was equal demand to establish an easily executable process towards developing new product.
The current state of VinID follows the standard superapp model germane to APAC markets. It is important to maintain the convenience and familiarity of the superapp model, while sharpening around an understanding of end-consumer behaviors, as well as focused offerings that can anchor usage. In short, the brief consisted of a single question: How do we build anchored usage while keeping everything connected together? Key asks include a modular architecture to allow the internal product teams to better respond to future features, as well as mechanisms for customer retention.
Business Goals
- OneID as tip of the spear for One Mount - an expressed desire for the app to be a defining platform that communicates to the shareholder, business, and consumer what One Mount is doing for its customer(s).
- Build a platform that can attract top-tier brand partners, understanding that the B2B component is the direct revenue source, and a primary source of consumer (C) acquisition.
- Grow and retain consumer (C) market share
- Build a consumer (C) experience that elevates VN lifestyle with great stickiness, personalization and generates strong brand love.
Organizational Goal
A secondary goal was to establish a working methodology for One Mount’s nascent product group. One Mount, and the Vietnamese market overall, is experiencing rapid growth in its technology sector and has aggressively built organizations often with Western strategies vis-a-vis blue chip consulting firms. This, however, creates challenges as most strategies that were presented are complex and at times too theoretical, still leaving internal product teams at One Mount with insufficient frameworks to ideate and release product. As much as there is a need to reinvent product, there was equal demand to establish an easily executable process towards developing new product.
Definitions
It’s About Value
After a multi-week discovery sprint involving internal and in-the-market interviews and workshops, definitions for OneID were proposed to guide future product development. These definitions, which encompassed the audience, audience intentions, primary activity and user experience formed the core product principles:
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After a multi-week discovery sprint involving internal and in-the-market interviews and workshops, definitions for OneID were proposed to guide future product development. These definitions, which encompassed the audience, audience intentions, primary activity and user experience formed the core product principles:
Design Sprints
Workshops and Sketches
Feature Roadmapping
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Promo Feature
Home Screen Refresh
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Feature Roadmapping
Promo Feature
Home Screen Refresh
