In 2017, VinID aimed to develop The VinID App - a consumer app for e-commerce and customer loyalty card members. I designed an onboarding experience that aligned with the company branding and provided an easy, quick, and secure access to the app.
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Branded as the Vietnamese largest loyalty program of Vingroup, VinID aimed at releasing the mobile app VinID in 2017 to better serve its million customers. At this time, approximately 4 million customers already used physical VinID loyalty cards to collect bonus points whenever they shopped for products or services from the Vingroup brand (products including real estate, retail, and services ranging from healthcare to hospitality).
The app would act as a loyalty card information centre and e-commerce platform where users could conveniently use their VinID points to shop. Besides, there was a long-term consideration for the app to become a digital wallet and integrate more customer and financial services into the system in the future.
Customers who shop with Vingroup brand need a convenient and easy-to-use solution for (1) keeping track of bonus points earned from shopping activities, and (2) accessing to Vingroup e-commerce with their mobiles. As a result, they will be more comfortable and enjoy the shopping journey using the VinID card.
I created a user flow for the onboarding so that I could plan the screens for each step included in the design.
In the ideation phase, I sketched different ideas. After that, I weighed the pros and cons of each solution before chose one idea to design further.
When presented my idea to the client, I walked through all elements of the design with reasoning for the solution.
Concept validation and testing
The onboarding was included in the app prototype and tested internally by the product team and employees of the company.
Design development and live measurement
Design assets were transferred to the development team to develop the app further. The wireframes contributed to the design style of the complete app. After the app was introduced to the app store, VinID grew 7 million users after two years from the released date.
Walking in the users' shoes. Less is more.
VinID users are a wide range in terms of ages, professions, education levels, etc. The most efficient way is to keep the design easily understandable and as clear as possible. To provide the onboarding experience for customers who already are familiar with the brand, I realised the quicker and more concise, the better.
The importance of prioritising and the gut of letting ideas go.
Initially, many ideas came up to my mind about how to make the app more visually appealed to users. But at this stage the team wanted to focus on the functional aspect of the product; keeping a simple and easy-to-execute option allowed the team to focus on more important matters. This onboarding can indeed be improved later when we have a solid product and resources to improve the app further.
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