3-Level Growth Product Strategy,
3-Level Growth Product Strategy,
3-Level Growth Product Strategy,
Mobile World Group
Mobile World Group
Overview
Client
Client
Mobile World Group Vietnam
Timeline
Timeline
7 weeks
Role
Role
Product Designer
Skills
Skills
User Research & Analysis, Interaction Design, Product Strategy
Team
Team
1 UX Researcher, 1 Visual Designer, 1 PM
Context
Mobile World Group (MWG) is Vietnam’s largest electronics and grocery retailer, serving 13M+ loyalty members across multiple brands. However, only 10% of customers actively engage with the loyalty app beyond checking points, limiting repeat purchases, cross-brand discovery, and long-term retention.
My Role
At StayLab, a leading UI/UX agency in Vietnam, I collaborated with my team to redesign MWG’s loyalty experience and define a 3-level strategy to increase Monthly Active Users and reward engagement. The final strategy report gained stakeholder buy-in for future product adoption.
Context
Mobile World Group (MWG) is Vietnam's largest electronics and grocery retailer, serving over 13 million loyalty members across multiple brands. Despite its scale, only 10% of customers actively engaged with the loyalty app beyond checking reward points, limiting opportunities for repeat purchases, cross-brand discovery, and long-term customer retention.
My Role
During my time at StayLab - a leading UI/UX agency in Vietnam, I collaborated with my team to reimagine MWG's loyalty experience, helping define 3-level strategy for increasing Monthly Active Users and reward engagement. The final deliverables include a full report to the product lead, which gained stakeholder buy-ins for future product adoptions.
Context
Mobile World Group (MWG) is Vietnam's largest electronics and grocery retailer, serving over 13 million loyalty members across multiple brands. Despite its scale, only 10% of customers actively engaged with the loyalty app beyond checking reward points, limiting opportunities for repeat purchases, cross-brand discovery, and long-term customer retention.
My Role
During my time at StayLab - a leading UI/UX agency in Vietnam, I collaborated with my team to reimagine MWG's loyalty experience, helping define 3-level strategy for increasing Monthly Active Users and reward engagement. The final deliverables include a full report to the product lead, which gained stakeholder buy-ins for future product adoptions.
Problem
Business
Through stakeholder interview with the PM, I learned that the Monthly Active Users (MAU) of the VIP Gifts App and downloads are low, with only 10% of the total customer base actively using the app.
Users
Through mixed-methods research, I found that users struggled to understand the value of the loyalty program because earning and redeeming points felt confusing and cumbersome. As a result, they disengaged early and were less likely to develop long-term loyalty to MWG's brands.
Synthesizing mixed-method research to consolidate the most high-impact insights
Problem Statement
📈
📈
📈
How might we make the MWG's Loyalty App more intuitive, transparent, and valuable to encourage long-term user engagement?
How might we make the MWG's Loyalty App more intuitive, transparent, and valuable to encourage long-term user engagement?
How might we make the MWG's Loyalty App more intuitive, transparent, and valuable to encourage long-term user engagement?
Why does it matter now?
A Strategic Response to Market Slowdown
Vietnam's retail market is facing declining consumer demand and reduced in-store traffic. As customers engage less with physical stores, MWG has an opportunity to strengthen digital relationships through its loyalty app. Redesigning the experience can help drive retention, increase cross-brand engagement, and build long-term customer loyalty in a slowing market.
Vietnam's retail market is facing declining consumer demand and reduced in-store traffic. As customers engage less with physical stores, MWG has an opportunity to strengthen digital relationships through its loyalty app. Redesigning the experience can help drive retention, increase cross-brand engagement, and build long-term customer loyalty in a slowing market.
A Systematic Approach
Solving the Problem Beyond the Interface
To ensure our solutions addressed more than isolated UI issues, I evaluated the experience across three levels:
Micro: individual interface components
Meso: end-to-end user journeys
Macro: the long-term relationship between users and the loyalty ecosystem
This framework helped me prioritize design decisions that improved both immediate usability and long-term engagement.
To ensure our solutions addressed more than isolated UI issues, I evaluated the experience across three levels:
Micro: individual interface components
Meso: end-to-end user journeys
Macro: the long-term relationship between users and the loyalty ecosystem
This framework helped me prioritize design decisions that improved both immediate usability and long-term engagement.
Persona
Focusing on the Everyday Shopper
We condensed the insights we found from our research into a main persona to remind us who we are designing for.
While MWG targets both users who shop for long-term and short-term products, the Loyalty App is specifically targeting users who shop for short-term products, like grocery and medicines. They prioritize speed and convenience while browsing the app.
We condensed the insights we found from our research into a main persona to remind us who we are designing for.
While MWG targets both users who shop for long-term and short-term products, the Loyalty App is specifically targeting users who shop for short-term products, like grocery and medicines.
Solution
At Micro level, I restructured information architecture for transparent point policies that were previously buried deep within navigation layers.
Users who shop dynamically across various brands need quick access to point policies right at checkout. Centralizing this information enhances policy transparency, reduces cognitive friction during payment, and gives users full control over their reward decisions.
At Micro level, I restructured information architecture for transparent point policies that were previously buried deep within navigation layers.
Users who shop dynamically across various brands need quick access to point policies right at checkout. Centralizing this information enhances policy transparency, reduces cognitive friction during payment, and gives users full control over their reward decisions.
Improved IA
Solution
At Meso level, I improved the efficiency of the points-earning transaction process.
At Meso level, I improved the efficiency of the points-earning transaction process.
Solution
At Macro level, I proposed a Gamified Tiered Loyalty Program
At Macro level, I proposed a Gamified Tiered Loyalty Program
Why does it matter - Market Research
⭐️
⭐️
⭐️
72% of consumers say loyalty programs make them more likely to spend more with their favorite brands, while more than half (56%) acknowledge that these programs have increased their overall spending.
72% of consumers say loyalty programs make them more likely to spend more with their favorite brands, while more than half (56%) acknowledge that these programs have increased their overall spending.
72% of consumers say loyalty programs make them more likely to spend more with their favorite brands, while more than half (56%) acknowledge that these programs have increased their overall spending.
User Values
User research revealed strong demand for exclusive rewards and promotions, while stakeholders envisioned the loyalty app as a future data-driven super app. Across MWG's ecosystem, customers engage with multiple brands but lack a unified experience, creating an untapped opportunity to introduce a gamified, tiered loyalty program.
User Values
User research revealed strong demand for exclusive rewards and promotions, while stakeholders envisioned the loyalty app as a future data-driven super app. Across MWG's ecosystem, customers engage with multiple brands but lack a unified experience, creating an untapped opportunity to introduce a gamified, tiered loyalty program.
Business Values
This program extends far beyond UX and marketing. It creates systematic upsell opportunities across multiple departments, encourages repeat purchasing, generates new partner revenue streams, and naturally boosts overall MAU.
Business Values
This program extends far beyond UX and marketing. It creates systematic upsell opportunities across multiple departments, encourages repeat purchasing, generates new partner revenue streams, and naturally boosts overall MAU.
Unified Design System
Our team doesn't have access to MWG's Design System. As the lead product designer, I advocated for a simplified design system to guide the team on a shared visual language.
Simplified Design System
Measuring Success
My design proposal gained buy-ins from the PM for active development. To evaluate the impact of the design, we aimed to measure
💡 Click-through Rate
💡 Click-through Rate
💡 Click-through Rate
To assess usability at the interaction level.
💡 Monthly Active Users (MAU) Rate
💡 Monthly Active Users (MAU) Rate
💡 Monthly Active Users (MAU) Rate
To evaluate user growth at a product level, based on my hypothesis that improved usability will correlate with increased user engagement.
To evaluate user growth at a product level, based on my hypothesis that improved usability will correlate with increased user engagement.
💡 Customer Support Tickets
💡 Customer Support Tickets
💡 Customer Support Tickets
Track the volume of support requests related to the new design to identify areas that may need more refinement.
Track the volume of support requests related to the new design to identify areas that may need more refinement.
Key Learnings
⚖️ Think in system
This project taught me the value of systems thinking. Viewing problems through the Micro, Meso, and Macro lens helped me connect interface decisions to broader user experiences and long-term product strategy, ensuring every design choice served a larger purpose.
📊 Be strategic with design changes
As a designer, it’s tempting to address every issue at once. However, working in a large-scale product environment taught me that effective design changes require strategic prioritization, incremental rollouts, and cross-functional alignment to maximize business values without disrupting existing workflows.
💡 Get in touch if you want to know the nitty gritty decision making process!
💡 Get in touch if you want to know the nitty gritty decision making process!
💡 Get in touch if you want to know the nitty gritty decision making process!
3-Level Growth Product Strategy,
3-Level Growth Product Strategy,
3-Level Growth Product Strategy,
Mobile World Group
Mobile World Group
Overview
Client
Client
Mobile World Group Vietnam
Timeline
Timeline
7 weeks
Role
Role
Product Designer
Skills
Skills
User Research & Analysis, Interaction Design, Product Strategy
Team
Team
1 UX Researcher, 1 Visual Designer, 1 PM
Context
Mobile World Group (MWG) is Vietnam’s largest electronics and grocery retailer, serving 13M+ loyalty members across multiple brands. However, only 10% of customers actively engage with the loyalty app beyond checking points, limiting repeat purchases, cross-brand discovery, and long-term retention.
My Role
At StayLab, a leading UI/UX agency in Vietnam, I collaborated with my team to redesign MWG’s loyalty experience and define a 3-level strategy to increase Monthly Active Users and reward engagement. The final strategy report gained stakeholder buy-in for future product adoption.
Context
Mobile World Group (MWG) is Vietnam's largest electronics and grocery retailer, serving over 13 million loyalty members across multiple brands. Despite its scale, only 10% of customers actively engaged with the loyalty app beyond checking reward points, limiting opportunities for repeat purchases, cross-brand discovery, and long-term customer retention.
My Role
During my time at StayLab - a leading UI/UX agency in Vietnam, I collaborated with my team to reimagine MWG's loyalty experience, helping define 3-level strategy for increasing Monthly Active Users and reward engagement. The final deliverables include a full report to the product lead, which gained stakeholder buy-ins for future product adoptions.
Context
Mobile World Group (MWG) is Vietnam's largest electronics and grocery retailer, serving over 13 million loyalty members across multiple brands. Despite its scale, only 10% of customers actively engaged with the loyalty app beyond checking reward points, limiting opportunities for repeat purchases, cross-brand discovery, and long-term customer retention.
My Role
During my time at StayLab - a leading UI/UX agency in Vietnam, I collaborated with my team to reimagine MWG's loyalty experience, helping define 3-level strategy for increasing Monthly Active Users and reward engagement. The final deliverables include a full report to the product lead, which gained stakeholder buy-ins for future product adoptions.
Problem
Business
Through stakeholder interview with the PM, I learned that the Monthly Active Users (MAU) of the VIP Gifts App and downloads are low, with only 10% of the total customer base actively using the app.
Users
Through mixed-methods research, I found that users struggled to understand the value of the loyalty program because earning and redeeming points felt confusing and cumbersome. As a result, they disengaged early and were less likely to develop long-term loyalty to MWG's brands.
Synthesizing mixed-method research to consolidate the most high-impact insights
Problem Statement
📈
📈
📈
How might we make the MWG's Loyalty App more intuitive, transparent, and valuable to encourage long-term user engagement?
How might we make the MWG's Loyalty App more intuitive, transparent, and valuable to encourage long-term user engagement?
How might we make the MWG's Loyalty App more intuitive, transparent, and valuable to encourage long-term user engagement?
Why does it matter now?
A Strategic Response to Market Slowdown
Vietnam's retail market is facing declining consumer demand and reduced in-store traffic. As customers engage less with physical stores, MWG has an opportunity to strengthen digital relationships through its loyalty app. Redesigning the experience can help drive retention, increase cross-brand engagement, and build long-term customer loyalty in a slowing market.
Vietnam's retail market is facing declining consumer demand and reduced in-store traffic. As customers engage less with physical stores, MWG has an opportunity to strengthen digital relationships through its loyalty app. Redesigning the experience can help drive retention, increase cross-brand engagement, and build long-term customer loyalty in a slowing market.
A Systematic Approach
Solving the Problem Beyond the Interface
To ensure our solutions addressed more than isolated UI issues, I evaluated the experience across three levels:
Micro: individual interface components
Meso: end-to-end user journeys
Macro: the long-term relationship between users and the loyalty ecosystem
This framework helped me prioritize design decisions that improved both immediate usability and long-term engagement.
To ensure our solutions addressed more than isolated UI issues, I evaluated the experience across three levels:
Micro: individual interface components
Meso: end-to-end user journeys
Macro: the long-term relationship between users and the loyalty ecosystem
This framework helped me prioritize design decisions that improved both immediate usability and long-term engagement.
Persona
Focusing on the Everyday Shopper
We condensed the insights we found from our research into a main persona to remind us who we are designing for.
While MWG targets both users who shop for long-term and short-term products, the Loyalty App is specifically targeting users who shop for short-term products, like grocery and medicines. They prioritize speed and convenience while browsing the app.
We condensed the insights we found from our research into a main persona to remind us who we are designing for.
While MWG targets both users who shop for long-term and short-term products, the Loyalty App is specifically targeting users who shop for short-term products, like grocery and medicines.
Solution
At Micro level, I restructured information architecture for transparent point policies that were previously buried deep within navigation layers.
Users who shop dynamically across various brands need quick access to point policies right at checkout. Centralizing this information enhances policy transparency, reduces cognitive friction during payment, and gives users full control over their reward decisions.
At Micro level, I restructured information architecture for transparent point policies that were previously buried deep within navigation layers.
Users who shop dynamically across various brands need quick access to point policies right at checkout. Centralizing this information enhances policy transparency, reduces cognitive friction during payment, and gives users full control over their reward decisions.
Improved IA
Solution
At Meso level, I improved the efficiency of the points-earning transaction process.
At Meso level, I improved the efficiency of the points-earning transaction process.
Solution
At Macro level, I proposed a Gamified Tiered Loyalty Program
At Macro level, I proposed a Gamified Tiered Loyalty Program
Why does it matter - Market Research
⭐️
⭐️
⭐️
72% of consumers say loyalty programs make them more likely to spend more with their favorite brands, while more than half (56%) acknowledge that these programs have increased their overall spending.
72% of consumers say loyalty programs make them more likely to spend more with their favorite brands, while more than half (56%) acknowledge that these programs have increased their overall spending.
72% of consumers say loyalty programs make them more likely to spend more with their favorite brands, while more than half (56%) acknowledge that these programs have increased their overall spending.
User Values
User research revealed strong demand for exclusive rewards and promotions, while stakeholders envisioned the loyalty app as a future data-driven super app. Across MWG's ecosystem, customers engage with multiple brands but lack a unified experience, creating an untapped opportunity to introduce a gamified, tiered loyalty program.
User Values
User research revealed strong demand for exclusive rewards and promotions, while stakeholders envisioned the loyalty app as a future data-driven super app. Across MWG's ecosystem, customers engage with multiple brands but lack a unified experience, creating an untapped opportunity to introduce a gamified, tiered loyalty program.
Business Values
This program extends far beyond UX and marketing. It creates systematic upsell opportunities across multiple departments, encourages repeat purchasing, generates new partner revenue streams, and naturally boosts overall MAU.
Business Values
This program extends far beyond UX and marketing. It creates systematic upsell opportunities across multiple departments, encourages repeat purchasing, generates new partner revenue streams, and naturally boosts overall MAU.
Unified Design System
Our team doesn't have access to MWG's Design System. As the lead product designer, I advocated for a simplified design system to guide the team on a shared visual language.
Simplified Design System
Measuring Success
My design proposal gained buy-ins from the PM for active development. To evaluate the impact of the design, we aimed to measure
💡 Click-through Rate
💡 Click-through Rate
💡 Click-through Rate
To assess usability at the interaction level.
💡 Monthly Active Users (MAU) Rate
💡 Monthly Active Users (MAU) Rate
💡 Monthly Active Users (MAU) Rate
To evaluate user growth at a product level, based on my hypothesis that improved usability will correlate with increased user engagement.
To evaluate user growth at a product level, based on my hypothesis that improved usability will correlate with increased user engagement.
💡 Customer Support Tickets
💡 Customer Support Tickets
💡 Customer Support Tickets
Track the volume of support requests related to the new design to identify areas that may need more refinement.
Track the volume of support requests related to the new design to identify areas that may need more refinement.
Key Learnings
⚖️ Think in system
This project taught me the value of systems thinking. Viewing problems through the Micro, Meso, and Macro lens helped me connect interface decisions to broader user experiences and long-term product strategy, ensuring every design choice served a larger purpose.
📊 Be strategic with design changes
As a designer, it’s tempting to address every issue at once. However, working in a large-scale product environment taught me that effective design changes require strategic prioritization, incremental rollouts, and cross-functional alignment to maximize business values without disrupting existing workflows.
💡 Get in touch if you want to know the nitty gritty decision making process!
💡 Get in touch if you want to know the nitty gritty decision making process!
💡 Get in touch if you want to know the nitty gritty decision making process!