SUMMER INTERNSHIP
Summer 2023, I interned as a Product Designer in the Product Development Department which collaborates with XFN teams across the company to craft user-centric designs and culturally infused features for the Viettel Money App, a comprehensive digital financial ecosystem serving over 5 million users.
My main project focused on creating and improving the Telecom Self-Management Service (TSMS).
Timeline: June 2023 — July 2023
Role: Product Designer
Involvement: Ideation, UX research, Usability Testing, User Interview, UIUX design
Team: Product Development Department
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Proposed and designed a telecom self-management hub that makes it easier for users to track plans, top up, and manage subscriptions — no more confusing SMS codes!
Added real-time usage visualization, smart shortcuts, and personalized plan recommendations to cut down friction.
Improved billing transparency so users actually understand where their money goes and restore trust in customers.
Worked cross functionally to connect with PMs, stakeholders, developers to learn business and technical requirements and constraints
Conducted multiple interviews with 40 telecom users across different age groups and digital literacy levels to define user pain points and product requirements.
Designed high quality presentations for the implementation strategies and built design documentations/system.
Presented design iterations, documentations, and proposals to department leadership.
The brand new Telecom Self-Management Service feature was successfully launched in October 2023
Telecom-related purchase increased by 40%, standing at 237,000 purchases/month
Telecom subscription revenue increased by 25%, approximately 8,000 USD/month
App users reported an overall 20% improvement in satisfaction
Design
Overview
Problem Brief
Although Viettel Money provides a comprehensive financial platform, it currently lacks essential self-management features for Viettel Telecom users. As a result, users cannot conveniently execute tasks such as checking their account details, subscription plans, topping up their phone balance or purchasing data packages within the app, leading to potential service disruptions.
Scope & Goal
Leverage Viettel's telecom infrastructure to implement self-management features on the Viettel Money, enabling customers to proactively access account information and purchase subscription packages directly within the app.
Why do users need
telecom self-management service?
Context
Current methods are outdated, inconvenient, and lack transparency.
Purchasing physical phone cards requires users to find a store, buy a scratch card, and manually enter a long code to top up their balance. This process is time-consuming, especially in urgent situations or when stores are closed. Additionally, there is a risk of entering the wrong code, leading to failed transactions and frustration.
While other e-wallets allow users to top up their phone credit, they lack essential features such as detailed information on active plans, data usage, or personalized promotions. Users often have to switch between multiple platforms to check their balance and purchase services, creating a disconnected and inefficient experience.
77%
68%
find managing their subscriptions inconvenient and confusing
distrust Viettel Telecom for unauthorized charges and lack of management system
There is no centralized platform for users to manage their telecom services efficiently.
Moreover, users lack a unified platform to track telecom expenses, review transaction history, and manage subscriptions efficiently. As a result, many experience unexpected deductions, fueling frustration and distrust toward Viettel Telecom. Users frequently blame providers for automatically enrolling them in services and deducting funds without clear consent, leading to further decline in trust in the system.
How might we
Build a seamless and transparent self-management system that not only enhances convenience but also restores trust between Viettel and our customer?
Defining
So, what exactly is a telecom self-management service?
As the name suggests, TSMS is a digital solution that allows users to independently manage their telecom accounts and make purchases without relying on customer support or manual processes.
What does it provide users with?
Account Management – Check balance, transaction history, and billing details.
Subscription Control – View, activate, modify, or cancel telecom packages (calls, SMS, data).
Expense Tracking – Monitor usage and spending in real-time.
Top-Up & Payments – Recharge mobile credit, purchase data plans, and manage payment methods.
Promotions & Offers – Access exclusive deals tailored to user preferences.
Research
To ensure a strong solution for TSMS, I conducted user interviews and competitor analysis to understand existing solutions, pain points, and user expectations.
USER INTERVIEW
My team and I interviewed 40 telecom users across different age groups and digital literacy levels to uncover their needs and frustrations.
Number of users (out of 40 )
37
Seek a centralized place to manage subscriptions, view history, and modify plans effortlessly
33
Prefer visual breakdowns over text-based info logs
26
Find current design overwhelming and prefer a simple, straightforward design
35
Want an easy, quick-access way to check balance and track usage in real-time
30
20
10
0
Key Findings
The interviews revealed that many users struggle to access plan details via apps and often rely on SMS and USSD, which they find inconvenient and frustrating. They find the current app designs confusing and overwhelming due to the excessive number of touch points and texted-based information. Interestingly, many users of existing platforms even remain unaware of self-management features. Moreover, interviewed parents expressed the need for a simplified and intuitive design, as their children also interact with the app.
COMPETITOR ANALYSIS
I analyzed various competing telecom management platforms and e-wallets to learn their products: what they are doing well or not well, their features, usability, and gaps.
Key Findings
Summarizing from this round of competitor analysis, I learned that existing telecom management solutions have helped users by providing essential services such as recharging accounts, purchasing data plans, and checking balances. However, they do not fully optimize the user experience due to lack of centralized management. Their designs are cluttered and require too many steps to access usage details, making navigation overwhelming and confusing. Moreover, they all lack data visualization for usage tracking.
Ideation
Prioritized Features
These improvements address the primary pain points identified in user research. In addition to these core features, a secondary focus is on streamlining plan management, making it easier for users to compare, switch, and manage their subscriptions efficiently.
Enhancing navigation and accessibility for easier service discovery
Personalizing user engagement with proactive reminders and recommendations
Implementing clear system status visibility and error prevention to reduce user frustration
Introducing data visualization tools to simplify information processing
Ensuring a user-friendly experience suitable for both adults and younger users
Improving awareness of self-care features to encourage independent account management
Final Design
DEDICATED TSMS HUB
A separate hub within the app allows users to manage their telecom services efficiently, eliminating the need to navigate through multiple sections. This improves navigation and accessibility, making it easier for users to discover and access services.
Users can monitor telecom usage through real-time usage visualization, reducing reliance on text-based logs and cognitive load. Key information is displayed directly on the main hub, enabling users to stay updated on their telecom usage effortlessly. This feature simplifies information processing and enhances user awareness of their consumption.
TELECOM PURCHASE SHORTCUT
Compare to the initial design, I proposed integrating a shortcut to manage all telecom-related purchase and bills on the main hub. This provides quick access to essential telecom services, allowing users to recharge, check balances, and manage plans effortlessly in one place. This reduces navigation time and enhances user convenience.
We also introduced a personalized recommendation feature that suggests recharge amounts and plan options based on users' recent transactions and business needs. This ensures they receive relevant and efficient service choices without the need for manual searches.
And… We made it customizable!
SUBSCRIPTION
Easily accessible from main hub to view active subscriptions
Manage subscriptions, cancel renewals, or switch plans seamlessly—all in one place.
BILLING HISTORY
Real-Time Balance Updates: Keeping users informed about their balance and upcoming charges prevents unexpected service disruptions
Transparent Billing Insights: Providing clear, detailed breakdowns of charges and usage patterns helps users understand their expenses, reducing confusion and uncertainty.
By prioritizing clarity and transparency, we we restore trust in the system while empowering users with the tools they need to navigate their telecom services with ease and confidence
This project was my first 'real' experience working on a product with real-world impact, and it was both challenging and rewarding. Although it was definitely a big learning curve, I learned so much in such a short time. From conducting user research to refining the final design, I got to experience the full product design process in a way I hadn’t before. It was a great opportunity to bridge the gap between theory and practice.
I now feel more confident in my ability to tackle complex design problems, communicate my ideas effectively, and create solutions that truly empower users. Seeing how my work could directly impact users made me even more passionate about designing products that solve real-world problems!
This is just the beginning — Stay tuned for even more to come!! >0<
Understanding user needs through research
Conducting user interviews and analyzing pain points helped me realize that design is not just about aesthetics but about solving real problems. I learned how to extract meaningful insights and translate them into actionable design solutions.
Navigating feedback and iteration
Receiving conflicting feedback was initially overwhelming, but I learned to analyze different perspectives, make informed decisions, and back up my design choices with clear rationale. Iteration became a natural part of my process, and I grew more comfortable refining ideas based on user and stakeholder input.
Clarity and trust in product design
One of the biggest takeaways from this project was how clarity in design builds user trust. Simplifying navigation, enhancing transparency in billing, and making key information easily accessible all contribute to a seamless and trustworthy user experience.
Storytelling and communication
Explaining my design decisions clearly, especially to those outside the design field, was another valuable skill I developed. I learned how to break down complex problems into simple, relatable solutions, ensuring alignment among stakeholders.