Vinamilk
In my 2 years working at Vinamilk as a Product Designer, I had the opportunity to participate in a large-scale digital transformation process, collaborating with various departments to build and improve numerous strategic products. From the Sales Force Automation (SFA) application, B2B application for grocery stores, to the delivery tracking platform and internal management systems — I took on the role of user experience design, contributed to building processes, while ensuring consistency and efficiency across the entire product ecosystem.
DESIGN ỨNG DỤNG
ROLE
TIME
IMPLEMENT
CONTEXT
In the comprehensive digital transformation strategy, Vinamilk – one of the largest fast-moving consumer goods companies in Vietnam – decided to in-house the development of application systems, rather than continuing to rely on outsourcing solutions. One of the top priorities is to restructure the sales process for the GT (General Trade) channel, which has many existing issues:
The process of order entry, reporting, and performance tracking is manual, fragmented, and lacks transparency.
Data is distorted at many touchpoints, making the monitoring of effectiveness and customer care passive, delayed, and inaccurate.
Sales staff (NVBH) lack sufficiently user-friendly digital tools to support daily work, leading to suboptimal productivity.
This is not simply an app-building project – it is a journey of reconstructing the way thousands of people work every day.
GOAL
Standardize the sales routing process of the Distributor Supervisors / Sales Staff nationwide.
Increase proactivity and accuracy in executing sales steps at the Point of Sale, entering orders, and reporting work effectiveness.
Provide clear performance management tools for the supervisory team.
DESIGN SOLUTION
Design specialized mobile apps for salespeople: simple, intuitive, and easy to use
Personalize the interface according to routes, goals, and areas of operation.
Design KPI dashboards, visit checklists, and quick order entry.
Build a flexible flow for both online and offline (a key factor when going out on routes).
DESIGN PROCESS
Design Thinking
UX best practice
RESULT
100% nationwide warranty implemented in the app within 12 months.
Reduce order placement time and increase the number of SKUs/orders at the point of sale.
The compliance rate for visiting points of sale has significantly increased.
The reporting data is standardized, supporting more effective business analysis.
Won the CEO Award - Project of the Year 2024 - Digital transformation and sales distribution projects.
KEY LEARNING
Frontline users (NVBH) have specific operating habits that need to be thoroughly studied.
Simple, accessible solutions often create a significant impact.
Successful large-scale implementation requires systematic thinking and close interdepartmental collaboration.
THIẾT KẾ ỨNG DỤNG
ROLE
TIME
IMPLEMENT
CONTEXT
Vinamilk owns a nationwide distribution network, including tens of thousands of traditional retail points (grocery stores, small agents). The management of orders, inventory updates, and communication of promotional programs to this group of sellers is still manual, causing delays and inconsistencies.
Retail points have not directly accessed promotional programs – relying on sales staff.
Salespeople cannot remember all promotional programs for each product → many programs do not reach customers.
Store owners are not clear about the status of orders – they have to call to ask.
Ordering depends on the schedule of visits from staff or requires a call/text message.
GOAL
Increase the effectiveness of communication and implementation of promotional programs and market campaigns.
Provide a direct B2B ordering platform, convenient for grocery stores.
Reduce dependence on the sales staff.
Improve the experience of tracking orders and purchase history.
Integrate Gamification to motivate ordering, increase engagement and sales.
DESIGN SOLUTION
User-friendly mobile app design, prioritizing clarity and ease of use.
Prominent promotional interface, easy to search, and easy to apply for each type of goods.
Integration of order tracking & displaying purchase history – transparent and convenient.
Simple order placement experience design, just a few steps, optimized for those less tech-savvy.
The "Point accumulation – gift exchange – lucky draw" module is intuitively designed, creating excitement for purchases.
Customizable product display based on operational areas and purchase history.
DESIGN PROCESS
Design Thinking
UX best practice
RESULT
Successfully deployed the application to over 90,000 sales points, helping the company easily communicate promotional programs to customers.
Operated more than 10+ reward point campaigns / lucky wheel campaigns through the application
Optimized operational and marketing costs by using an internal platform instead of outsourcing.
Won the CEO Award - Project of the Year 2024 - Digital Transformation and Sales Distribution projects
KEY LEARNING
Designed for the average user who prioritizes a simple, clear, and accessible experience.
The promotional program interface needs to communicate clearly, be actionable, and avoid complexity.
Gamification is not just about rewards – it is a tool to activate behavior if designed with the right objectives.
Cross-departmental collaboration ensures the product is not only "beautiful" but also "performs well" in a real operating environment.
DESIGN ỨNG DỤNG
ROLE
TIME
IMPLEMENT
CONTEXT
Vinamilk owns a multi-layered delivery system: from factory → distributor → store → consumer.
However, the previous tracking process was still manual, leading to many inconveniences:
Lack of ability to track order status in real-time.
Inconsistent information between departments (warehouse, transportation, sales points).
High rate of delivery mistakes and delays, resulting in additional handling costs.
Difficult to control the performance of delivery staff and lacking accurate measurement data.
GOAL
Build a consistent order tracking system for 2 models:
B2B: From factory → distributor / store
D2C: From Vinamilk store → end consumer (ordered via web/e-com app)
Optimize delivery performance, minimize order loss risks.
Ensure staff delivers the correct order, to the right place, at the right time according to SLA.
Support operational management to measure performance by distributor, store, delivery staff.
DESIGN SOLUTION
Intuitive tracking interface design clearly shows the status of orders at each stage.
Interface optimized for mobile devices, making it easy for delivery staff to operate on site.
Integration of delivery confirmation features (signature, images, timestamp, GPS location).
Performance and SLA management dashboard for management by region, route.
Warning system for delayed orders, incorrect addresses, or failure to complete on time.
DESIGN PROCESS
Design Thinking
UX best practices
RESULT
Successfully deployed to 100% of delivery staff nationwide.
Significantly reduce delivery mistakes and delays, increasing satisfaction from the sales point.
Easy management to track order status – enhancing operational transparency.
Supports monitoring performance of each employee, area, and route, aiding accurate decision-making.
KEY LEARNING
The design for the actual operating environment requires UX to be flexible, easy to use, and stable even when offline.
Tracking is not just a technique, but a tool to enhance experience, reduce risk, and drive business efficiency.
A minimalist interface – but needs to provide the right information at the right time – helps speed up tasks and reduce user errors.
other projects
In addition to key products, I also participate in designing many systems to support operations and internal management, ranging from applications for sales staff at points of sale to performance management portals, order tracking, and reporting dashboards for different departments.
Mobile App – SFA for PG (GT Channel)
Application for PG at the GT point of sale, supporting receipt scanning, on-site prize draws for customers, increasing interaction and boosting sales.
Web Portal – SFA
The management interface for monitoring the sales route, orders, and KPIs of sales personnel.
Web Admin – Tracking Distributor
Distributor activity tracking tool, including order status, inventory, coverage, and market feedback.
Real-time order monitoring tool from factory → point of sale → consumer, supporting SLA tracking and incident management.
Web Admin – Sales Dashboard
Dashboard reporting on sales performance, campaigns, and growth metrics by region, supporting analysis and business decision-making.
Web Admin – HRM PA Tool
The system for managing and aggregating periodic individual performance evaluations, optimizing the assessment process of the human resources department.