In the 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 many strategic products. From the sales application (SFA), B2B application for grocery stores, to the delivery tracking platform and internal management systems — I took on the role of user experience design, participating in building processes while ensuring consistency and efficiency across the entire product ecosystem.
Image: Vinamilk - Sustainability
SCENARIO
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 redesign the General Trade (GT) sales process, which currently has many shortcomings:
The order entry, reporting, and performance tracking processes are manual, fragmented, and lack transparency.
Data is distorted at several touchpoints, making monitoring efficiency and customer care passive, delayed, and inaccurate.
Sales staff (NVBH) do not have sufficiently user-friendly digital tools to support their daily work, leading to suboptimal productivity.
This is not simply an app-building project – this is a journey to recreate how thousands of people work every day.
GOAL
Standardize the distribution sales routing process for Supervisors / Sales Representatives nationwide.
Increase proactivity and accuracy in executing sales steps at points of sale, entering orders, and reporting work effectiveness.
Provide clear performance management tools for the supervisory team.
DESIGN SOLUTION
Specialized mobile app design for sales representatives: simple, intuitive, easy to use
Personalize the interface based on routes, goals, and operational areas.
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 NVBH has been implemented with the app within 12 months.
Reduce order entry time and increase the number of SKUs/orders at the point of sale
The compliance rate for store visits has increased significantly.
Standardized reporting data supports more effective business analysis.
Won the CEO Award - Project of the Year 2024 - Digital transformation and sales distribution projects
KEY LEARNING
Always have a spirit of learning new things; each new project always involves new skills to learn.
Always prioritize the user. Research thoroughly and do their job to understand how the application needs to be developed.
Simple, accessible solutions often create a significant impact.
A successful large-scale digital transformation implementation requires a systematic mindset and tight inter-departmental collaboration.
SCENARIO
Vinamilk owns a distribution network spanning the whole country, which includes 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 been directly exposed to promotional programs – they depend on sales staff.
Sales cannot remember all promotional programs for each product → many programs do not reach customers.
Store owners do not have a clear understanding of order status – they have to call to inquire.
Ordering depends on the visit schedule of the staff or requires calling/texting.
GOAL
Increase the effectiveness of communication and the implementation of promotional campaigns and market campaigns.
Provide a direct B2B ordering platform, convenient for grocery stores.
Reduce dependence on the sales team.
Improve the experience of tracking orders and purchase history.
Integrate Gamification to motivate ordering, increase engagement, and boost sales.
DESIGN SOLUTION
Design a mobile app that is user-friendly for the general public, prioritizing ease of understanding and ease of operation.
Promotional interface is prominent, easy to look up, and simple to apply for each type of goods.
Integrate order tracking functionality & display purchase history – transparent and convenient.
Design a simple ordering experience, just a few steps, optimized for those who are not technology-savvy.
The module “Point accumulation – gift exchange – lucky draw” is designed intuitively, creating excitement for shopping.
Customize product display according to the operational area and purchase history.
DESIGN PROCESS
Design Thinking
UX best practice
RESULT
Successfully implemented the application to more than 90,000 sales points, making it easier for the company to communicate promotional programs to customers.
Operated over 10+ loyalty campaigns / lucky draws through the application
Optimized operating and marketing costs by using an internal platform instead of outsourcing.
Received the CEO Award - Project of the Year 2024 - Digital transformation and sales distribution projects
KEY LEARNING
Designed for the general user, it prioritizes a simple, clear, and accessible experience.
The promotional interface needs to communicate clearly, be easy to act on, and avoid complexity.
Gamification is not just a reward – it is a tool to trigger behavior when designed with the right goals.
Collaborating across departments ensures the product is not only "beautiful" but also "functions well" in real operating environments.
Role
Product Design
Time
03 2023 - 08 2024
Perform
Design & Development
SCENARIO
Vinamilk owns a multi-tier delivery system: from factory → distributor → store → consumer.
However, the previous tracking process was still manual, causing many issues:
Lack of ability to track order status in real-time.
Uncoordinated information between departments (warehouse, transport, sales point).
High rate of wrong deliveries and late deliveries, resulting in additional processing costs.
Difficult to control the performance of delivery personnel and lacking accurate measurement data.
GOAL
Build a comprehensive delivery tracking system for 2 models:
B2B: From the factory → distributor/store
D2C: From Vinamilk store → final consumer (ordered through web/e-com app)
Optimize delivery performance, minimize the risk of order loss.
Ensure that employees deliver the correct orders, to the right place, at the right time according to the SLA.
Support operational management in measuring performance by distributor, store, delivery staff.
DESIGN SOLUTION
Intuitive tracking interface design clearly shows the status of the order at each stage.
The interface is optimized for mobile devices, making it easier 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 and route.
Alert system for late orders, incorrect addresses, or failure to complete on time.
DESIGN PROCESS
Design Thinking
UX best practice
RESULT
Successfully deploy to 100% of delivery staff nationwide.
Significantly reduce delivery errors, late deliveries, increasing satisfaction from points of sale.
Easily manage and track order status – enhancing operational transparency.
Support controlling the performance of each staff member, area, route, helping to make accurate decisions.
KEY LEARNING
Designing for a special user file requires a special approach
A minimalist interface that must display accurate and sufficient information that users need (especially for middle-aged and elderly users) through continuous in-depth research on the user group
Understanding the user group to facilitate faster operations and reduce their errors when using.
WEBSITE / APPLICATION DESIGN
Role
Product Design
Time
June 2023 - March 2025
Perform
Design & Development
SCENARIO
In addition to key products, I also participate in designing many operational support and internal management systems, ranging from applications for sales staff at points of sale to performance management portals, order tracking, and reporting dashboards for various departments.
Mobile App – SFA for PG (GT Channel)
Application for sales staff at the point of sale, supporting invoice scan, instant prize draws for customers, increasing interaction and boosting sales.
Web Portal – SFA
The management interface for supervisors to monitor sales routes, orders, and KPIs of sales staff.
Web Admin – Tracking Distributor
Tracking tool for distributors' activities, including order status, inventory, coverage, and market feedback.
Order monitoring tool for deliveries from factory → point of sale → consumers in real time, supporting SLA tracking and issue resolution.
Web Admin – Sales Dashboard
Dashboard for reporting 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 personal performance evaluations optimizes the evaluation process of the human resources department.
