MoMo - No.1 E-wallet in Vietnam
MoMo
Designed the Cashback Shopping mini-app to reward users with instant cashback within 48 hours and integrate all major e-commerce platforms into one seamless experience.
Not interested in reviewing the UX process?
Khoyy
Mini-app
Affiliate
E-commerce
M_Service
Top
Rank
During Dec CATE peak
+
%
Enabled significant GMV growth
Disclaimer: Data adjusted for confidentiality but retains growth ratio
Explore the process
Project Brief
About MoMo
Launched in 2010, MoMo is proud to be Vietnam’s tech unicorn, offering a leading super-app financial platform that serves over 31 million users. It has become a cornerstone of the country’s Fintech and digital economy ecosystem.
Mini-app MoMo Shopback - Overview
MoMo Shopback is a cashback shopping mini-app integrated within the MoMo ecosystem. It was developed to enhance user engagement, promote spending within the app, and expand MoMo’s service offerings through affiliate partnerships with top e-commerce platforms.
Objectives
Enable users to shop with cashback rewards directly on the MoMo app.
Implement a performance-based affiliate model by connecting MoMo with major e-commerce sites (e.g. Shopee, Lazada, Tiki).
Drive user retention and frequency of usage through financial incentives.
Leverage MoMo’s user base of 30+ million to create a scalable and high-impact monetization channel.
Target Users
Existing MoMo users interested in online shopping and saving money.
E-commerce shoppers looking for a simplified, rewarding purchasing journey.
Base on Design Thinking
Design Process
The feature was initiated by the Business team with a strict two-week deadline to complete the end-to-end design flow. During this time, the Product team had to address key user pain points commonly found in competitor apps, while also working within the technical constraints of the partner’s API.
khoi.nguyen
loi.truong
The way the Multilevel-model works in Matxi Corp
Empathy & Define
Competitive Analysis
We conducted a competitive analysis of key cashback platforms in Vietnam, including ShopBack and Cashback, and uncovered several important insights:
Long payout time creates drop-off
Most platforms require users to wait up to 60 days to receive cashback, which leads to frustration, decreased trust, and low return rates.Lack of transparency in the cashback process
Users often don’t know how much cashback they’ll receive, when they’ll get it, or if their order was even tracked successfully.Complex and fragmented user flows
Competitor apps typically redirect users to other e-commerce platforms without clear confirmation or progress tracking, resulting in confusion and abandonment.No real-time cashback updates or status visibility
Cashback statuses like “pending,” “approved,” or “rejected” are either missing or buried deep in the UI, making it hard for users to track their money.
These findings shaped our product direction — focusing on fast payouts (within 48h), clear cashback tracking, and simplified user experience.
User Persona
After compiling the interview data on FigJam, I proceeded to define User Persona
Problem Statement
Linh, a 29-year-old office worker in Ho Chi Minh City, needs a fast and transparent way to earn cashback when shopping online. Due to her past frustrations with other cashback apps — including slow payouts and poor tracking — she lacks trust in similar features and often forgets about rewards she should have received.
Draft some viable solutions to tackle the situation!
Ideate
About the Solutions
Cashback is not new, but it’s often confusing. Platforms like ShopBack make users wait up to 60 days without clear information on how much they’ll get or when. This leads to frustration and loss of trust.
MoMo solves this with two key advantages:
A base of 30+ million active users
The ability to prepay cashback within 48 hours from MoMo’s own funds
Combined with a clear, transparent interface, MoMo Shopback offers a faster, simpler, and more trustworthy cashback experience.
Cashback Program - Scale with Kwanko
How Might We?
How might we reduce user waiting time by letting MoMo advance cashback before partner reconciliation is complete?
MoMo pre-credits cashback from its own funds, so users don’t have to wait up to 60 days for partner confirmation — improving trust and instant gratification.
How might we make cashback status easy to track in real time?
Design a clear cashback info block showing statuses:
Pending
Credited
Instant Cashback
Rejected
Helps users understand where their money is in the process.
How might we build user trust through transparent payout timelines?
Show a popup after purchase to confirm that MoMo is tracking the order.
Provide a detailed Cashback History page with timeline, statuses, and payout dates.
How might we drive first-time use with clear messaging about MoMo's upfront cashback model?
Use popups and notifications at key moments (before and after purchase) to explain that MoMo is actively tracking and managing cashback — even paying in advance.
Information Architecture
Based on the multi-level marketing model, the binary reward system, and the user persona, we propose two Information Architectures for the features: Team Management and Financial Management.
Draft some viable solutions to tackle the situation!
Visual Design
Main Screens
Detail screens
Some UI Design
Home - Tiktok Cashback - Cashback Guide - Popup tracking cashback
Cashback History
Cashback Handbook
Project Impact
A collaborative achievement between Product Design, Engineering, and Business Development.
Disclaimer: Data adjusted for confidentiality but retains growth ratio
Market & Growth
Market Milestone
Top
RANK
Surpassed Lazada to reach #2 in the CATE category during the December campaign peak.
Peak Performance
+
Handled record-breaking daily orders during the 12.12 Mega Sale (+60% growth vs 11.11).
Ecosystem Impact
trending_up
%
GMV
Enabled significant GMV growth and a 50.5% user base expansion for strategic partners.
Financial Performance
Monthly Volume (Nov 2025)
+
Optimized checkout flow to support over 300K successful transactions in a single month (Nov)
Revenue Enabled (Nov 2025)
~
Million VNĐ
Facilitated ~500M VND in revenue and 2B VND in cashback rewards during the Nov launch.
What I've learnt in these features
Key Takeaways
Key Takeaways & Lesson Learned
Strong user demand for fast and transparent cashback: Users responded positively to MoMo's ability to prepay cashback within 48 hours — solving key frustrations from other platforms like lack of clarity and long delays.
Personalization increases engagement: Surfacing trending products and offers based on user segments improved click-through and conversion rates significantly.
API limitations impacted design flexibility: One key challenge was that the partner's API did not return sufficient or structured data (e.g. product images, categories, real-time cashback values). This restricted the UI’s ability to display richer, more contextual information, forcing us to simplify some screens and user flows.
Lesson learned: In projects with third-party dependencies, it’s crucial to align early on technical capabilities and data structures. Involving developers in the discovery phase can help surface constraints sooner and avoid rework in design.
Future recommendation: Propose a flexible fallback design system that can adapt based on API responses (e.g. loading states, default product visuals, or messaging for missing cashback data).
Thank you for taking the time to explore my little world!
👉 Connect with me:
nguyenhoangkhoic3b@gmail.com