MoMo - No.1 E-wallet in Vietnam
Revamp
Google Gift Card
Redesigned in collaboration with Google, the new flow boosted conversion rate to 55% and grew weekly GMV by 6×.
Khoyy
Global Merchant
Google Gift Card
M_Service
My Role
Product Designer
Scope
Research and revamp the UI based on Google's requirements.
Timelines
1 Weeks
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 Google Gift Card - Overview
MoMo, one of Vietnam’s leading e-wallets, has established partnerships with major global players such as Google, Apple, and Alipay.
The Google Gift Card mini app is a result of a close collaboration between MoMo and Google, allowing users to purchase Google Play gift codes directly within the MoMo app.
All stages of product development — including design, implementation, and QA — were closely reviewed and approved by Google’s internal teams to ensure compliance with global standards and brand consistency.
Google’s Requirements
To better align with user behaviors and market context in Southeast Asia, we redesigned the layout of the Google Gift Card mini app to improve clarity and ease of navigation for local users.
In addition, we introduced a key feature improvement:
➡️ Users can now purchase multiple gift card denominations in a single transaction — a significant upgrade compared to existing solutions in the market, which typically support one-at-a-time purchases only.
Draft some viable solutions to tackle the situation!
Visual Design
🎯 Why No User Research Was Conducted
This project did not require a dedicated research phase due to several key factors:
Established Product Concept: Google Gift Cards are a well-known and widely used product. User behaviors and expectations around purchasing digital gift codes are already familiar and standardized across platforms.
Clear Business & Technical Constraints: The scope, feature set, and flow were tightly defined by both Google’s global guidelines and MoMo’s business team, leaving little room for open-ended exploration.
Compliance-Focused Development: All design decisions needed to align with Google’s pre-approved UX standards, which limited the need for generative or usability research at this stage.
As a result, the focus was placed on interface execution, localization for the Southeast Asian market, and ensuring a seamless, compliant user experience within MoMo’s ecosystem.
Main Screens
Detail screens
Some UI Design
What I've learnt in these features
Key Takeaways & Achievements
Key Takeaways & Achievements
Boosted conversion rate by 55% after redesign
Achieved 6× growth in weekly GMV
Improved clarity and trust in the purchase flow, leading to higher user engagement
Aligned design solution with Google’s proposal and MoMo’s business goals
Successfully delivered and launched under tight timeline and cross-functional collaboration
This project provided valuable experience in working with an international partner — Google.
We learned how to:
Navigate strict brand and UX compliance guidelines
Coordinate across time zones and approval processes
Communicate design intentions clearly with cross-functional global teams
It highlighted the importance of clarity, documentation, and alignment when working with partners that have established global standards.
Thank you for taking the time to explore my little world!
👉 Connect with me:
nguyenhoangkhoic3b@gmail.com