Worked on strategic product planning and user research for Techcombank's blockchain-based loyalty system and Vimid's logistics service innovation.
For Techcombank, developed the concept and growth plan for a loyalty points system (TCB Point) that integrates blockchain features to boost credit card usage and CASA inflow. For Vimid, conducted internal surveys and in-depth interviews with sales teams and customers to identify user needs, leading to data-backed recommendations for new product directions and marketing campaigns.
Vimid: Strategic Research for New Product Direction
Overview:
Led user research to uncover market insights for Vimid’s new product and marketing strategy in the logistics and truck parts sector.
Detailed:
Conducted in-depth interviews with sales staff and loyal customers across Vimid’s nationwide network.
Analyzed pain points, expectations, and unmet needs related to product availability, service quality, and digital engagement.
Synthesized qualitative data into actionable insights.
Proposed marketing angles and product improvements based on real customer feedback.
Collaborated with the marketing team to refine brand messaging and campaign directions.
Achievements:
Enabled the product team to prioritize features based on customer data.
Improved alignment between sales feedback and marketing direction, reducing disconnect between teams.
Techcombank: Strategic Planning for TCB Point System
Overview:
Conceptualized a loyalty points ecosystem (TCB Point) integrating blockchain to enhance customer retention and drive credit card/CASA usage.
Detailed:
Developed the TCB Point concept aligning with Techcombank’s digitalization and crypto adoption goals.
Designed point-earning mechanisms linked to user behaviors (saving, spending, referrals) and reward redemption through tokens/NFTs.
Benchmarked local and global reward programs to propose a crypto-native differentiation.
Delivered pitch deck and strategic proposal for internal stakeholders.
Connected the loyalty system to broader branding and user engagement strategies.
Achievements:
Presented a unique, scalable model that positioned Techcombank as a first mover in crypto-integrated rewards in Vietnam.
Proposal helped spark internal discussions around digital asset adoption in retail banking.
