Task Background
In 2021, I applied for the Product Owner at Momo, the top eWallet app in Vietnam with more than 30 million users, and landed an offer. It was written in Vietnamese only, unfortunately, but I will try to summarize the approach below.
Here are the backgrounds and task requirements:
- Feed MoMo is basically like Facebook’s Newsfeed, is a Social feature to help users have a shorter bridge to the merchant and the communities they care about, by showing up in the form of a newsfeed sorted according to some relevant algorithms.
- You are the PO of the Feed, please analyze and come up with a solution to connect the 3 sets of audiences you target: Merchant, User and Group Community. You can provide 10 – 20 slides and include Figma wireframes if needed.
- You can make some assumptions about the data and build the feature in a product-market fit form to make your work clearer.
Original Vietnamese tasks:
- “Feed MoMo về cơ bản giống như Newsfeed của Facebook, là một tính năng mang tính Social để giúp người dùng có một cầu nối ngắn hơn đối với merchant và các cộng đồng mà họ quan tâm, bằng cách thể hiện dưới dạng bảng tin cập nhật được sắp xếp theo thuật toán phù hợp.
- Nếu bạn là PO của Feed, bạn hãy phân tích và đưa ra 1 số solution để gắn kết được 3 tập đối tượng mà mình nhắm đến là Merchant, User và Group Community. Bạn có thể làm từ 10 – 20 trang slide và kèm theo figma wireframe nếu có.
- Bạn có thể đặt một số giả thiết về dữ liệu và xây dựng tính năng theo dạng product-market fit để bài làm của mình rõ ràng hơn.”
My approach and answer
After a few days of researching, ideating, and wireframing, I came up with the solution with the following steps:
Research the competitors
- I looked at the local apps for better references (they have the same customer groups) such as Shopee Feed, GHTK 1001, and Facebook Feed.
- For each competitor, I clarified why each customer segment would want to use their app (based on the observation, interviews, and assumption); and what are the key features that they have on their apps (so that I can define my Points of Parity and Points of Difference)
Research the statistics and hypothesis
- There were no official sources of data so I went on the Momo page to do a quick analysis by myself.
- I counted the posts and categorized them based on users’ need, such as Bug reports, Coupon, in-app games, social activities,…
- I also made some assumptions to fill the data gap.
Define user needs and pain points based on the information I collected, grouped by user segments:
- Merchants: promotion, free marketing channel, experience sharing among merchants.
- Individual users: coupon hunting, in-app mini game achievements sharing, social activities sharing (hosted by Momo), film reviews, bug reports.
- Momo: sell paid promotion, increase user’s engagement, get bug reports.
Ideate the potential solutions: I came up with a list of solution and put it in a sitemap.
In general, Momo Feed will have
- Main tabs: Around me, Piggy bank (a feature of Momo eWallet), Fund raising, Support (for bug reports), Film
- Post: allow the user to post, just like other social platform
- Notification center: to get notification related to the posts and pages
Design the solution on Figma
To visualize what I have in mind, I used Figma to draw some screens about the Momo Feed. You can also view the Figma file here.
