Business Page management

1. Context

MoMo is Vietnam’s top e-wallet, used for fast cashless payments in daily life. Inside this super app, a key feature is the Business Page, where merchants can create and manage their storefront. With access to 36M+ users, businesses can promote, engage, and boost both online and offline sales — driving growth while strengthening MoMo’s ecosystem.

• 🤯 Merchants didn’t know what the page was for.

  They couldn’t tell if it was just an info page or a tool to reach customers.

• 🤯 No performance feedback after taking actions.

  Merchants couldn’t see views, interactions, or whether their efforts were effective.

• 🤯 No clear guidance on what to do first.

  The to-do list lacked prioritization and didn’t explain the benefits of each step.

• 🤯 Features were scattered.

  Actions like posting, editing info, or creating promotions were hard to find and not grouped logically.

• 🤯 Hard to use.

  Navigation was confusing, and merchants didn’t feel confident using the app.

• 🤯 Low engagement.

  Because of all the above, most merchants didn’t fully use the available features.

2. Understand Merchant Needs

To ensure the redesign was anchored in user needs, I applied the Jobs To Be Done (JTBD) framework to explore the daily goals of merchants. 3 Keys JTBD Goals:

3. Competitive Analysis

To understand how other platforms support merchants in managing business pages, I analyzed two major players: Google Business Profile and Meta Business Suite. The goal was to identify how they structure content, guide user actions, and surface key tools.

Google Business Profile Management App

Meta Business Profile Management App

Takeaway: Both apps prioritize performance visibility, guide merchants with clear structure, and place core tools where merchants can act immediately.

4. Reframing My Product Structure

Based on JTBD, user pain points, and competitor learnings, I restructured our Business Page management interface into 6 functional groups, aligning with real merchant behavior.

This grouping helps reduce clutter, improves action discoverability, and supports users based on their mindset (not just feature buckets).

5. Iterative Design and Testing

After defining the information structure, analyzing the merchant journey, and studying competitive benchmarks, I translated all findings into a high-fidelity interface. The design aims to deliver clarity, usability, and brand expressiveness while aligning with the product’s design system.