§ Work Example
A Glimpse of the Deck.
A strategy case on redesigning MoMo’s P2P experience in Vietnam — mapping the payment landscape, identifying bill-splitting friction, and turning shared money flows into a more social, habit-forming product direction.
MoMo was operating in a fast-growing but more competitive payment environment. Mobile-wallet penetration in Vietnam had risen sharply, MoMo remained the most used e-wallet among Vietnamese respondents, yet a large share of activated wallets were still inactive. At the same time, QR payments and bank apps were eroding the advantage of simple wallet-to-wallet transfers. The problem was no longer access alone. It was engagement.
The case therefore reframed P2P as a relational product question: how could MoMo turn everyday shared payments into repeat behavior? The strongest opportunity in the deck was bill splitting, where user demand was clear, product support remained weak, and MoMo had room to build a more social, trackable, and habit-forming experience.
The logic moved from market pressure to user friction, then from product design to rollout.
Started with Vietnam’s payment landscape: rising wallet penetration, high inactivity, weaker network effects, and growing pressure from QR payments and bank apps. This framed the case as a P2P redesign problem rather than a pure acquisition problem.
Mapped the end-to-end bill-splitting journey and identified recurring pain points: hidden entry points, even-only splits, no saved groups, weak tracking for non-MoMo users, awkward reminders, and low social payoff. Benchmarked these gaps against tools like Splitwise, Revolut, Venmo, KakaoPay, and Alipay.
Prioritized “Friends Groups’ Payers” as the core segment, based on transaction frequency and influence over adjacent use cases like travel, rent, and gifting. The solution concept focused on saved groups, flexible splits, AI bill scanning, clearer tracking, softer reminders, and gamified incentives.
The recommendation was phased from a core MVP into smarter tracking, reminders, gamification, and ecosystem scaling. The GTM plan leaned on MoMo’s existing user base, in-app prompts, social-first messaging, campus and lifestyle creators, and selective offline activation to make group splitting more visible and repeatable.
A structured view of why MoMo’s existing P2P proposition was under pressure: wallet inactivity, weaker network effects, loss of transactional advantage, and the need to move toward engagement-first use cases.
A clear breakdown of where bill splitting currently fails for users, and how existing products only partially solve tracking, reminders, group flexibility, and social ease.
A recommended starting segment, paired with a feature set built around saved groups, flexible splits, AI-supported receipt parsing, better tracking, and softer social repayment mechanics.
A phased launch logic with success metrics, retention and virality mechanics, and a social-first GTM approach designed to make group splitting more habitual inside MoMo.
Reframed the opportunity from generic P2P payments to a clearer relational use case: bill splitting as an entry point to stronger recurring engagement.
Turned the solution into a phased roadmap, from core MVP fixes to gamified retention mechanics and wider ecosystem scaling.
Connected user pain points to feature choices, metric buckets, and go-to-market actions in a way the case could defend end to end.