The Electricity & Water bill payment functionality stands out as one of the most utilized features on VNPT Pay e-Wallet, constituting 8.3% of wallet transactions. The age group predominantly utilizing this service falls within the 28-40 years old bracket, and members of this demographic express dissatisfaction with their current user experience. Commonly cited reasons for discontent include difficulties in usability, absence of essential features like auto-saving invoices and auto-payment, as well as unfriendly color schemes.

In response to user feedback, we opted to revamp the entire process of bill payment. Recognizing that, on average, a customer manages 2 to 5 utility bills and frequently tracks their bill statuses, we incorporated a feature enabling automatic saving of invoices and continuous updates on invoice statuses. Furthermore, considering that, on average, 6 out of 10 customers paying electricity bills also handle water bills, we introduced an additional cross-sell section offering related services upon each payment completion. The interface has been redesigned for simplicity, employing easily distinguishable contrasting colors and streamlining the payment process to reduce the number of steps required for a transaction.