The ongoing user promotion initiatives of the VNPT Pay wallet primarily rely on conventional channels like messages, notifications, and short-term promotions. These channels predominantly concentrate on communicating and elucidating the rules of the promotional programs, lacking the ability to create a distinctive service highlight for customers. Consequently, user engagement with the application remains notably low, as evidenced by the conversion rate of users paying through SMS and notification channels being less than 5%, along with a considerable rate of customer attrition from the service after a few months. The discounts offered can be as high as 70%.

As a product designer, my perspective involves creating initiatives to enhance interaction among customer groups, with a focus on features and programs that can extend the positive impact on the image of VNPT Pay's customers. The reputation and brand of VNPT Pay are of utmost importance. Given the current scenario, the development of the Top-up program to support COVID-19 epidemic prevention serves as an expression of gratitude to the forces involved in combating the pandemic. This program leverages the increased demand for online telecommunication services (top-up) during the epidemic, not only to boost output for VNPT Pay wallet but also to facilitate interaction and sharing among customers during times of social distancing.