Overview
beGroup is a technology company in Vietnam that uses a mobile platform to build applications that help people travel and transport more conveniently. They want a new website that provides more information, presents the development journey over the years, as well as future goals. beGroup hopes to offer driver partners and users more diverse and richer choices. At the same time, they want to attract new investment in next-generation technology fields, especially logistics and digital transformation in transportation.
Project Goals
Improve the design based on the existing platform.
Evoke a sense of passion and the belief that technology can change the game.
Change how users search for and read content on mobile devices.
Brand Imagery
Demographics
Age: Targeting working-age adults aged 20–40. This group includes students, young professionals, and middle-aged people who prioritize convenience in urban environments.
Income Level: Mainly in the middle-income segment, as beGroup provides transportation and delivery services at affordable prices. They also serve price-sensitive customers through competitive pricing compared with competitors like Grab.
Geography: beGroup operates in 28 provinces across Vietnam, with a strong focus on major cities such as Hanoi and Ho Chi Minh City – where population density is high and many people are tech-savvy.
Device Usage: The beGroup app has been installed on 20 million mobile devices, showing that its user base depends heavily on smartphones and is proficient with digital platforms.
Behavioral Traits & Personality
Tech-Savvy: Users use smartphones every day to travel, order food, and use financial services. They like the convenience of managing all their needs in a single app.
Busy and Time-Conscious: Most are working professionals or students with fast-paced lives. They use beGroup to save time for commuting, eating, or running errands.
Value-Oriented: They seek high-quality services at reasonable prices. Be's competitive pricing and no surge pricing during peak hours attract people who want to save money while still demanding good service quality.
Trust-Conscious: Many users value safety and reliability. Be's focus on building a professional driver network attracts those who prioritize a safe, smooth travel experience.
Urban Lifestyle: Living in areas where public transportation is sometimes inconvenient, they see ride-hailing apps as an alternative to owning a personal vehicle in cities or areas with traffic congestion.
Financially Savvy: People using digital banking services (through the partnership with Cake by VPBank) are often young people or entrepreneurs who are used to managing personal finances online.
Problems to Solve
Information is still spread out and fragmented.
Content displayed on mobile is too long.
Difficulty scrolling to view other content.
No way to skip unnecessary content.
Approach
Reorganize the website structure.
Change the navigation system.
Update the visual design.
Sitemap
Design Solutions
Typography System
Color System
Icon System
Real-World Design
