XFAST Express Delivery
A same-day and 1-2 hour delivery product line built inside Vietnam's largest e-logistics network, taken from first concept to nationwide rollout.
The problem
Sellers on the platform were losing high-value, time-sensitive orders to competitors offering intra-city delivery in hours, not days. The existing courier network was optimised for volume and cost, not for speed windows - routing, pricing and courier incentives all assumed next-day delivery.
My role
Product Owner, then Product Team Lead. I owned the roadmap end to end: opportunity sizing, PRD and SRS, courier-app flows, pricing logic with the commercial team, pilot design, and the KPI framework used to decide whether to scale each city.
Outcome
How it was built
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What I'd do differently
Instrument courier-side friction earlier. We measured delivery-time success from day one, but the signals that explained failed windows - handover delays, pickup batching, rider acceptance - only arrived after the second pilot. Building that telemetry into the first release would have shortened the learning loop by weeks.