Vulcano E-commerce Redesign
From E-commerce to Growth Platform
Client
Vulcano Company
Industry
Fashion
Date
2022
Role
UX/UI Designer
Scope
Website redesign, UX strategy, Business alignment
Reframed a checkout optimization brief into a dual-audience strategy — one website serving retail buyers and franchise investors simultaneously.
Vulcano is a Vietnamese men's fashion brand with an active franchise model. The redesign started as a standard e-commerce fix — and became something far more strategic once I understood who was actually visiting the site and why.
Led end-to-end design — from stakeholder research through to final visual execution
Conducted stakeholder interviews and business model review before any design work
Owned UX strategy, information architecture, and visual system
# | Audience | Problem |
1 | Retail Buyers | Couldn't find products clearly or feel confident purchasing online |
2 | Franchise Investors | Visited to evaluate the brand — found an unconvincing, low-credibility experience |
