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 |
Ran stakeholder interviews to uncover the dual-audience problem the brief never mentioned
Defined 3 strategic filters: convert buyers / build investor confidence / extend reach beyond stores
Applied those filters to every design decision — nothing went in unless it served at least one
Key Results
Outcome | Impact |
Information architecture | One IA serving two journeys — retail purchase and franchise evaluation |
Visual system | Elevated to match quality of physical showrooms |
Product pages | Reduced decision friction for buyers |
Business impact | Supported store expansion across 4 cities, 2021–2025 |
Reflection
The most important decision wasn't visual — it was choosing to understand the business before opening Figma. When you design for two audiences with one interface, every element has to earn its place twice.
