Case Studies Archive - Danchi Studio https://danchi-studio.com/case-studies/ Thu, 24 Apr 2025 10:02:24 +0000 en-US hourly 1 https://wordpress.org/?v=6.7.2 https://i0.wp.com/danchi-studio.com/wp-content/uploads/2025/01/cropped-Icon.png?fit=32%2C32&ssl=1 Case Studies Archive - Danchi Studio https://danchi-studio.com/case-studies/ 32 32 158659697 Transitioning from Craft to Vision https://danchi-studio.com/case-studies/from-craft-to-vision/?utm_source=rss&utm_medium=rss&utm_campaign=from-craft-to-vision Mon, 03 Feb 2025 08:29:42 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=4786 Transitioning from Craft to Vision Started on October 2024 Duration 3 months Role Senior UI/UX Designer Team LittleLives Product Challenge Practice mindfulness. Surround myself with a network of supportive people. Set goals, and learn from past experiences. Background I spent 14 months at LittleLives (an early childhood school management platform) alongside a team of 3 […]

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Transitioning from Craft to Vision
Started on
October 2024
Duration
3 months
Role
Senior UI/UX Designer
Team
LittleLives Product
Challenge

Practice mindfulness. Surround myself with a network of supportive people. Set goals, and learn from past experiences.

Background

I spent 14 months at LittleLives (an early childhood school management platform) alongside a team of 3 senior designers on a product called Super-Version. It’s a revamped version of our existing products.

My main focus was updating designs based on requests from PMs and BAs. I didn’t make as much progress in UX as I had hoped. Instead, I faced and learned from challenges like communication gaps, dips in motivation, and a sense of disconnection from purpose. In the final 3 months, I began to shift my perspective. My ability to adapt helped me navigate these struggles and find my own rhythm again. During this time, I also started to develop a broader vision for design leadership and the kind of impact I want to make through my work.

This case study isn’t about pointing fingers – challenges like the ones I faced at LittleLives can happen in any team, especially in today’s fast-changing environment. My goal is simply to share my experience, so future teammates can better understand how I approach and navigate challenges within an organization. I also hope it offers encouragement to other designers by showing one possible path through similar situations.

Before sharing my reflections, a quick intro: I’m an introverted designer. I was quiet at the office but joined discussions and shared solutions when needed. I focused best early in the day, and after 5pm, I preferred minimal interaction as my energy dipped. I stayed within my scope, respecting others’ roles—so people often saw me as someone who didn’t talk much.

Next section might take a bit to get through. Grab a coffee! 🙂☕

Approach

Managing stress & emotions

Throughout my time at the company, shifts in structure, team changes, and evolving dynamics created a fast-paced and sometimes intense environment. I didn’t feel comfortable sharing my struggles with other colleagues to avoid adding to the tension, but handling my stress and emotions became my top priority.

So, I reached out to an AI called ‘Therapist/Psychologist-Fictional’, one of the AIs in ChatGPT. After sharing my thoughts and chatting with Robin (the AI coach), I developed my way to manage overthinking, shift my mind to a more positive outlook, and adapt to changes while staying true to my self-worth.

This is the mental health checklist I created for myself after a few days of chatting with Robin. (Please mind the language; I was just pulling my thoughts down). I also revisited this checklist whenever I felt disappointed or stressed.

Developing self-awareness

Once I got a handle on my emotions, I started paying more attention to how people were interacting during times of poor collaboration or tension in the team. By listening carefully, observing, and connecting the dots, I could see the bigger picture and better understand what was going on.

I started to recognize areas where I didn’t handle things well and took time to reflect on how I could improve moving forward. However, I want to highlight the top 4 issues that were bothering me and were beyond my control. They fell outside my role as a senior designer. These issues made me feel like, no matter how much I worked on improving myself in this team, things wouldn’t change much.

These 4 issues did shift my view on creating impactful designs. I realized that I needed to level-up so I could take on these challenges and act at a higher level, instead of always relying on the managers. Otherwise, I’d just be doing craft work without making a bigger impact.

❖ Our CEO shared his ambitious vision for the product, highlighting its potential impact on our users. However, our team prioritized quickly adding features to sell and secure contracts.

→ I often struggled with whether I should ignore the user and just focus on delivering the requested tasks. My time-spent on thoughtful design was seen as unnecessary. This left me feeling confused and without much opportunity to contribute as a UX designer.

❖ Our product started as an MVP with less focus on user experience. As we added more features along the way, things got unclear since there were no clear version distinctions or goals.

→ It became difficult for me to know when to prioritize speed over thoughtful UX design. It also became challenging to decide which design solution worked best, since we had no metrics to lean on for guidance.

❖ Changes in the company and team dynamics, like communication issues and a family-like work culture, sometimes made it harder to collaborate. One thing I noticed was that favoritism. I think it could affect team morale, and I think it’s something worth talking about.

→ Favoritism made me feel like some people’s ideas and contributions were valued more than others. This created frustration and made it tough for me to trust the process. I wasn’t sure if my input would be taken seriously.

❖ Our design lead was thoughtful and supportive. But he didn’t take a more active leadership role, which led each senior designer to work more independently. As a result, the team lacked connection, and we found ourselves working more solo than as a collaborative group.

→ As the product grew more complex, I started to feel that not collaborating meant we were missing out on each other’s strengths and ideas. Our design solution couldn’t reach its full potential.

Engaging with others!

Once I figured out what I could, couldn’t, and wanted to do as a designer within an organization, I did some quick research. Using ChatGPT, I identified the skills and knowledge I needed to reach my goals. The AI provided a structured action list, but I wasn’t sure where to begin. It felt more like a reference guide. What I really needed were practical insights and guidance on which skills to focus on.

So, I decided to attend offline conferences and workshops to gain inspiration and learn how others approach design. One of the most impactful experiences was the UXVN Conference 2024, where I shaped my design vision. Another important moment was at the UX/Product Designer – Midlevel rồi sao nữa? workshop, which helped me clarify what I truly wanted to design.

These experiences opened my eyes to the many possibilities I could explore to create impactful designs. They brought me a step closer to my belief in design: “making a difference in people’s lives” ♥

Grab some chocolate 🙄🍫 (or whatever sweet). Hang in there with me!

Outcome

Taking actions

Once I had everything laid out, it was time to take action. I used my mental health checklist to assess my situation and understand the team’s needs. I also reached out to former colleagues who might have faced similar challenges to determine whether these were cultural issues or simply misunderstandings. After some reflection, I realized it was time to explore a better fit.

Instead immediately resigning, I shared one key challenge I was facing (communication issues) with the managers. I did this because I truly believed in the product and its potential, hoping there might still be an opportunity to contribute. Unfortunately, they chose not to pursue the conversation further.

Staying grounded through career shifts

As I prepared to resign, there was a lot to manage. I needed to wrap up design tasks, deal with the emotions of feeling unheard by my managers, handle administrative work, and plan my next career move. It was a critical time for me to stay focused and maintain a healthy mindset. I also wanted to ensure I didn’t lose trust in my ability to do good work. My goal was to walk away with my head held high.

I couldn’t do it all on my own tho, I reached out to my friend, Mai Tung, for help with the administrative side and the negative thoughts I was struggling with. With his support, I was able to stay on track, wrap up my tasks professionally, and approach my next career step with confidence.

Planning for the next steps

For the first time in my career… I’ve created a Design Roadmap for myself. It’s a 5-year plan that I’m starting to put into practice from now. It’s like my guiding framework. It helps me stay aligned with my long-term goals. It also helps me make decisions and ensures that every project I work on supports the bigger vision I’m striving toward.

⭐⭐⭐ 👉 Check it out! 👈 ⭐⭐⭐

Big thanks to the AIs, and the amazing teams behind them!

Along with my real-life friends and network, you’ve been a great tool. You’ve helped me with research, organizing my thoughts, and creating the perfect images for this case study. ♥

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]]> 4786 Go2Joy’s Hotel Profile Setup https://danchi-studio.com/case-studies/go2joys-hotel-profile/?utm_source=rss&utm_medium=rss&utm_campaign=go2joys-hotel-profile Tue, 21 Jan 2025 13:55:01 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=4256 Feature Enhancement Created On August 2022 Duration 1 week Role UX Lead Team Go2Joy’s Product Challenge Speed up hotel profile setup and reduce training time for new staff. Background Hotel Profile Setup is a feature for Go2Joy’s Super Admin that helps set up and manage hotel profiles on the platform. It allows internal staff to […]

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Feature Enhancement
Created On
August 2022
Duration
1 week
Role
UX Lead
Team
Go2Joy's Product
Challenge

Speed up hotel profile setup and reduce training time for new staff.

Background

Hotel Profile Setup is a feature for Go2Joy’s Super Admin that helps set up and manage hotel profiles on the platform. It allows internal staff to update and create hotel details, room information, pricing, and facilities.

This project was developed in response to the Business Team’s feedback. They reported that setting up hotel profiles took too long and required extensive training for new staff. The process was inefficient and needed improvement to save time and resources.

Approach

My approach began with understanding both the users and the system. Product Manager and I collected user feedback and data to identify their needs and pain points. Then, I mapped out the system’s Information Architecture (IA) and identified the key areas for improvement.

I was the design lead on this project and worked closely with the Junior Designer, giving direction and sharing design solutions while he was responsible for the actual design work.

1. Empathize with the users

We interviewed 2 internal staff members who hold Super Admin roles to gather feedback on the hotel profile setup process.

We sat with them as they walked through the task, observing and asking for their thoughts. This helped us identify pain points and areas for improvement. Afterward, I summarized their feedback and key issues.

2. Understand the current system

Based on insights from user interviews, I decided to map out the current system’s Information Architecture, focusing on the site-map to visualize the overall structure and user paths for creating hotels and hotel groups, as well as content hierarchies to see how information’s organized.

Existed Site-map and Content hierarchies for Hotel and Hotel Group creation.

Below were the two main issues we discovered from the site-map and content hierarchies.

Issue 1:
Poorly structured Hotel Creation Form

The hotel creation form was poorly organized. All the information was listed in a long, unstructured flow, making it hard for users to find important fields quickly. This caused confusion, frustration, and errors, as users had to scroll through a lot of information without any clear grouping or hierarchy.

Issue 2:
Confusing structure for Hotel and Hotel Group creation

The system was confusing for users because there were two ways to create a hotel profile. One was through ‘Hotel Group Management’ for hotel chains. An other one was through ‘Hotel Management’ for individual hotels. The confusion was made worse by the system allowing users to create a hotel group inside a hotel.

Design Solutions

For Issue 1: Poorly structured Hotel Creation Form

I focused on helping users concentrate on one section at a time by breaking the form into clear sections and grouping fields logically. This approach allowed users to process each part step by step without feeling confused or stressed.

Proposed Hotel Creation Inputs

    • Basic Info: Hotel Name, Address, Phone, Location Hints, Location on Google Maps, Description, Hashtag.
    • Room Info: Number of Rooms, Room Types, Photos.
    • Operational Info: Opening Hours, Term and Conditions.
    • Payment Info: Account Number, Account Name, Bank Name, Branch.
    • Main Contact Person: Full Name, Position, CCCD or Passport, Phone, Email.
    • Contract Details: G2J ID, Tax Number, Business ID, Business Name, Contract Status, Type, Code, Duration, Commission.

Proposed Hotel Group Creation Inputs

    • Group Name
    • Hotel List
For Issue 2: Confusing structure for Hotel and Hotel Group creation

To address the issue, I drafted two user flow options. Option 1 was chosen for a quick fix and easier development. Option 2, on the other hand, was proposed to streamline the setup flow, offering more flexibility and removing unnecessary steps. We decided to include this option in the enhancement sprint, as it requires more time for development.

Option 1: Simplified Flow
I removed the option ‘Create a Hotel Group’ function inside individual hotel creation flow. Users first create an individual hotel, then separately create a Hotel Group and add hotels. 

Proposed user flow
Proposed wireframe for discussion

Option 2: Hybrid Solution
I removed the separate ‘Create a Hotel Group’ flow and merged it directly into the hotel creation process. When users create a hotel, they can either select an existing Hotel Group or create a new one simultaneously.

Proposed user flow
Proposed wireframe for discussion

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]]> 4256 Go2Joy’s User Survey https://danchi-studio.com/case-studies/go2joys-user-survey/?utm_source=rss&utm_medium=rss&utm_campaign=go2joys-user-survey Mon, 20 Jan 2025 17:20:44 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=4125 User Survey Created On November 2022 Duration 3 weeks Role UX Researcher Team Go2Joy’s Product Challenge Identify problems and areas for improvement in the Go2Joy app to make it more user-friendly. Background Go2Joy is a hotel booking platform offers a convenient and flexible option for short-term accommodation needs. In late 2022, our CEO wanted everyone […]

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User Survey
Created On
November 2022
Duration
3 weeks
Role
UX Researcher
Team
Go2Joy's Product
Challenge

Identify problems and areas for improvement in the Go2Joy app to make it more user-friendly.

Background

Go2Joy is a hotel booking platform offers a convenient and flexible option for short-term accommodation needs.

In late 2022, our CEO wanted everyone on the team to experience the product firsthand, so we launched the “Work from Hotel” program. Each employee received a 500,000 VND voucher to book a hotel room, check in, stay for 2 hours, and check out, all while using our booking services.

To make the most of this opportunity, the Product team decided to run a survey to identify any issues and areas for improvement within Go2Joy app. I was responsible for defining the survey goals and creating the questionnaires.

Approach

For this project, I focused on improving the product from the users’ perspective rather than relying on deep product knowledge.

My approach was to first map out the user journey and then collect feedback at each stage. This allowed me to focus on specific areas of the app (such as navigation, search, feature usage, and support, …) to identify where improvements needed.

1. Define the User Journey & research goals

In short, all employees received a voucher code via email and were asked to use it to book a room on the Go2Joy app. To better understand their experience, I mapped out the user journey, focusing on the key steps and defining goals for each stage of the process.

Explore & research

    • Goal: identify the key factors that users prioritize when selecting a hotel.
    • Purpose: to understand their main decision-making criteria.

Booking using voucher

    • Goal: understand users’ experience when booking a room using a voucher.
    • Purpose: to identify any challenges or sources of confusion during the booking process.

Pre-arrival

    • Goal: identify the types of reminders or notifications users expect from Go2Joy regarding their upcoming booking.
    • Purpose: to improve communication.

Check-in, Stay, & Check-out

    • Goal: to identify any issues users encounter during check-in or check-out.
    • Purpose: to understand their preferred methods for reporting these issues.

Review & Post-stay 

    • Goal: understand the motivations behind users leaving reviews after their stay at a hotel.
    • Purpose: to enhance review collection strategies and improve user engagement.
2. Add questions at each stage

This was my first time writing survey questions, so I focused on keeping them neutral and avoiding bias. I wanted to focus on understanding the user’s experience, so I used closed-ended questions to measure overall satisfaction. At the same time, I included a few open-ended questions to let users share more detailed thoughts and suggestions for improvement.

Explore & research

What criteria are most important to you when choosing a hotel?

  1. Discounts and promotions
  2. Hotel rating and reviews
  3. Hotel accommodations
  4. Additional services
  5. Convenient location
  6. Other (please specify)

How do you typically search for hotels?

  1. Google search
  2. Social media (e.g., Facebook, Instagram, TikTok)
  3. Booking apps (e.g., Agoda, Booking, Traveloka)
  4. Recommendations from friends
  5. Other (please specify)

Booking using voucher

How would you rate your experience using vouchers on the Go2Joy app?

    • Scale: Very difficult, Difficult, Neutral, Easy, Very easy

Did you encounter any challenges or confusion while using the voucher during the booking process?

  1. Yes, please describe the issue(s) you faced.
  2. No

Pre-arrival

How would you rate the overall communication regarding your check-in time?

    • Scale: Very Poor, Poor, Neutral,  Good, Excellent

How would you want Go2Joy to remind you about your booking?

  1. SMS
  2. Email
  3. Push notification via Go2Joy app
  4. Phone call confirmation
  5. No reminder needed
  6. Other (please specify)

Check-in, Stay, & Check-out

How would you rate your overall experience with the hotel check-in and check-out process?

    • Scale: Very bad, Bad, OK, Good, Great

Was the information provided at check-in clear and helpful?

  1. Yes
  2. Partially
  3. No, please describe the issue(s) you faced.

Review & Post-stay

How likely are you to leave a review for a hotel?

    • Scale: Very unlikely, Unlikely, Neutral, Likely, Very likely

What would encourage you to write a review for this hotel?

  1. Earning points
  2. Receiving a coupon
  3. Getting a free gift
  4. Other (please specify)

Closing questions

How would you rate your experience searching for a hotel and room on the Go2Joy app? Please explain your rating.

    • Scale: Very difficult, Difficult, Neutral, Easy, Very easy

Do you have any ideas or suggestions that could help us improve our services or application?

Outcome

I created the survey in Google Forms, making it easy for everyone to complete. After two weeks, we received a total of 85 responses. I then put together a report to analyze the findings and made recommendations based on user feedback to share with the Product team. Below is my summary of the booking experience using the voucher.

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]]> 4125 Tiki’s Store Decoration https://danchi-studio.com/case-studies/tikis-store-decoration/?utm_source=rss&utm_medium=rss&utm_campaign=tikis-store-decoration Fri, 17 Jan 2025 16:31:49 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=4013 Feature Enhancement Created On April 2021 Duration 2 weeks Role Product Designer Team Tiki’s Product Design Challenge Make the Store Decoration tool easier to use, more flexible, and scalable for future premium layouts. Background Tiki is one of the top e-commerce platforms in Vietnam. I was part of the design team for their B2B system. […]

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Feature Enhancement
Created On
April 2021
Duration
2 weeks
Role
Product Designer
Team
Tiki's Product Design
Challenge

Make the Store Decoration tool easier to use, more flexible, and scalable for future premium layouts.

Background

Tiki is one of the top e-commerce platforms in Vietnam. I was part of the design team for their B2B system. We built tools to help sellers manage and sell their products more easily.

One of the main projects I worked on was the Store Decoration tool. It lets sellers customize their store pages to better showcase their products.

As part of this project, the Business Team asked us to encourage sellers to buy a premium package. This would give them access to more attractive and customizable layouts in the Store Decoration tool. To support that goal, we focused on improving the experience for both sellers and shoppers.

Approach

I was responsible for the seller experience. My goal was to make it easier for sellers to manage and customize their pages, while also keeping the system scalable for future premium layouts.

To start, I worked closely with the Product Manager and the designer handling the consumer side. Our main focus was on the challenges sellers faced – especially larger brands looking for more flexible and eye-catching layouts.

1. Define user needs

From business insights, we saw that sellers – especially big brands were looking for more ways to stand out. Just listing products wasn’t cutting it anymore. They wanted store pages that better reflected their brand identity and helped build stronger connections with customers.

Proposed Solution

To fulfill these needs, we decided offering pre-designed templates that sellers could choose from and modify. This approach would give them the flexibility to change the layout, adjust the content, and showcase their products in different ways.

Importantly, this solution would allow sellers to change layouts easily, without needing layout design knowledge, making it accessible for everyone to create visually appealing store pages.

2. Identify limitations of existing system

Limited layout options: The tool used a single fixed layout for store pages, preventing sellers from adding or customizing different layouts. This made it difficult for them to personalize their store pages to fit their brand.

Unclear widget navigation: The way the “All Widgets” (overview) and “Widget Detail” (settings) sections were arranged was unclear. The tabs kept switching every time a seller clicked a widget, which made it hard to manage and edit long content or multiple widgets.

Small mobile preview: The mobile preview screen was too small, making it difficult to see the whole store layout, especially when there were more than five widgets. This limited how well sellers could review and adjust their page design.

Limited on real-time preview: The live preview was useful, but it didn’t always reflect real-time changes accurately. Sellers couldn’t get an instant preview of how their customizations would look after publishing.

Confusing publishing workflow: The publishing section worked, but it wasn’t clear when changes were ready to be published. This caused confusion about when customizations were final and live on the store page.

Existing Store Decoration page.
3. Benchmark leading platforms

The Product Manager and I started by looking into similar tools on other platforms. We explored Store Decoration tools from competitors like Lazada and Shopee. We also looked at content creation platforms like Behance, WordPress, and Canva for inspiration.

From this research, we found several key patterns that were common across these platforms, such as:

    • Pre-designed templates, user can modify individual elements (like text, images, and layout) to personalize content

    • User-friendly navigation

    • Real-time preview

    • Drag-and-drop functionality

    • Clear guidances, such as visual cues or tooltips that help users understand the impact of their changes.

    • Responsive and allow users to seamlessly switch between devices (e.g., desktop, tablet, mobile)

Outcome

After gathering insights, we brainstormed ideas to improve the Store Decoration tool. However, due to technical limitations and time constraints, we couldn’t implement all the desired features. Instead, we focused on enhancing the following key areas to launch and test first.

1. Page layout preview

Real-time preview: Provided instant, real-time updates to the preview with interactive features, allowing sellers to see their changes live and ensure accuracy before publishing.

Larger mobile preview: Expanded the mobile preview window, added real-time device-specific previews, and enabling dynamic resizing for a better and more accurate layout review.

Improved widget layout: Reorganized the widget structure to make it easier to connect and navigate between the widgets and the preview sections.

2. Layout library

We built a Layout Library with a variety of layout options to help sellers easily decorate and customize their store pages. 

For this step, I teamed up with the designer working on the consumer side. Together, we organized the layouts into different widget types that covered all key store needs – like Banner, Category, Collection, Coupon, and Product List.

Since the drag-and-drop feature wasn’t available yet, we made it easy for users to access the Layout Library. They could simply click Add Widget and choose the layout they liked.

Widget Types

Banner: Displays large images or promotions to catch customers’ attention.

Category: Organizes products into categories (e.g., “Electronics,” “Fashion”) for easier browsing.

Collection: Groups related products together, like “Best Sellers” or “New Arrivals.”

Coupon: Shows discount codes or special offers to encourage purchases.

Product List: Displays a list of products, which can be customized to highlight specific items.

3. Widget navigation

To make navigation easier and more organized, we removed the tabs and added a deeper layer to each Widget Content. This created a clearer hierarchy, helping sellers focus on editing and saving each widget step by step.

Sellers could access the Widget Content in two ways: by clicking on a widget in the Preview Section or by selecting its name in the Current Widgets Section on the tool’s homepage.

Adoption rate

After a month of launching the Store Decoration Library, 100% of premium sellers got access to premium layouts, and 25.25% of them started to customize their store pages.

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]]> 4013 Tiki’s Brand-store Ad https://danchi-studio.com/case-studies/tikis-brand-store-ad/?utm_source=rss&utm_medium=rss&utm_campaign=tikis-brand-store-ad Fri, 17 Jan 2025 08:47:08 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=3952 Ad Placement Design Created On March 2022 Duration 1 week Role Product Designer Team Tiki’s Product Design Challenge Make the Brand-store ad more effective at driving traffic. At the same time, ensure the shopping experience stays smooth and enjoyable. Background Tiki Ads is a tool that helps sellers drive more traffic to their stores and […]

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Ad Placement Design
Created On
March 2022
Duration
1 week
Role
Product Designer
Team
Tiki's Product Design
Challenge

Make the Brand-store ad more effective at driving traffic. At the same time, ensure the shopping experience stays smooth and enjoyable.

Background

Tiki Ads is a tool that helps sellers drive more traffic to their stores and products. One of its key features is the Brand-store Ad. This feature boosts visibility by showing the seller’s store name and tagline at the top of Tiki’s search results page

For this project, the goal was to make the ad slot in Tiki’s customer app more engaging. The aim was to use it in a way that drives more traffic to store pages.

Approach

In this project, I had limited context on what exactly to design. The only request was to create design options for an ad slot that would drive traffic to the store page.

So, I looked at traditional offline ads for inspiration. Then, I checked out what competitors were doing to see what worked well. After that, I moved on to wireframing the layout and interactions. I also created some quick sketches to bring the visual design for the ads to life.

1. Brainstorm on traditional offline media

To make our ad slot more engaging, I set up a brainstorming session with the product manager. We wanted to explore traditional offline media for inspiration. The goal was to understand how these ads capture attention and communicate effectively in physical spaces.

We focused mainly on outdoor events and billboards. We thought some of their concepts could be adapted into the digital space using our current technology.

Notes from brainsotming session, forcus on Billboards and Outdoor Events
2. Benchmark on competitor ad slots

I quickly checked out how competitors use ad slots on their search result pages and noticed a few trends. Some show store logos and names, while others display product lists or a scrollable carousel with more items. Most of them had a similar style.

Outcome

After all the exploration, I concluded that adding subtle movement could help the ad stand out without being too distracting. For the Brand-store Ad, I felt the focus should be on the brand’s image and message, rather than showcasing products. This would help avoid overlapping with our Product Ad format.

Below are the 3 design solutions I proposed to the team. We wanted to see which one would be the most feasible. If we chose options 2 or 3, the Marketing team would develop the visual elements to make sure they align with our brand image

Option 1

This design was inspired by dynamic billboards. At the top of the search results page, there was a vertical carousel. On the left side, it showed static store details like the logo, name, badge, and rating. On the right, it displayed the store’s message – this could include text, an image, and a CTA. That part auto-scrolled every 5 seconds to keep things fresh and eye-catching.

Option 2

This design was inspired by outdoor events. It featured a background image of a Vietnam cityscape to set the scene. A plane flew across the top of the search results page, carrying a banner. The banner displayed the store’s message, name, logo, and a CTA. 

Option 3

This design option was inspired by Outdoor Events. It features a hot-air balloon flying from the bottom to the middle of the search page, carrying a banner with the store message, name, and CTA.

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]]> 3952 Alibaba’s User Research https://danchi-studio.com/case-studies/alibabas-user-research/?utm_source=rss&utm_medium=rss&utm_campaign=alibabas-user-research Wed, 15 Jan 2025 10:48:02 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=3796 User Research Created On Jan 2018 Duration 2 weeks Role UX Researcher Team Alibaba Design Challenge My main challenge was juggling multiple tasks for the first time. 😮‍💨 I had to coordinate with teams, recruit participants, and set up labs. On top of that, I was learning the research guide, test scripts, and documenting everything. […]

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User Research
Created On
Jan 2018
Duration
2 weeks
Role
UX Researcher
Team
Alibaba Design
Challenge

My main challenge was juggling multiple tasks for the first time. 😮‍💨 I had to coordinate with teams, recruit participants, and set up labs. On top of that, I was learning the research guide, test scripts, and documenting everything.

Background

This project was part of the Voyager initiative during the Alibaba-Lazada migration in 2017-2018. We revamped the Lazada app and decided to test the new design in Indonesia, Malaysia, Thailand, and Vietnam.

Our research goal was to gather both qualitative and quantitative data by collecting feedback from 20 participants in each country (10 existing Lazada users and 10 new users).

To carry out the research, the UX Design teams in each country were in charge of conducting the user research, interviews, and documentation. Below is a summary of the two weeks we spent preparing for and conducting user research in Vietnam.

Approach

We received guidance and test scripts from our Lead UX Researcher to carry out the research. The process started with collaboration across multiple teams: CX, CS, IT, Finance, Legal, and Admin. We worked together to handle preparations, such as recruiting participants, managing legal contracts, setting up incentives, and preparing research labs.

1. Aligning on Research Goals and Key Insights

We had a session with our lead researcher to align on the research goals. The goal was to ensure that, even while localizing the test scripts for Vietnamese participants, we stayed true to the main research objectives.

The primary focus of the research was to understand:

    • How users navigate to find products from the Homepage

    • How they scan, filter, and browse the Search Results and Category Pages

    • How they interact with the Product Page

    • How they interpret product tiles

    • Their thoughts and comparisons between the test app and the current app

The secondary focus was to gather insights on:

    • Their online shopping behaviors

    • The apps they use daily

    • Their expectations for a personalized app experience

2. Recruiting Participants

Our main focus for this step was to recruit the right participants and ensure a smooth onboarding process. To make this happen, we worked closely with the Customer Experience (CX) and Customer Support (CS) teams.

We gave the CX team a demographic questionnaire to help them screen and identify suitable participants from their customer database.

For the research, we created a detailed schedule for the 5-day usability test. The CS team took charge of onboarding participants, following up with them before and after each session, and coordinating with the design team to ensure everything ran smoothly.

3. Setting up Research Labs

This step, we worked with the IT team to set up the research labs, making the most of all available facilities.

We used two cameras: one to capture how participants interacted with the test phone, and another for an overhead view. We also made sure to document participants’ interactions with the test phones and card-sorting activities.

Paul and Hai setting up the research lab, preparing everything to ensure a smooth and effective usability test session.
4. Preparing for Test Script Dry Run

Our lead researcher provided the team with scripts that included questions and scenarios for the usability test. Each of us approached the document in our own way. For me, I broke down the questions, scenarios, and tasks into smaller sections. Then, I reorganized them to help me communicate more naturally with participants in Vietnamese.

My approach to organizing and understanding the test scripts, questionnaires, and activities.

To make sure everyone was aligned on the research objectives and user flow, we did a trial run before the formal sessions started. During the trial, team members took on roles as participants, moderators, and observers. This gave us a chance to review the scenarios and activities in action, and ensure everyone was clear on the process, including the flow from the Homepage to the Product Page.

Lam, Hai, and I doing a dry run to ensure everything is ready for the real sessions.
5. Conducting User Research Sessions

It was my first time leading user research, and I was really nervous. But I reminded myself to stay calm and focused. I kept in mind the helpful tips from our lead researcher to guide me and make sure everything stayed on track.

THE TIPS

Introduce: welcome participants, explain the study’s purpose, and inform them about the legal agreement and video recording.

Observe, listen, and ask “Why”: guide participants through the test, listen to their feedback, ask follow-up questions, and bring the conversation back on track when needed

Record and take notes: take photos of the activities, record the sessions, and note down key findings after each session.

Me conducting user research sessions, with observers watching from other locations.
6. Organizing the Findings

For five days straight, we conducted the research and met at the end of each day to review our findings and share insights.

At the end of each day, we grouped the findings into three categories: Homepage, Search Results & Category, and Product Page. We focused on the most relevant insights and put together a PowerPoint to share key takeaways (both positive and negative) with the rest of the team.

Alisa, Hai, and I catching up each night to review and discuss the findings from that day.
7. Solo Reflection and Ideation

I also take some time alone to review my notes and findings, looking for key insights. This helps me brainstorm ideas for the next steps. Below are examples of my notes from a session with a participant, along with my brainstorming board.

My quick notes from one of the participants.
Exploring ideas based on insights from 21 participants.

Outcome

During the user research, my main goal was to gather data that aligned with our research objectives. But as I reviewed the findings, I started uncovering deeper insights into how users interact with our product and what they truly need. These insights not only helped refine our user personas but also gave me a stronger sense of empathy for our users, allowing me to see things from their perspective.

Through this process, I’ve learned how powerful research methods can be in understanding users on a deeper level. It’s helped me connect with their behaviors and needs, allowing me to make more thoughtful decisions that truly improve the user experience.

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]]> 3796 Lazada’s Multi-seller https://danchi-studio.com/case-studies/lazadas-mukti-seller/?utm_source=rss&utm_medium=rss&utm_campaign=lazadas-mukti-seller Tue, 14 Jan 2025 16:50:12 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=3704 Comparison Feature Design Created On April 2017 Duration 21 days Role UI/UX Designer Team Lazada’s Product Design Challenge Design an intuitive way for users to compare offers. Background The Multi-seller feature was a small addition to Lazada’s Product Description Page (PDP). It allowed users to connect with other sellers offering the same product. These sellers […]

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Comparison Feature Design
Created On
April 2017
Duration
21 days
Role
UI/UX Designer
Team
Lazada's Product Design
Challenge

Design an intuitive way for users to compare offers.

Background

The Multi-seller feature was a small addition to Lazada’s Product Description Page (PDP). It allowed users to connect with other sellers offering the same product. These sellers often had different deals or prices.

The main goal was to help users choose the best option. By showing prices, deals, and other details from different sellers, users could easily compare and make informed decisions

Approach

To make comparisons easy, we organized key information clearly and grouped relevant details into intuitive categories. This allows users to quickly scan and compare options, whether on the PDP or the Multi-seller page. Below are the steps we took to develop this design solution.

1. Define the User-flow

We started by defining the user flow to make sure everything was smooth and easy to navigate. On the PDP, users could click to get to Comparison Mode – also known as the Multi-Seller Page. There, they would see a list of sellers offering the same product. Users could then filter and compare options to find the best deal.

2. Define Information Architecture for comparison

→ We began by identifying all the key information users would need to compare on the PDP. We then organized this information into three main categories: Seller info, Delivery info, and Service info.

→ Next, we defined the specific comparison criteria for the Multi-Seller page. This made it easy for users to view and compare all the relevant details.

→ Finally, we prioritized each element on the page. This helped highlight the most important information, allowing users to make quick and informed decisions.

Outcome

PDP: We reorganized the Delivery, Service, and Seller info into separate sections. The goal was to make everything clear and well-structured. This way, users could easily understand the information when they moved to the Multi-Seller Page.

Multi-Seller Page: We displayed a list of other sellers in a card format to make choosing easier. Each card showed the Seller info at the top. Other details like Delivery, Service, and Promo info could be scrolled through in a carousel on each card.

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]]> 3704 Lazada’s Store Metrics https://danchi-studio.com/case-studies/lazadas-seller-insights/?utm_source=rss&utm_medium=rss&utm_campaign=lazadas-seller-insights Tue, 14 Jan 2025 11:05:43 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=3645 Icon Design Created On Dec 2016 Duration 2 weeks Role UI/UX Designer Team Lazada’s Product Design Challenge Find an engaging way to display store performance metrics, so that users can easily understand and interact with them. Background Lazada is one of Southeast Asia’s largest and most popular e-commerce platforms, connecting millions of buyers and sellers […]

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Icon Design
Created On
Dec 2016
Duration
2 weeks
Role
UI/UX Designer
Team
Lazada's Product Design
Challenge

Find an engaging way to display store performance metrics, so that users can easily understand and interact with them.

Background

Lazada is one of Southeast Asia’s largest and most popular e-commerce platforms, connecting millions of buyers and sellers across the region.

To improve the shopping experience, this project focused on redesigning the seller information section of the Product Description Page (PDP).

Our goal was to provide users with important metrics such as Satisfaction Rate, Items Sold, and Time on Lazada to help them make more informed purchasing decisions.

Lazada's Store Profile section in 2016.

Approach

To make the information more engaging, I decided to pair icons with the data to give it an infographic style. This approach highlights the metrics visually, making them easier to understand and more appealing to users.

1. Ideation

I used a cityscape metaphor to represent a store’s growth on Lazada. Just like in SimCity, where a city expands and thrives through development and upgrades, a successful store grows through more sales, satisfied customers, and a strong reputation. This metaphor helps illustrate the store’s progress in a simple, visual way.

2. Define icon for “Item Sold”

Items Sold is the total number of products sold by the store on Lazada. To help users grasp the size of a seller’s business, I compared it to different types of real-world stores.

Street Vendor → Hobby Seller

    • Description: A seller who has sold over 500 items.

    • Rationale: A smaller, more casual seller, often starting with a modest number of products.

Small Store → Growing Retailer

    • Description: A seller who has sold over 2,000 items.

    • Rationale: Represents a business that is starting to scale up, with more products and a growing customer base.

Shopping Mall → Large Enterprise

    • Description: A seller who has sold over 5,000 items.

    • Rationale: A well-established, large-scale business with a significant number of products and broad reach.

3. Define icon for “Time on Lazada”

Time on Lazada is the duration for which the store has been active on Lazada. To show how long a seller had been with Lazada, I used tree growth stages as a metaphor

Seed Germination → Newcomer

    • Description: A seller who has been on Lazada for 2 years or more.
    • Rationale: Represents a seller who has started to establish themselves and expand their reach.

Sapling → Growing Business

    • Description: A seller who has been on Lazada for 4 weeks or more.
    • Rationale: A fresh start, a new seller who is just beginning their journey.

Mature Tree → Established Seller

    • Description: seller who has been on Lazada for 5 years or more.
    • Rationale: A fully-grown, stable business with experience and long-term success on the platform.
4. Define icon for “Satisfaction Rate”

Satisfaction Rate is how happy customers are with the product quality and shop services (like packaging, delivery, and chat replies). I used a simple emoji scale to show how happy customers are, from Very Satisfied to Very Unsatisfied (on a scale of 5).

Outcome

Since the seller’s section on the PDP is limited by space on mobile, I proposed displaying the two most important metrics — Time Sold and Time on Lazada, with the remaining metrics accessible on the Store Profile Page.

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]]> 3645 Lazada’s Desktop Header https://danchi-studio.com/case-studies/redesign-lazadas-desktop-header/?utm_source=rss&utm_medium=rss&utm_campaign=redesign-lazadas-desktop-header Tue, 14 Jan 2025 07:36:11 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=3558 Desktop Header Redesign Created On Oct 2017 Duration 8 days Role UI/UX Designer Team Lazada’s Product Design Challenge Redesign Lazada’s website header to make space for ads while optimizing key functions like notifications, cart info, and category access across the entire site. Background Lazada is one of Southeast Asia’s top e-commerce platforms, offering everything from […]

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Desktop Header Redesign
Created On
Oct 2017
Duration
8 days
Role
UI/UX Designer
Team
Lazada's Product Design
Challenge

Redesign Lazada's website header to make space for ads while optimizing key functions like notifications, cart info, and category access across the entire site.

Background

Lazada is one of Southeast Asia’s top e-commerce platforms, offering everything from electronics to fashion and home goods. I had the chance to work on their website header, where the goal was to make space for ads while reorganizing key features like notifications, cart info, and access to product categories.

Although it was a small project, the challenge was finding a solution that worked seamlessly across the entire site, from the Home Page to Product Pages, My Account, Cart, and Checkout.

Lazada's desktop header in 2017

Approach

We decided to hold a workshop with the designers and product managers involved in those projects. The goal was to rethink the order of the header elements and use feedback from ongoing work to improve the design.

Below are the steps for planning, preparing, running the workshop, and designing. The workshop included 3 main activities

1. Benchmarking on competitor designs

In this step, we focused on identifying header design trends from 2017. We reviewed 36 e-commerce desktop headers and voted on the ones we liked and disliked. Afterward, we discussed the reasons behind our choices, comparing what worked and what didn’t in the designs of our competitors.

Blue dots for top 3 favorites. Yellow dots for our bottom 3.

Based on the discussion, here are my notes on what we liked and disliked.

Liked

Style: Minimalist design was considered the most user-friendly trend.

Space: Proper white space between elements made them easy to spot and gave the design a clean, visually appealing look.

Elements: Simple, functional, and easy to use. The user-profile icon for registration/login and the heart icon for the wishlist were preferred.

Promo Banners: Hero banners captured attention immediately, while mini pop-ups above the header served as simple reminders with a message, link, and close button.

Dimensions: Full-width headers with a height of 100-140px were the standard across most e-commerce sites.

Typographic Hierarchy: Clear and consistent use of fonts and colors for headlines, sub-headers, links, and CTAs, making the content easy to read and navigate.

Disliked

Style: Overuse of the brand’s colors in headers, headings, links, CTAs, and banners, without considering proper proportions or white space.

Elements: Poorly placed elements made navigation confusing, and decorative items were mixed with key action icons, making the header less effective.

Typographic Hierarchy: Links and labels lacked distinction, making it hard to differentiate between elements.

Promo Banners: Banners with busy background images and different font styles for headings were distracting.

Dimensions: Large, fixed headers over 150px in height, which felt bulky and took up too much screen space.

2. Element exploration on our current header

In this step, we focused on prioritizing the elements that have the biggest impact on the user. We discussed about the key elements that impact the current header, like login states, lists, notifications, and promotions.

We discussed the main elements that affect the current header, like login states, lists, notifications, and promotions. Then, we did a ranking exercise where each person ranked them from #1 (critical), #2 (important), to #3 (nice to have). After that, we calculated the percentage of importance for each element to decide which ones to prioritize.

Element Ranking Results

Critical: Brand, Category Navigation, Search, Cart, Login/Signup, My Account, Wishlist

Important: Customer support, My orders, Selling on Lazada, Liveup, Country / Language

Nice to have: Follow brands/stores, Channel selection, Official stores, My reviews, Promo

3. Wire-framing

The goal was to create draft wireframes for the desktop header based on the key trends and most important elements we defined in Steps 1 and 2. We came up with two design options.

Option 1: This design focused on campaigns and promotions, with the header highlighting special offers, sales, and deals for easy access. It was designed to emphasize marketing messages and limited-time offers

Option 2: This design centered around category-based navigation, with the header clearly organizing product categories to help users quickly find what they’re looking for. It was designed to highlight our wide range of products and provide a more straightforward browsing experience.

Outcome

After drafting the concept ideas on the whiteboard with the team, I began laying them out in Axure to make the designs clearer and more structured.

Option 1: design focused on campaigns and promotions.
Option 2: design focused on category-based navigation.

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]]> 3558 Danchi Studio Logo https://danchi-studio.com/case-studies/danchi-design-studio/?utm_source=rss&utm_medium=rss&utm_campaign=danchi-design-studio Sun, 12 Jan 2025 16:45:09 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=3347 Logo Design Created On Jan 2021 Duration 1 week Role Graphic Designer Background I’ve spent years imagining a logo that truly represents me, and I’ve finally transformed my name – “Đan Chi” into a symbol that feels like a true reflection of my identity. This name, given to me by my grandfather, has always held […]

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Logo Design
Created On
Jan 2021
Duration
1 week
Role
Graphic Designer

Background

I’ve spent years imagining a logo that truly represents me, and I’ve finally transformed my name – “Đan Chi” into a symbol that feels like a true reflection of my identity. This name, given to me by my grandfather, has always held a special place in my heart.

Đan: This character means “red,” a color that symbolizes good luck, energy, and positive outcomes. It can also represent purity or something refined, like moral or spiritual clarity.

Chi: This character means “branch,” which is a part of a tree or plant that grows from the main trunk. Branches symbolize growth, connection, and reaching out to something bigger.

So, I think Đan Chi can be understood as “red branch,” representing life, growth, and the idea of something lasting.

Approach

Well… I just wanted to share how beautiful my name is, though its meaning isn’t tied to this logo. For Danchi Design Studio, I wanted the design to feel energetic, it’s a place where ideas come to life.

1. Drafting and Refining

For the logo, I started by doodling random shapes related to the letters D and C, as well as the word “studio.” I then played around with blending those elements together, seeing how they could flow while keeping things simple and balanced.

Below is the first draft from my quick sketches. It’s a rough start, but it captures the image I’m aiming for.

I then created a sketch on the computer, and this is where the icon began to take shape.

2. Experiment with typography

I chose the Poppins font for its modern twist, and its geometric design gives it a structured, contemporary feel that pairs perfectly with my icon, which is also based on geometric shapes.

3. Color Selection

I chose vibrant pink and yellow to add energy and warmth, making the room feel lively and inviting. I think these bright colors create a positive and dynamic atmosphere.

Dark purple is added to balance the energy; it also gives the icon more depth and a calmer feel, helping to ground the overall composition.

Outcome

This version is close to what I had in mind. The next step is branding for Danchi Design Studio, which I believe I will have chance to work on it later.

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]]> 3347 EFD’s Change YOur World https://danchi-studio.com/case-studies/efds-change-your-world/?utm_source=rss&utm_medium=rss&utm_campaign=efds-change-your-world Fri, 10 Jan 2025 06:57:01 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=6290 Identity Design for Campaign Created On October 2009 Duration 1 week Role Graphic Designer Team Danchi Design Studio Challenge Design an identity that clearly delivers its message across items like t-shirts, bags, postcards, posters, and badges. Education for Development (EFD) was a non-profit organization based in the Netherlands and Belgium. In Vietnam, EFD worked closely […]

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Identity Design for Campaign
Created On
October 2009
Duration
1 week
Role
Graphic Designer
Team
Danchi Design Studio
Challenge

Design an identity that clearly delivers its message across items like t-shirts, bags, postcards, posters, and badges.

Education for Development (EFD) was a non-profit organization based in the Netherlands and Belgium. In Vietnam, EFD worked closely with local social organizations to improve education for disadvantaged children and young people.

To raise awareness and encourage public involvement, EFD Vietnam launched the “Change Your World, Change Our World” campaign in 2010. The campaign aimed to show how each individual could make a difference, no matter how big or small, by taking action to support better education for those in need.

I volunteered with EFD team. My role involved designing visual assets to help communicate the campaign’s message and engage the public effectively.

Approach

Because the campaign title was already strong and bold, I decided to use it as the core of the design and added a twist to create a unique identity for the campaign.

1. Ideation

I simplified the design by removing the repeated words “change” and “world”, and focused on highlighting “your” and “our” in the message “change your world, change our world”. This helped emphasize the theme of “unity” by connecting the individual (your) and the collective (our).

2. Experiment with typography

To further reflect this idea, I added decorative lines with connected square diamond shapes, which also tied in with the campaign’s taglines, “Start by acting local” and “I act local”.

3. Mockup testing

Below are some mockups of the message applied to different merchandise items.

Outcome

Below are some photos from the campaign – “Change Your World, Change Our word”

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]]> 6290 TicTac’s Poster https://danchi-studio.com/case-studies/__trashed/?utm_source=rss&utm_medium=rss&utm_campaign=__trashed Fri, 10 Jan 2025 04:55:29 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=3521 Poster Design Created On Jun 2008 Duration 2 weeks Role Graphic Designer Team TicTac Boutique Challenge Design a poster that was different from TicTac’s usual luxury watch posters but still fit with the brand’s identity. Background TicTac Watch has been a trusted name in watches in Vietnam since 1978 and is the official distributor for […]

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Poster Design
Created On
Jun 2008
Duration
2 weeks
Role
Graphic Designer
Team
TicTac Boutique
Challenge

Design a poster that was different from TicTac’s usual luxury watch posters but still fit with the brand's identity.

Background

TicTac Watch has been a trusted name in watches in Vietnam since 1978 and is the official distributor for some of the world’s top watch brands. The team wanted to create a poster to remind customers about Father’s Day, which would be shared through a marketing email and displayed in the showroom.

This was my first commercial design project after graduation, and it was a completely new experience. I was excited to dive into the real world of design, where creativity meets business. The challenge was to create something fresh, while still staying true to TicTac’s brand.

Approach

Back then, TicTac didn’t have a defined brand visual identity, so I had the flexibility to choose between using a photo or an illustration as the main imagery for the poster. My goal was to create a simple design that would stand out from the typical luxury watch posters in TicTac’s showroom.

1. Ideation

I chose to use a simple illustration that combined key ideas related to watches and Father’s Day. I used elements like “mechanical movements” to represent how watches work,  “time” and “date” to emphasize the purpose of a watch.

To connect it to Father’s Day, I added symbols like ties, mustache, hats, or bicycles —things that are commonly associated with fatherhood.

2. Brainstorm Concepts

I came up with two design options for the Father’s Day poster: one featuring a bicycle and the other a mustache as the main imagery.

Option 1: The bicycle symbolizes life’s journey—from son to father to grandfather—highlighting the balance and support fathers provide along the way. Much like learning to ride a bike, fatherhood is about guiding each generation while staying steady.

Option 2: The mustache, a timeless symbol of fatherhood, represents strength, wisdom, and masculinity. In the playful, mechanical man design, I aimed to capture fathers as both strong and nurturing, with a touch of enduring charm and characte

Outcome

We went with the mustache option because it’s a symbol that’s closely associated with fathers. It’s familiar and represents qualities like strength and wisdom. The bicycle, however, felt a bit more abstract, focusing on a broader idea of life.

The team felt the mustache was a more direct and personal way to capture the true essence of fatherhood.

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]]> 3521 Vietnam HAT 2008 https://danchi-studio.com/case-studies/vietnam-hat-2008/?utm_source=rss&utm_medium=rss&utm_campaign=vietnam-hat-2008 Mon, 06 Jan 2025 04:09:11 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=6126 Logo Design for Merchandise Created On October 2008 Duration 1 week Role Graphic Designer Team Danchi Design Studio Challenge Design a logo thatlooks consistent across various items like t-shirts, bags, and hats. Background Vietnam HAT 2008 was an annual Ultimate Frisbee tournament hosted by the Saigon Ultimate Club. It was one of the largest events […]

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Logo Design for Merchandise
Created On
October 2008
Duration
1 week
Role
Graphic Designer
Team
Danchi Design Studio
Challenge

Design a logo thatlooks consistent across various items like t-shirts, bags, and hats.

Background

Vietnam HAT 2008 was an annual Ultimate Frisbee tournament hosted by the Saigon Ultimate Club. It was one of the largest events for Ultimate Frisbee enthusiasts in Vietnam and Southeast Asia.

I had the opportunity to design the logo for this event’s merchandise, with the request to capture the ‘ultimate spirit’ of the event. This was also my first commercial design project, which went live after I graduated.

Approach

1. Ideation

At first, I was thinking about using ‘birds’ because they symbolize unity and teamwork, which perfectly align with how Ultimate Frisbee is played (players work together to achieve a common goal)

Then, I wanted to tie the design to something meaningful to Vietnam since the event was being held here. I also thought it would be a great opportunity to share a piece of Vietnamese culture with international friends, so I chose Chim Lạc (the Viet birds) from the designs on the Đông Sơn bronze drums. The drums belong to the Đông Sơn culture in the Red River Delta of Vietnam.

So, I picked the Chim Lạc to represent the key traits that define Ultimate Frisbee.

2. Experiment with the logo on different merchandise

I experimented with different ways to modify the logo to ensure it would work well across items like banners, t-shirts, hats, bags, and frisbees. Since we have teams, I also made sure the logo could be placed on different colored backgrounds to match each team’s style.

3. Mockup testing

Here are some mockup trials of the logo applied to different merchandise items.

Outcome

Below are some photos from the tournament – Vietnam HAT 2008.

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