The Challenge
Central Digital struggled with severe tech and design debt, compounded by an ever-growing backlog of bugs and delayed feature implementations. These issues hindered innovation, diverted resources, and caused the team to focus on fixing immediate problems rather than progressing with strategic growth and product enhancements.
The Approach
By shifting away from a siloed design delivery model, we aimed to centralise design tools and assets into a unified system, enabling cross-functional collaboration and sharing of insights, customer journeys, and components to foster consistency, encourage innovation and reduce design debt.
The Response
I secured buy-in from designers by explaining the benefits of a unified approach, reorganised our Figma structure into Teams > Projects > Files > Pages, then built a robust, flexible design system from the ground up, that ensured consistency, reduced designer effort, and accelerated design delivery across the organisation. Each responsive website and mobile app illustrated below share the same feature set, utilizes the same underlying structure, design system and component libraries, but styled and adapted according to their own brand standards and customized by business need and market vertical.
My Contribtion
GO! Hyper Vietnam: 1,2) Content rich and geo-locate delivery proposition home page, 3) Shop by category and/or brand, 4) food, fashion, furniture variant option picker, 5) combined bag and checkout.
Central Department Store: 1) Market-place ready single page checkout, 2) Market-place ready shopping bag, 3) app single page checkout 4) multi-option login/sign-up, 5) simplified order confirmation.
Come Home Vietnam: 1,2) Home page with interactive room planner, 3) multi-level category page, 4) multi product scene viewer, 5) product detail page with augmented reality viewer.
My Contribution
Responsible for creating and managing the design system that would be the foundation for every new feature update, mobile app and brand going online
Managed end-to-end UX design and delivery for responsive web and mobile apps
Manage and mentor product designers to work within the design system
Designed and maintained bilingual style guides and shared component libraries for Central Department Store, SuperSports, PowerBuy, Tops, TopsClub, TopsVita, Go Hypermarket, and ComeHome
Designed variants to accommodate 3 market verticals; food, fashion and furniture
Manage and own developer hand-off and access
Ensure successful user acceptance and quality assurance testing
Manage go-live and brand handover activities
Monitor and track post launch implementation.
Deliverables
Strategic roadmap, Visual Identity, Low Fidelity Wireframes, High Fidelity Visual designs, Design System, Dev handover documentation
Delivery Team
Product Owner, UX Lead, UX mid-designer, UI mid-designer, Tech Lead, Business Analyst, iOS Dev (2), Android dev (2)
Timeline
Scope definition to client acceptance, 1 year 6 months.