Building the Foundation for Future Brands and Features

Developing flexible design systems to support fast paced multi-brand feature roll-outs and new market deployments.

Building the Foundation for Future Brands and Features

Developing flexible design systems to support fast paced multi-brand feature roll-outs and new market deployments.

Organisation

Central Retail Digital

Organisation

Central Retail Digital

Project

Brand Factory

Project

Brand Factory

Platform

Web, Mobile App

Platform

Web, Mobile App

Area of Expertise

Design Mgmt, eCommerce

Area of Expertise

Design Mgmt, eCommerce

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.