Newwave Studio — Digital Product & Brand Agency

Premium Fashion eCommerce

Premium fashion, on every screen. A responsive website and a mobile app that bring 50+ international brands, a unified loyalty wallet and in-store perks together, so every purchase feels considered.

Platform

Website · Mobile App (iOS & Android)

Maison Online is the e-commerce platform of Maison RMI, one of Vietnam's leading distributors of international fashion brands since 2002. We redesigned both maisononline.vn and the Maison Online mobile app as one connected experience. Products, prices and point values in the screens are illustrative sample content, not live figures.

Challenge

The core question we faced: how do you sell 50+ premium brands across a website and an app without either feeling like a discount marketplace? Two things had to be true at once — browsing had to feel as curated as walking into a Maison boutique on any screen, and the loyalty layer of points, challenges and e-vouchers had to reward customers without cluttering the storefront.

The core tension

A multi-brand fashion store has to feel premium and trustworthy on desktop and mobile, yet still drive conversion with vouchers, first-order offers and points — brand-level polish on the surface, a hard-working retail engine at the core.

The core tension

One store, every screen

From CHARLES & KEITH and PEDRO to MLB and Coach, every label has its own identity. We needed each brand to shine while search, filters, cart and checkout stayed consistent — with one account and one synced cart across web and app.

One store, every screen

Loyalty without noise

Points are earned in Maison stores, on the website and in the app, then redeemed as shopping or FREESHIP e-vouchers. Challenges, event check-ins and rewards needed one clear home on both platforms that motivates rather than distracts.

Loyalty without noise

Solution

One idea shaped our work: let the fashion lead and let the rewards follow. We built a single design system for web and app — warm and editorial, with soft neutral backgrounds, generous whitespace and campaign-led imagery, set in Avenir Next and lifted by a vibrant accent palette that keeps it fresh rather than formal. On desktop, wide editorial layouts and rich brand pages invite browsing; on mobile, a quiet bottom tab bar keeps shopping, rewards and account one tap away. One loyalty wallet brings points, challenges and e-vouchers together everywhere, and a store locator connects both platforms to Maison boutiques across Vietnam.

01. EMPATHY AND DEFINE

Fashion shopping in Vietnam moves fluidly between boutiques, laptops and phones. We set out to understand how Maison customers browse, compare and redeem across those channels — and where the existing website and app made premium brands feel ordinary.

Research goals

Map the shopping journey on web and app — how quickly a customer moves from inspiration to a brand, a product and checkout. Clarify the loyalty model: how points are earned across channels, redeemed as e-vouchers and boosted through challenges. Remove friction in sign-up, cross-device cart sync and delivery. Shape one premium, editorial UI that scales from desktop to mobile.

What discovery drew on

We drew on three inputs: the client brief and Maison's omnichannel loyalty programme; a teardown of leading fashion e-commerce websites and multi-brand retail apps in Vietnam and the region; and web and mobile patterns for product listings, wishlists, checkout and digital vouchers — all set against brand references for a refined, image-first interface.

02. IDEATION & CONCEPT SELECTION

Rather than exploring competing layouts, we committed to one clear direction and refined it. The concept: a digital Maison boutique that feels the same on every screen. From the editorial homepage to brand pages, product details and the rewards wallet, every choice pulled toward the same feeling — curated, trustworthy, and never cluttered.

Site map

Shared across web & app: Home (Search · Campaigns · New Arrivals · Featured Brands) › Categories (Women · Men · Kids · Bags & Shoes · Accessories · Beauty) › Brands (Brand Page · Collections) › Product (Gallery · Size & Colour · Details · Add to Cart · Wishlist) › Cart & Checkout (Delivery · Payment · E-vouchers) › Rewards (Points · Challenges · Redeem) › Account (Profile · Orders · Wishlist · Store Locator · News & Events) App only: Event Check-in

Key task flows

Discover & buy: Home → campaign or brand → product listing → product detail → cart → checkout with e-voucher Search: Search → suggestions while typing → filtered results → product Earn & redeem: shop in store or online → points credited → Rewards → redeem a shopping or FREESHIP e-voucher → apply at checkout or in store Cross-device: add to cart or wishlist in the app → continue on the website with the same account

03. THE REDESIGN

The project kept bringing us back to one question: how do you make a multi-brand store feel as premium as the brands it carries, on every screen? Restraint answered it — we let the imagery lead, kept the interface quiet, and gave loyalty a clear home instead of scattering offers everywhere. The hardest craft was keeping web and app as one experience: one design system, one account, and one wallet for points earned in boutiques, online and through challenges. The natural next chapter is personalisation — surfacing the right brand and the right voucher before the customer even searches.