One Storefront, Many Brands
A full ecommerce redesign for a long-established Vietnamese retail group — one storefront carrying several sub-brands, across desktop and mobile.
Platform
Ecommerce website — desktop & mobile web
Category
Ecommerce · Retail
Timeline
~2-4 weeks
The group sells several product lines under one parent name, across men's, women's and kids' ranges, through a single national storefront. I designed the full ecommerce experience: homepage, sub-brand landing pages, listing and product detail, cart and checkout, accounts, news, and the supporting pages — desktop and mobile.
Each sub-brand has its own identity and its own audience, but they share one store, one cart and one account. Give each too much room and the site fragments; give them too little and the sub-brands stop meaning anything.
The whole store mapped as one connected flow before any screen was designed — homepage or sub-brand landing page, into listing, product detail, cart, checkout and account, with authentication crossing all of them. One shared design foundation then let the sub-brands vary within the storefront rather than beside it, so familiar patterns stayed consistent wherever they appeared.
01. EMPATHY AND DEFINE
The work began with the brief, the existing brand system and a complete flow map. The priority was defining one storefront structure that could support several sub-brands, three audience ranges, nine connected flows and both desktop and mobile.
Research goals
Map the entire shopping journey before designing individual screens. Define where the parent brand leads and where each sub-brand becomes visible. Keep product discovery, cart, checkout, account and support connected across both breakpoints.
What discovery drew on
The client brief established one store with several identities. The existing brand system supplied the visual constraints, while the full page inventory and flow map exposed the shared cart, account, authentication and support requirements.
02. IDEATION & CONCEPT SELECTION
One shared foundation. The sub-brands vary within it rather than beside it, so a product card reads the same wherever it appears. Buttons, inputs, dropdowns, tabs, tooltips, tags, pagination and modals were built as a working library so nine flows and two breakpoints stay consistent.
Site map
Home — campaign-led entry and navigation. Landing pages — men's, women's and kids' ranges plus four sub-brands. Shop — product listing, filters, sale, new and featured, and product detail. Cart, checkout, account, authentication, news, support and company pages complete the storefront.
Key task flows
Homepage or sub-brand landing page → product listing → product detail → cart → checkout → order complete. Account and authentication cross the whole journey, with orders, wishlist, password recovery and confirmation supported across desktop and mobile.
03. THE REDESIGN
The hard part was never a single screen. It was that one parent brand, several sub-brands and three audience ranges all wanted to be the front door. The flow map settled it early: one spine, with the sub-brands as entry points rather than destinations. It's the decision everything else on the site rests on.
