My role
Senior Product Designer
Year
2024-2025
Responsibilities
– Conversion & Data Analysis
– User Flow Optimization
– Strategic UX/UI Design
– Trust & Interaction Design
– Design QA
Deliverables
– Website (All resolutions)
– Design System & UI Kit
– Logotype & Branding
– User Flow Diagrams & CJMs
Market Positioning and Brand Trust
Based on my analysis of the data, I’ve identified Woodconcept’s core audience as men aged 35-55. This means conceptual designs are not the right fit. The branding needs to be clear, legible, and communicate the furniture’s contemporary style directly.
Moving away from the old logo required a fresh conceptual approach. This redesign was a pivotal strategic step, as the new logo was designed to serve as the central pillar for unifying the brand’s identity across all touchpoints, including the website and marketing collateral.
Following an in-depth discovery phase of competitor analysis and visual exploration, we focused on a key strategic task: crafting a logo that was both modern/legible and reflective of a mid-to-upper market brand.
Our target audience analysis—identifying men aged 35-55 as the core clientele—made the direction clear. Conceptual ambiguity was not an option. The result is a purposeful identity: clear, easily readable, and unmistakably contemporary.
We continuously tested new creative hypotheses, refined our concepts against market benchmarks, and analyzed competitors to ensure our final direction was not only distinctive but strategically positioned to stand out.
New Logo Design
This is the variant we ultimately moved forward with.
This logo successfully conveys modernity, moving toward, ensures strong legibility and recognition, and clearly signals the brand’s price segment and overall aesthetic.
Motion Branding
I translated the static brand identity into motion by creating a suite of custom animations in After Effects. These sequences were used to enhance key presentations and provide a library of professional motion assets for the brand’s video communications.
Tactile Branding
The new logo was already utilized at the VIFA 2025 exhibition. For this event, a color palette, stand design, and layout were meticulously planned.
We created clean business cards and dedicated QR cards for each furniture collection. This decluttered the booth—shifting focus from signage to the furniture—while providing precise data on collection popularity through scan rates.
Content Visual Strategy
The website is the key sales platform, designed to showcase products with high-quality renders. Its core functionality allows customers to curate a wishlist and submit inquiries directly. To emphasize quality and exclusivity, sorting by price range is available, but final pricing is provided only upon request.
The project started with wireframing the site architecture and core user flows.
Sales Feature: Streamlined Inquiry & Lead Generation
The website was designed to generate qualified leads by strategically placing conversion points. A key feature is the “Wishlist,” which allows visitors to compile favorites and submit one inquiry for all items.
Inquiries are then processed personally by the sales team for direct client contact and negotiation, making the site a powerful tool for capturing potential client information.
Curated 3D Renders
The website features stylish, high-impact renders designed to present the furniture in the most compelling light. All other content strictly reinforces the stated “mid-to-high ” and “low-luxury” positioning, deliberately avoiding any reference that might prompt questions about the company’s actual standing in the global market.
Shop by Category
Following the highlight of the best-selling collections, an intuitive and visually clear furniture navigation section was introduced on the site.
Website Design
Clean, intuitive, and conversion-driven. This design translates the brand’s contemporary identity into a structured digital experience that prioritizes user engagement and clear pathways to inquiry.
Frontend, Backend and SEO
I led the project from design to launch, overseeing both frontend and backend development to ensure a unified digital product.
Google Search Top-5 in 2 weeks
Within weeks of launch, the site achieved and has maintained a position on the first page of Google, ranking 5th for one of the the key phrase “b2b furniture vietnam”
Fluid & Adaptive Frontend
The frontend uses a fluid rem-based layout for a seamless desktop/tablet experience, with key mobile pages built from scratch for optimal engagement.
Optimized WordPress Backend
We built a custom WordPress CMS for maximum efficiency, featuring bulk product imports from Excel, a built-in inquiry management hub, and easy-to-update News/Blog sections for organic growth.
Admin Panel
A custom CMS (Content Management System) was developed alongside the frontend, enabling the client to easily manage furniture collections, publish blog articles, and post company news—functionality crucial for the site’s long-term SEO strategy and organic growth.
Rendering Requirements
To preserve long-term visual consistency, I created a comprehensive style guide specifying standards for all furniture renderings that content managers upload.
Launch-Ready SEO
All images were prepared with strategic alt tags, making the site launch-ready for immediate search engine visibility.
