What it is
Rue Miche is a retail and cultural hub based in Ho Chi Minh, Vietnam. They offer curated clothing from the hottest Vietnamese brands, focusing on avant-garde fashion and an interesting in-store experience. However, their old website lacked navigation and had no information on what brands they carry at all. For
My role
In this role, I executed a user-centered digital transformation for the premium lifestyle brand, focusing on bridging the gap between its physical identity and digital experience. I conducted user research to identify key user friction points, mapped out an optimized information architecture, and completely revamped the website flow and navigation bar to enhance accessibility and increase user retention. Utilizing Figma, I developed low- to high-fidelity wireframes and interactive prototypes while establishing cohesive design themes and computer-generated artwork that successfully aligned the website with the boutique’s minimalist and avant-garde aesthetic.