PORTFOLIO

HI! I’M Nguyễn Trung Kiên S KILLS and TOOLS

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world pro ect and learn more form professional team to Information Architectur e

develop my skills in the future .


Figma

Adobe Illustrato r

Adobe photosho p

Canv a

Project Overview

Project Requirement Products Description

Create a website selling genuine high-end shoes, serving everyone's Specialized shoes are designed specifically for playing soccer. They

needs with an optimal interface, creating prestige with customers. have a special structure to support players in moving, controlling the

ball, shooting the ball, and protecting their feet when playing on

different types of fields.

Target Audience

The target audience of the soccer shoe website is men aged 20-40, including young professionals, university students and soccer

enthusiasts in big cities like Hanoi, Ho Chi Minh City, Da Nang. They have average to high income, prioritizing high-quality soccer

shoes for competition and training.

My role in this Project

I am responsible for User research, Affinity Diagram, finding the problem, define Persona for this website and create customer

journey map. After that I make a Customer journey map to be try to think what user will do after we have some feature for this

website and then plan a concepts for website based on med-wireframe.

Lin ks final project

Wireframe https://www.figma.com/design/BIbqvpgCsTPfidwVcL1QBe/wireframe-WDL?node-id=130-99&t=iVdePaw1bfpzYql7-1

Research https://www.figma.com/board/Etn5fOHHTRvsXDS69tJQge/WDL-SHOE-SC?node-id=0-1&t=UViDIuX2sqJxxBAi-1

Research

Research Goals
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The key ob ective is to understand the needs, e periences, and barriers of users throughout the entire ourney of purchasing

football shoes, from discovering the brand, viewing product information, and making a purchase decision to payment, delivery,

and post-purchase e perience. x

Research Focus

Optimize the entire shopping journey, from brand awareness and product search to decision-making, payment, delivery, and
after-sales service.

Interview

After conducting in-depth interviews with 12 people interested in buying football shoes, we discovered that users prioritize quality, durability, fit,
x
technology, real user reviews, shopping e perience, and after-sales policies when selecting football shoes.

Empathy
Mapping

A ffinity Diagram

Problem Statements
Users face several barriers when buying football shoes online
including a lack of trust in brands, insufficiently clear product images, and unclear product information, making selection difficult. Additionally,

unclear pricing and promotions cause hesitation in purchasing decisions. Online payment poses risks, especially with unverified accounts,
reducing users' confidence. Lastly, the lack of updates on the delivery process leaves users anxious and impatient while waiting for their

orders.

Persona

Customer Journey Mapping

How Might We?

How might we optimize product information and images to make selection easier?

How might we improve the checkout process and offers to enhance the shopping experience?

How might we ensure a transparent delivery process and keep customers reassured while waiting for their orders?

Customer Journey Mapping to-be

Concepts
’ x
The website s concept and style guide focus on creating a high-end, professional shopping e perience, while ensuring that

customers can easily find the information and products they need. The colors, fonts, and layout are all designed to be elegant,

easy to use, and tailored to the needs and preferences of a football-loving audience.

Color (Color Palette):

Orange (#FF8C42): Creates a dynamic feeling, arouses passion for sports.

Black (#000000): Creates luxury, high-end, and helps the product stand out.

White (#FFFFFF): Minimalist, clean, easy to see and read.

Light gray (#F5F5F5): Creates a harmonious background, not too bright or dark.

Heading (Inter): Bold Sans-serif, creating a strong, modern look.

Body (Inter): Thin Sans-serif, easy to read and not confusing.

Modern, professional and premium

Easy to read, optimized for user experience (UX)

Suitable for football enthusiasts and shoe collectors

In harmony with the overall design (Style Guide of the website)

Wireframe

Final UI

Than k You!!!!