VoyageOne Brand Site & CMS Design
Designing a global e-commerce identity that bridges US brands with Chinese consumers through clarity, credibility and cross-border experience.
Project Summary
In 2015, VoyageOne, a rapidly growing cross-border e-commerce startup, approached me to help establish their digital presence. The company specializes in enabling US brands to reach Chinese consumers through localized online storefronts, logistics integration, and digital marketing solutions. The CTO reached out directly, seeking “An UX guru” to lead the design transformation of their internal and external e-commerce platforms.
Responsibilities
Project Team
The Challenge
As Art Director, UX Strategist, and UI designer, I was responsible for envisioning and executing the company’s public-facing website, digital identity and CMS from the ground up. The challenge was to design a platform that clearly communicated VoyageOne’s innovative service to investors, partners, and brands while conveying credibility and sophistication in a competitive international commerce market.
My Work and My Approach
I began with stakeholder interviews and business goal alignment sessions to define the core user journeys – brand acquisition, investor relations, and partner engagement. Through information architecture mapping and content strategy, I clarified the site’s narrative to express VoyageOne’s value proposition in a concise and compelling way.
From there, I created a clean, modern visual system that reflected both Western tech sensibilities and an awareness of the Chinese market’s visual language. The interface emphasized trust and clarity—balancing bold visuals, intuitive navigation, and clear conversion pathways for inquiries and partnerships.
As the sole designer, I applied my UX craft and thought leadership to:
- Define the end-to-end design process, from discovery and wireframes to high-fidelity UI and responsive layouts.
- Establish visual direction and brand identity, including typography, color palette, and imagery guidelines.
- Optimize for clarity, conversion, and scalability, ensuring the design could evolve as VoyageOne expanded into new markets.
- Provide creative direction across marketing assets, ensuring consistency and alignment with business strategy.
Results
The website and its CMS positioned VoyageOne as a credible global player and directly supported client acquisition efforts across the U.S. and China. My design vision helped elevate the company’s brand image from startup to enterprise partner, contributing to their continued growth and successful market presence.
