Diamond Plaza

2025 - CONCEPT

TOOLS STACK

Figma, Adobe Illustrator,

Photoshop, Sketch

HTML5, JavaScript, CSS

SKILLS

UI/UX Design, Brand Identity

Design, Userflows, Wireframing,

Prototyping, SEO optimization

ROLE

Product Designer, Project Manager

TIMELINE

4 Weeks

WORKFLOW

UX Research

Userflows and Wireframing

Prototyping and Live Testing

OVERVIEW

Diamond Plaza is a multi-use retail and commercial environment meant to pull authentic Asian shopping, entertainment, and lifestyle into one place. The goal for this project looks into translating a culturally significant retail location into an emotionally engaging visual identity that serves the robust local immigrant community, as well as welcoming new visitors native to Southern California and the greater Los Angeles County. The location features extremely popular and viral Asian eateries, such as DuoDuo Snacks, and the Chubby Cattle Restaurant, making it a prime location for locals and tourists alike, especially through social media channels (TikTok, Instagram).

This redesign treats Diamond Plaza as one immersive brand environment to distill information on a multitude of establishments of different cultures and languages in one accessible digital platform.

Diamond Plaza is a multi-use retail and commercial environment meant to pull authentic Asian shopping, entertainment, and lifestyle into one place. The goal for this project looks into translating a culturally significant retail location into an emotionally engaging visual identity that serves the robust local immigrant community, as well as welcoming new visitors, native to Southern California and the greater Los Angeles County. The location features extremely popular and viral Asian eateries, such as DuoDuo Snacks, and the Chubby Cattle Restaurant, making it a prime location for locals and tourists alike, especially through social media channel (TikTok, Instagram).

Modern plazas act as social spaces as much as retail hubs. This redesign treats Diamond Plaza as one immersive brand environment to distill information on a multitude of establishments of different cultures and languages in one accessible digital platform.

Diamond Plaza is a multi-use retail and commercial environment meant to pull authentic Asian shopping, entertainment, and lifestyle into one place. The goal for this project looks into translating a culturally significant retail location into an emotionally engaging visual identity that serves the robust local immigrant community, as well as welcoming new visitors, native to Southern California and the greater Los Angeles County. The location features extremely popular and viral Asian eateries, such as DuoDuo Snacks, and the Chubby Cattle Restaurant, making it a prime location for locals and tourists alike, especially through social media channels (TikTok, Instagram).

PROBLEM

Lots of clicks, no working links

Diamond Plaza’s only online presence is an outdated and unclaimed Yelp page, with no formal directory, mission statement, or even contact page, which is bottlenecking potential visitors and users, despite its existing online popularity.

INSIGHTS

Primary audience: adults 25-54 in Rowland Heights, a multilingual community of about 46,000.
Accessibility and language inclusivity matter.
Many households are multi-person, so people show up looking for both family-friendly and social experiences.
Core users: adults 25-45 looking for restaurants, retail, and entertainment nearby.

PERSONAS

Upon researching and developing user personas, it became clear that the issues of the current system were mainly rooted in accessibility and lack of resources for multiple demographics.

PROCESS

Data driven directory site map architecture

SOLUTION

Complete Visual Overhaul
and Redesign

Combining concepts of both luxury, and widespread accessibility, I created a new visual identity and digital user experience for Diamond Plaza for widespread inclusion so everyone can have a “sparkling” experience at this cultural hotspot.

Creating a standardized directory of delivery for both retail and food products allows for visitors to experience the wide range of options, and enhances the viewer’s experience by cutting down time by eliminating the redundancies of using third-party delivery applications, or review sites.

The directory leads to a storefront specific page, highlighting the biography of the store, hours, contact information, Yelp reviews, interactive map, and delivery options.

Key features:

Reflective, high-contrast elements for luxury and clarity, emphasizing a premium feel

A responsive system that scales across mobile and desktop seamlessly

Dedicated navigation for switching language locales

A clean yet luxurious system for accessing delivery and takeout services,

REFLECTION

Accessibility is key

What stuck with me is that in retail, wayfinding is branding. If people can’t orient themselves, the identity never gets a chance to land.

The redesign gives Diamond Plaza a clearer spatial voice: easier to move through, harder to forget, and more consistent from signage to environment.

RESUME

WORK

EXTRAS

LINKS