Base.vn | Comprehensive UI/UX & Webflow Redesign

Base is the leading enterprise management platform in Vietnam, empowering over 10,000 organizations to streamline operations. As a comprehensive operating system for business, Base integrates specialized applications into a unified ecosystem. To maintain its dominance and expand its footprint, Base needed a website aligned with global SaaS standards.

Visit live website: base.vn

As a leader in the Southeast Asian SaaS market, Base.vn faced a critical gap: their digital presence failed to reflect the enterprise-grade authority of their powerful software ecosystem. High bounce rates and low engagement confirmed that the legacy site’s outdated visuals and cluttered structure were causing massive cognitive overload for visitors. Instead of projecting the sophistication of a comprehensive operating system, the unpolished interface overwhelmed users by presenting dozens of applications simultaneously, failing to communicate the product's true value within those crucial first seconds.

Phase 1: Discover & ideate

Phase 2: Design & Development

Phase 3: Post launch support

Before jumping to conclusions, we conducted research on the Base website and relevant competitors in the industry (Monday, ClickUp, Miro & Lark).

Based on Google Analytics and our UX Audit, we identified that Base.vn’s conversion drop-offs stemmed from technical and structural issues across four core pillars:

The website’s navigation suffered from significant friction due to inconsistent naming conventions across "Solutions", "App Groups" and "Apps." This lack of clarity, combined with an imbalanced information hierarchy, led to poor engagement; heatmaps revealed that while users consumed the top fold, a mere 2% scrolled deep enough to reach the footer, leaving the majority of the site's value undiscovered.

Technical UX flaws severely throttled the conversion funnel, evidenced by a 37% "dead click" rate and a dismal 0.039% form completion rate.

The experience was further marred by a weak visual hierarchy—where primary CTAs blended into the background—and a mobile interface that suffered from cut-off content and non-functional touch targets.

The brand’s authority was undermined by a fragmented visual identity and the absence of a cohesive Design System. The overall experience felt static and unpolished, lacking the micro-interactions and intentional motion design necessary to hold attention. This static nature conveyed the feel of an early-stage startup rather than the sophisticated, high-performance enterprise operating system that Base actually provides.

A critical disconnect existed between user intent and the provided content. The legacy site relied on generic, definitional copy rather than addressing specific C-level pain points, resulting in a staggering 70% homepage bounce rate. Key product pages saw drop-offs exceeding 67% because users seeking technical specifications were met with vague, introductory landing pages that failed to fulfill their search intent.

We implemented solutions aligned with the four core pillars:

We unified the ecosystem’s taxonomy by standardizing definitions for "Solutions", "App Groups," and "Apps," effectively removing navigation friction. The interface was further enhanced with a streamlined dropdown menu—complete with intuitive icons and subtitles—and a rich, SEO-friendly footer directory to facilitate deeper user exploration and better site structure.

By introducing a modern Glassmorphism aesthetic and high-contrast visual hierarchy, we ensured primary CTAs remain prominent and actionable. We eliminated technical hurdles by fixing "dead clicks," optimizing mobile responsiveness, and redesigning registration forms into a high-conversion, two-column layout. Additionally, proactive tools like floating CTAs and cost comparison calculators were integrated to reduce friction and assist in real-time decision-making.

To bridge the gap between product and perception, we replaced outdated vector art with high-fidelity, real-world UI mockups of the Base software. Purposeful motion design and micro-interactions were introduced not just for aesthetics, but to visually demonstrate the software’s functionality. These dynamic elements eliminate the "static" feel of the legacy site, significantly increasing user engagement and time-on-page.

The page layouts were restructured to align strictly with the buyer’s journey, transitioning from awareness to conversion. We proposed the client shifted the tone of voice from dry, generic descriptions to benefit-oriented copy that addresses the specific operational pain points of C-level executives. To bolster credibility, social proof was strategically reorganized by industry, transforming scattered testimonials into compelling, story-driven case studies.

Tiến hành design & development một số màn key theo 3 option visual để khách chọn

In the Alpha phase, we transformed Base.vn’s strategy into a functional digital platform by designing 58 responsive screens across their core product ecosystem, including Work+, HRM+, and Finance. We then executed the Webflow development, integrating CRM APIs and analytics tracking while maintaining a strict Client-first style guide and purposeful animations.

To finalize the period, we conducted a rigorous QA using the Capi Checklist and handled the SEO setup and domain connection to ensure a seamless launch.

In the Beta phase, we scaled the project by designing 52 advanced screens for key product groups including HRM+, Finance+, and Work+. We executed the Webflow development with a robust CMS structure and refined interactions to enhance the customer journey. To drive long-term performance, this period concluded with the integration of tracking systems like GTM and social pixels, alongside comprehensive SEO optimization and a final QA to ensure a high-converting, stable environment.

We faced a significant hurdle when the project demanded high-end animation work that exceeded our current scope and internal resources. Committed to a 'client-first' approach, we bridge this gap by strategically partnering with an external vendor, ensuring the final output met our rigorous quality standards.

Following the official launch, we entered a dedicated post-launch support phase to ensure the platform’s long-term stability and peak performance. Our team provided comprehensive technical maintenance for one month, proactively identifying and resolving any emerging bugs.

The strategic redesign delivered immediate and measurable growth across all key engagement metrics. By resolving the initial structural and visual bottlenecks, we achieved a significant increase in average time-on-page and pages per session, indicating a much higher level of user interest and information retention. Furthermore, the platform saw a notable boost in organic traffic, validating our focus on an SEO-friendly architecture and a superior, enterprise-grade user journey.