WáDoll
Collectibles Branding, Business Strategy
WáDoll is a brand concept I designed for international BJD collectors, addressing challenges like language barriers, costly shipping, and difficult returns. Inspired by my own experience as an overseas buyer, the project envisions a platform that makes collecting easier and more accessible—transforming frustration into a seamless, joyful experience.
Bringing WáDoll to Life
Introducing WáDoll through this brand concept video—created using AI tools like MidJourney and Runway ML—to visually express the essence of the brand I designed.
Challenges WáDoll Aims to Address
Language Barriers
US collectors often struggle to communicate with Chinese artists, making it difficult to place orders or ask questions.
Risk of Damage During Shipping
International shipping can be rough on delicate dolls, leading to potential damage in transit.
Difficult Returns & Refunds
When expensive dolls arrive damaged, it’s often hard to get a replacement or refund from overseas sellers.
Expensive Shipping Costs
Overseas shipping fees are often expensive, increasing the overall cost for collectors.
Discovering the BJD Market Opportunity
Market Insight:
What began as a challenge became an opportunity to enter the niche BJD market. With a $57 million U.S. market and average orders of $200 to $500, WáDoll could capture roughly 12% of total revenue—about $4.5 million annually.
Design Voice:
Guided by this vision, I positioned WáDoll not just as a marketplace, but as a thoughtfully designed platform—where strategy meets empathy, and design bridges global collectors through trust, craft, and community.
Mission
We connect global BJD collectors with oversea markets through smooth, secure, and accessible marketplace.
Vision
Our vision is to be the leading global gateway for BJD collectors, making overseas doll shopping effortless, transparent, and worry-free.
Purpose
Our purpose is to build a trusted community where BJD enthusiasts worldwide can access high-quality dolls with confidence and ease.
Three Phases of Growth
Market Insight:
WáDoll’s growth strategy begins with a prototype trading model from China to the U.S., targeting the core challenges collectors face. After validating this foundation, the plan expands into two-way trading between both countries, setting the stage for a long-term vision of global connectivity.
Design Voice:
I approached this progression as a design system—one that grows logically and sustainably. Each phase was crafted to demonstrate my ability to design not just visuals, but scalable structures that build trust, enhance experience, and connect international communities through thoughtful design.
Target Audience Overview
Demographic:
US and CN residents
Middle-upper income
Female
Age 20-50
Psychographic:
BJD collectors
BJD artists and companies
Other doll collectors (ex: Barbie, Monster High Dolls)
Hobbies & Behaviors:
Photography
Anime
Original character stories
Social Media Preference:
Xiaohongshu
Weibo
Instagram
Den of Angels
Competitor Analysis
Market Insight:
Through competitor analysis, I identified clear gaps in the market. Existing retailers prioritize either affordability or exclusivity, and secondhand platforms struggle with trust and accessibility.
Design Voice:
These insights guided my design direction for WáDoll—positioning it as a reliable, inclusive alternative that bridges the divide between affordability, quality, and community trust through thoughtful brand and system design.
Market Insight:
By mapping the market landscape, I discovered an opportunity for WáDoll to stand apart—combining niche expertise with a broad, inclusive product range that bridges both ends of the BJD industry.
Design Voice:
This positioning informed my design strategy, balancing specialization with openness—creating a brand identity that feels both expert and welcoming to collectors at every level.
Brand Positioning Map
SWOT Analysis
Market Insight:
By conducting a SWOT analysis, I evaluated WáDoll’s position and identified the key factors influencing its growth and future potential.
Design Voice:
This strategic reflection informed my design decisions—helping me visualize WáDoll not just as a brand, but as a growing ecosystem built on awareness, adaptability, and trust.
Strength:
Bilingual: English and Chinese
Understand BJD collectors community culture
Opportunity:
The firewall of China
Few competitors
Niche market
Weakness:
Startup
Difficulty in face-to-face communication overseas
Trust Issues with new customers
Threat:
Tariff/ Taxes/ Currency exchange rate
Shipping delays and costs
Designing Trust Through Packaging
Market Insight:
Since BJDs are high-value, fragile products often shipped internationally, customer trust and safe delivery are top priorities in this niche market. Packaging design becomes not only functional but also a key brand touchpoint that reinforces reliability and professionalism.
Design Voice:
BJDs are valuable collectibles, so trust lies at the heart of WáDoll’s identity. I designed reliable packaging in three custom box sizes—each crafted to protect what matters most and visually communicate care and precision.
Designing with Care for Every Collector
Market Insight:
BJD collectors value both emotional and material protection for their dolls—each piece represents a personal investment of creativity and care. Accessories that ensure safety and authenticity strengthen brand trust and customer loyalty.
Design Voice:
I designed custom doll bags and quality assurance certificates to extend WáDoll’s promise of care beyond the purchase—helping collectors protect what they cherish with confidence and style.
Embracing Community Through Global Connection
Market Insight:
The BJD community thrives on connection and shared creativity, yet international collectors often remain isolated by geography and language. Building cultural bridges adds emotional value and strengthens brand loyalty.
Design Voice:
I envisioned WáDoll as more than a marketplace—by designing for community engagement through global exhibitions, the brand embraces inclusivity and celebrates cross-cultural creativity.
Celebrating Craft and Customization
Market Insight:
BJD collectors value personalization and access to diverse options, yet international purchasing is often complicated by language and shipping barriers. By enabling collectors from different countries to customize and purchase effortlessly, WáDoll taps into a global, highly engaged audience.
Design Voice:
I designed WáDoll’s website and app to celebrate the community’s creative spirit, allowing collectors to mix and match skin tones, eyes, wigs, and more—turning every doll into a truly one-of-a-kind creation.
Expanding Presence Through Social Media
Market Insight:
With budget and audience in mind, Instagram was chosen as the primary platform to reach BJD collectors. Social media allows direct communication with customers, providing real-time feedback on prototypes and new products.
Design Voice:
I adapted WáDoll’s identity into concise, engaging visuals for Instagram—ensuring consistency while creating content that connects and resonates with online audiences.