SOUTH EAST ASIA E-COMMERCE
Lazada App / Website Relaunch
Lazada is one of South East Asia's leading e-commerce, serving over 7 different countries & regions (Singapore, Malaysia, Thailand, Philippines, Indonesia and Hong Kong). Since Alibaba first acquired Lazada Group in 2016, it has become the top priority of Alibaba’s globalization strategy.
In June 2017, Alibaba’s investments in Lazada went double. To solve Lazada’s marketing, logistics and technology issues, also to face the strong competition with Shopee, Alibaba kicked off the whole re-platform of Lazada’s info-structure, product, and UX:
Rebuild and replace all Lazada e-commerce system
Globalize Alibaba’s current mid-ware platform and rebuild a new one for future international e-commerce
Build a virtual team with people, capabilities and experience for future global expansion
This initiate brought over 100 developers and product managers together to rebuild Lazada from the scratch.
As the only UX design lead on the buyer side, responsible to ship the redesign of Android, iOS, desktop and mobile site within 3 months, from concept to launch.
Launch: 2018
Buyer Side UX Lead: Yanwen Hu
Lead team from Alibaba and Lazada two sides: 5+ designers from China, Singapore, Thailand, etc.
Stakeholders:
Group Co-president at Lazada
Group Chief Product Officer at Lazada
Executives at Lazada
Collaboration:
Alibaba & Lazada Product Teams
Alibaba & Lazada Dev Teams
Lazada Branding & Creative Team
Lazada Regional Marketing Team
FOR SOUTH EAST ASIA MARKET, IT IS ALWAYS
MOBILE FIRST, ANDROID FIRST
Observation
Android is dominant in SEA, while iOS has much higher conversion rate
Economy of each country in SEA varies, which impacts the percentages of desktop traffic v.s. mobile traffic
Compared to China
Visit to PDP
PDP to Checkout
Checkout to Place an Order
Duration
BUYER UX STRATEGY
Phase 1: “Visit to PDP” + duration
App Homepage
Search
Editorial & Algorithm powered feeds & channels
navigation & IA
Mobile First, Android First
Shortage of time & resources: 1 month for all mobile redesign
Mobile traffic is dominant and generates more NMV
Design needs to cover from the latest to the earliest devices
15+ Android devices
iOS still need to support early-version devices, e.g. iPhone 5
One Design System for All
Design in English, then roll out it in Thai, Vietnamese and Bahasa
A flexible design system which works for multi-language:
UI System
CMS character control
Guideline for merchants & local operation team
DESIGN CONCEPTS
Clear Hierarchy
Homepage receives the dominate traffic in apps. Having a clear hierarchy: UX, visual and content, is the key to help users navigate through the sections when browsing.
Primary level: comprehensive relationship between modules
Secondary level: content re-arrangement within each module
Personalization: Data and Editorial Driven
The new design adapts to Alibaba’s most mature e-commerce algorithm powering Taobao and Tmall, which has proven a significant high conversion rate; however, different from Amazon, algorithm could mock what users might like based on their behaviors, but cannot “surprise” users by giving them what they might even not know.
This design showcases a mix of data and editorial curation. The order of modules could be changeable from country to country. We believes Lazada team’s specialities, who could manage the curation to give this homepage’s content more human touch.
Fun to Explore
To bring dynamic and fresh feeling to the new app experience, the design contains multiple module layouts. This new look and feel could trigger users to keep scrolling for new content instead of just bounce out.
DEEP DIVE
Channel & Product Listing Page
Flash Sale: On Sale / Preview
3-level Navigation
Search: Official Store, Product LP
Process
Project Team: Buyer Side UX Design Lead
As the main design lead, responsible for all the key design across Android, iOS and desktop website. Lead a team of 5 designers to deliver the localized version supporting multiple languages for non-English speaking countries.
2017/09 Kicked Off
2017/09 Completed Lazada app/web products analysis, SEA competitive analysis
2017/09 Delivered redesign strategy and 3 design concept directions, stakeholder review with CMO and top executives
2017/10 Completed Android redesign, including over 30 iterations; iOS adaption started
2017/11 Completed Desktop redesign, including over 20 iterations; mobile site adaption started
2017/11 Completed Android, iOS and website design system and UI kit
2017/11 Created marketing creative assets for country local operation team as well as top merchants
2017/11 Design localization: non-English languages adaption and tweaks
2017/12 Completed UXQA with over 300 tickets across 3 platforms on around 6 major phone devices. Initiated local language UXQA
2017/12 Iterate based on real data
2017/12 Completed Phase 1
3 Months
3 Platforms, 4 Languages
50+ Design Iterations
300+ UXQA Tickets
1 PRODUCT ANALYSIS
Market & Competitive Analysis
SEA market
SEA Competitors: Shopee, Amazon, JD, Ezbuy, Tokopedia
Global Competiors:
China: Taobao, Tmall, JD
Global: Amazon, eBay
Current Site Analysis
Current Feature Analysis
2 REDESIGN CONCEPT
7 Rounds of Concept Iterations
Executive Approval
Concept Scale up
3 MOBILE FINAL
IA & Navigation
3 levels of categories
Product-driven
Just for you
Multi-language adaption
30+ Versions to Final
More stakeholders loop in
Dev limitations
Local country site adaption
Phase 2 features
iOS & M-site Adaption
Because of the time/resources, tweaked and applied Android design concept to iOS and M-site
iOS user group is much smaller than Android
Global interaction behaviors that work across Android, iOS, and m-site
4 DESKTOP ADAPTION
20+ Versions to Final
Keep the same design concept and module logics as mobile
Desktop unique parts:
Navigation layout & banner layouts
Homepage top buttons
Channel LP layouts: Flash Sale, Official Store, etc.
Alibaba data-driven best-practice
5 DESIGN SYSTEM
UI Kits (Android, iOS, Desktop)
Guidelines (Local Marketing Team, Merchants)
CMS
Local Marketing Team
Merchant Assets
6 UXQA & TESTING
Over 300+ UXQA Tickets
Directly worked with 4 groups of dev teams, Android, iOS, Desktop and Search
Prioritized UXQA tickets to ensure the launch date
Led multi-language UXQA process with local designers supports
Testing & Improvements
Usability: tested the demos in multiple countries
QA Testing: functional
Multi-language Testing
Luban technology
7 RESULTS
Growth
Duration, PDP Reach, Add-to-Cart, Checkout rate
Homepage data grew much better than planned: bounce rate, page views/UV, PDP Reach, Add-to-Cart, Checkout rate
Valuable Challenges
Limited resources & Impossible deadline
3 months to redesign and launch Android, iOS, M-site and desktop
Relaunch While Company Acquisition
Leadership changes and strategy shifts
Design team acquisition
Vision Differences between China & Global
Alibaba e-commerce vision, backed up by data
Global e-commerce vision, suited for local context
Global Collaboration
2 main teams: Alibaba and Lazada in-house
5 locations: California, Hangzhou, Singapore, Vietnam, Thailand
One Universal Framework
One works on multi-language
One works for multiple regional needs
Balance between Algorithm and Editorial
Save resources and improve efficiency
Add local context and human touch
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