CHINA DOMINANT E-COMMERICE LOCALIZATION
Tmall USA & Canada
Tmall and Taobao are two of the dominant e-commerce platforms in China. Taobao has over 800 million users and is the biggest e-commerce platform all around the world.
To expand Tmall and Taobao business outside of China, Alibaba has explored a new globalization initiative, which is to start a team highly dedicating to importing and exporting: Tmall Global (World to China) and Tmall World (China to World).
Different than Aliexpress and Lazada, Tmall World is built on top of Taobao and Tmall, which highly utilizes their brand connections, products and services. Because of this, Tmall World’s mission is to support Chinese-speaking users outside of China to embrace the charm of Taobao. Although Taobao and Tmall have high recognitions among users, Tmall USA and Canada sites are still like start-ups, facing even more challenges in e-commerce globalization compared to Aliexpress.
As the head of UX/design, I manage and mentor our in-house creative design team, set up the UX strategy and localization design direction.
Head of UX/Design: Yanwen Hu
Creative Team: 1 Creative Design Lead + 2 Junior Designers
Skills:
UX Strategy, User Research, Competitive Analysis, UX Localization
HQ Collaboration
Design Team Management
UX Strategy
KNOW YOUR AUDIENCES
KNOW YOUR BUSINESS
KNOW YOUR BLOCKERS & WHY
Brand Recognition Inconsistency
Taobao/Tmall <-> Tmall USA/Canada <-> Tmall Local Store
Users are not aware of the differences between multiple sub-brands during shopping, which are complete different business models and experiences/flows.
This is one of the main reasons that users complain: almost all users have shopped on Taobao/Tmall in China, so they are expecting the same experience when they place an order on Tmall USA/Canada site.
No logistic certainty
No local return solutions
No local browsing experience
No local customer serive
IF CANNOT CHANGE, WHAT DESIGN CAN DO
Technology: will affect the main app & site
Biz: will change the business model and have impacts globally
Eco-system: logistics and payments’ dev resources depended on the company’s global priority
How to enter Taobao local site
How to pay in local currency
How to use logistics options
How to ask for help if needed
Campaign CMS
CAMPAIGN
S Level: Global Campaign
A+ Level: Regional & Country Campaign
A Level: Local Campaign
B Level: Daily Promotion
Creative Design
Designed by our in-house Creative Design team
Campaign set: mobile, desktop
North America visual language
Roles
Head of UX/Design + in-house Creative Design team
As the head of design overseeing multiple business units, established the design direction and UX strategy for Tmall design, also manage and mentor the in-house Creative Design team (1 lead, 2 juniors). The marketing campaign design’s art direction and execution are fully done by our Creative Design team. I am proud of their creativity and execution!
2 Local Sites, 100+ Campaign/year
2019/05 Hands-on designing as UX and Creative Designer supporting Tmall campaign
2019/07 Accomplished the high-level UX strategy and user flow pain points
2019/07 HQ Global Tmall discussion related to localization
2019-2020 Built our in-house Creative Design team from scratch
