Autonomous Driving Experience
Fantasy Interactive
Alibaba
Partnered with Alibaba from 2021 to 2023 to design and deliver its app, website, and loyalty program, working alongside researchers, UI designers, product managers, motion designers, and other stakeholders to create a cohesive, high-impact product ecosystem.
2021-2023
Figma
Miro
After Effects
UX Director
Project Lead
Content Strategy
UI System
E-commerce site
App
Loaylty program
App Redesign (2021)
Loyalty Program Redesign (2022)
Website Redesign (2023)
The existing Alibaba experience was overly complex and underperforming at scale. The goal was to reimagine the experience to reduce friction, improve clarity, and unlock value for millions of users globally.
Microsoft research team identified 5 primary problems with the old website
Despite the wide variety of site visitors, everyone is greeted by the same Marketplace experience, regardless of what we know about their interests. Visitors consistently struggle to find relevant products and services.
New top-of-funnel growth is exploding with the shifting of technology budgets, requiring our focus on new audiences, deeper journey insights, and broader user behaviors as prospects engage across the Microsoft digital ecosystem.
Marketing has no ability to merchandise on the site in an agile way, making it difficult for us to establish the Marketplace value prop and/or help partners reach qualified prospects at the right time, in the right place.
Slow content update cycles, combined with lack of analytics means we cannot test/learn/optimize the experience on a regular basis.
All updates requires engineering to implement, hampering our agility in market and trying up valuable resources that could be working on higer value initiatives.
Sources: Marketplace_EXPBrief_10.12.2022_SSv2
· Secured a long-term client relationship with a budget exceeding $1M+
· Elevated an Eastern e-commerce platform to meet international UX and UI standards.
· Spearheaded the transformation of Alibaba's global design strategy, gaining buy-in from senior leadership.
· Thrived under intense pressure, delivering successful outcomes in high-demanding environments