Context:
Monopoly of Chinese technologies, high level of bureaucracy;
Significant cultural differences and communication nuances with Chinese top management;
Rigid hierarchical management structure.
Problems:
Poor reputation of the AliExpress and Tmall platforms, low market share;
Insufficient number of local business partners and their listed products;
Confusing user flows, overloaded interfaces (high level of information density);
High workload on customer support.
Solutions:
I set up design processes and influenced the development of necessary competencies within the team;
Led the redesign and localization process for interfaces aimed at local business partners: I initiated user research and made in-depth interviews a regular practice;
I was responsible for the redesign project of the new registration and onboarding flow for sellers. I simplified the product listing interface, reducing the time required to create a product card;
Oversaw the project for creating a training portal for business partners, developing templates for training materials;
Developed the brand identity for local business partners in collaboration with the marketing team. I organized the work of contractors as an art director and participated in the development of advertising campaigns ("Russian Designers on AliExpress").
Results:
Increased market share and improved reputation of the platforms: design processes and regular research were implemented, leading to noticeable product and communication consistency;
Expanded product range: over 100,000 products were listed within the first three months through the new product listing interface;
The number of business partners grew significantly: the conversion rate increased from 85% to 92% in the first month after the redesign of the registration interface;
Reduced workload on customer support due to the automation of partner training.