Amazon.cn Retail Experience Design
For almost 3 years, I managed a team of designers at Amazon Creative Services at CN. The largest team focused on retail marketing and improving the browse experience on Amazon.cn. When I took the role in 2013, Amazon.cn was limited to a restrictive CMS for merchandisers to build out pages and retail events. One of the key initiatives was looking for opportunities to enhance the browse experience and to elevate the Amazon brand, attract additional brands, and drive discovery through our top tier category pages.
The old category page was full of plain links which led to lose focus, one of my concepts was to reorganize the content based on customer behaviors, start from recent promotions then browse sub-category with unified-style photos for navigating.
Started from 2015, we shifted to a grid system to replace fixed widget for store/page creation.
In the middle of 2015, my team was expanded to support Softline, we were briefed to enhance the browsing experience across Softline stores and create a modern/fashion brand image.
Sample hero placements from Softline stores.
Here’s a wireframe and mock-up on desktop and mobile to tea ware store launch.
As often with many traditional products, my team was brought in to figure out how to tell customers to to make tea in a simple way by using our premium product. This 3 minutes full-length video was initially made for tea store launch, and then cut into series of short videos to expand on social campaigns. Visit video via https://www.youtube.com/watch?v=n4zHgeZjfbw&t=9s
Samples of hero placement for store launch.
Sample of some other stores.
Samples of event page UX instruction, as we were inclined to mobile-first design in mid of 2016, event UX guidebook were created based to reshape the structure and avoid user experience friction on mobile.
Samples of some hero placements for cross-site events.
Samples of graphic suite for cross-site events.
The above is a collection of some store-front redesigns used to support major retail events or store launches. When the team was smaller, I worked with business teams for UX instructions, photo shoot planning, and page mock-ups. As the team grew, my art directors and UX designers owned various verticals and categories requirement, i oversaw the style and consistency between designs. The work here spans multiple years and categories.
Creative Director - Mao Yu
Art Directors - Bao Wei, Ma Di, Tongbei Su, Yuzhou Liu
UX Designers - Eartha Tsai, Richard Xie, Duzhifang
Designers - Ling Hu, Lanlulu, Liuning