Amazon.cn Tmall Store Redesign
In middle of 2015, amazon.cn launched the Amazon Tmall Store to extend its premium international selection to more China customers. At the time, the store’s operation (involves merchandising, design and customer service) was supported by an external agency, there was a ton of room for improvement. Later in 2016, after running for a year. Amazon.cn decided to reclaim the store operation and my team was requested to support on the store design. When I took this task, I spent a lot of time to digest the Tmall guidelines and communicate with business team on the goals. Our target is to improve the shopping experience to maximize the efficiencies.
Some samples of the initial usability test where we found a ton of room for improvement.
Some screenshots of the Amazon.cn Tmall Store before redesign
Our key consideration of store improvement contains 2 aspects: 1,) reduce the UX friction by re-structure the layout 2,) enhance amazon brand images through visual elements
Some concepts during the style exploration
Final mockup of store redesign.
Creative Director - Mao Yu
UX/UI Designers - Eartha Tsai, Tang Mingkai