Amazon Logistics
Back in 2015, my team helped launch a new business called Amazon Logistics (aka Z-Express) in China. The primary target was small merchants who want extend their business overseas with less investment on fulfillment and shipment. With the new business, more external merchants would have the opportunity to begin utilizing Amazon’s vast logistics network and proven solutions to manage their businesses in China. As creative director, I lead a small team of visual and UX designers to design this product in 6 months, include a brand creation, responsive website and a back end systems.
We created the brand system from scratch, and proposed an responsive framework website. The portal site is major for marketing purpose with shipment tracking ability.
The real challenge was from back end system design. As a huge and complex B2B system, the new service provides customized, end-to-end fulfillment for any business in China managing the physical storage and delivery of a commercial product, be it on an e-commerce platform or offline operations. It covers different user scenarios in both merchants and operators side, from fulfillment center operation to transportation management. We really need to experience the flow as sellers/ operators, deep understanding of the problems and realities that they are facing for in a short time.
My UX lead Eartha Tsai spent a lot of time to communicate with sellers and observe theirs behaviors in daily operation. We found that most of sellers are users of Tmall.com ( an affiliate of Alibaba) and they had established a variety of product list and introduction. Though they have the attempt to using Amazon Logistics, they want spend less time to create the repeated information such as product introduction, this is the major barrier for sellers. Based on this observation, not only had we design the flow and interaction for the system, we convinced product team to add one-click button to easily transfer info from their Tmall.com account.
Here comes samples of UI for different scenarios. To catch up a tight deadline, our UI strategy is to leverage AUI basic components to ensure the consistency and usability across different systems, and as a mature design system it also saves time from front-end development. But we should figure out how to build connections with Amazon Logistic Brand, our approach is to build theme by using brand color to create
Creative Director - Mao Yu
UX/UI Designer - Eartha Tsai, Han Minkai, Xing Yan
Art Director - Baowei
Visual Designer - Liu Lanqin