During big sales like Black Friday, AliExpress e-commerce banner ads had a low click-through rate due to their poor quality. The limitation of synthetic advertising technology hindered improvements. This project enhanced the quality of banner ads by redesigning review processes among seller ops, content designers and visual designers. The outcome improved the banner ads up to 1% and the internal team collaboration efficiency improved by 25%. I was the lead designer and product manager for this project. By conducting user research, I identified users’ problems and came up the solutions.I closely collaborated with seller ops, visual designer and content designer.
Company:
Alibaba AliExpress
My Role:
Senior Product Designer
Year:
2021
Collaboration:
UX/UI Design, Seller Ops, Content Designer, Visual Designer
AliExpress Banner Ads Click Rate
Taobao Banner Ads Click Rate
4%
I first delved into banner ad synthesis technology to understand how banner ads are created.
However, due to technical limitations, improving the banner ad synthesis process was not feasible.
I further hold focus group with core content designer lead, visual designers and big sale seller ops to learn about their workflow for generating banner ads for big sale.
Initially, I lacked understanding of users' pain points and workflows. To address this, I organized focus interview sessions with seller ops, content designers, and visual designers. Through these sessions, I identified and summarized the users' pain points. Subsequently, I brainstormed potential solutions and found a feasible one to improve user experience.
PROBLEM 1
Seller Ops
Cross-platform communications is time-consuming and labor intense
Overburdened with responsibilities, including modifying multilingual content and templates in GCP based on content team feedback.
Unable to directly edit content copy
The internal task review process lacks flexibility
Dingding is a communication and collaboration platform developed by Alibaba Group.
Problem 2
Seller Ops
The heavy workload managing the big sale advertising, they have limited time and focus for visual reviews.
Given their non-professional background in visual design, seller ops criteria for visual reviews tend to be subjective.
As professional visual designers, their review will improve on aspects such as color, graphics, and layout, ensuring the advertisement's visual effectiveness.
Design Thinking
Optimal order of tasks in the collaboration workflow.
I started by listing all tasks involved in the review collaboration. Through research and discussions, I determined the optimal order for content and design reviews.
This decision streamlined our workflow and ensured effective collaboration between teams.
Engineering Efficiency
I aimed to enhance engineering efficiency across three distinct roles.
In order to identify commonalities in tasks among the roles and design a unified workflow.
I analyzed tasks of each role to identify common elements and I designed a single, streamlined workflow that catered to all participants.
I reduced engineering effort and development costs while providing an intuitive user experience tailored for three different roles.
Collaboration Flow Design
I designed a user flow that addressed potential situations in the collaboration process. I created a comprehensive user flow to analyze various scenarios. During this process, I discovered situations such as a content designer disapproving a banner ad. I incorporated solutions to handle these scenarios into the final design. The final design of the progress flow successfully met all potential situations, ensuring a smooth and efficient collaboration process for users.
