ALIEXPRESS - MALL MOBILE
This project is a follow-up to the first project in this portfolio. It involves the mobile app version of the product delivery localization upgrade for the featured 'Mall' section of AliExpress, a global e-commerce platform.
BACKGROUND
Since this is the mobile version of the previous PC version, my business partner, the product manager, and I are already very familiar with the project. Our goal was essentially to create a mobile version, but of course, there were obstacles. The PC version had more space to display a wider range of products and sections, so adapting it to the mobile version was challenging due to the limited screen space.
PROBLEM / GOAL
1. The mobile version has limited screen space and cannot use a hamburger menu for categories. / Explore solutions to retain all functions from the desktop version.
2. Business partners consider this featured section a testing ground to incubate a new website selling premium products or fully integrate local delivery in specific countries. / Business partner requested the landing page should resemble a homepage.
3. No users are aware that we are launching a local delivery service. / Ensure users understand the service upgrade.
4. Feature sections typically see limited user entry or engagement. / Explore methods to drive more users to this important section.
5. Users do not recognize the branding of quality sellers. / Product partners have requested more space to showcase sellers' branding.
6. Need to push DAU and revenue. / Explore optimized solutions.
APPROACH
The strategy was the same as for the previous PC version, but this time, we relied more on mobile data and user research. I then began exploring various wireframes to find solutions that were simple yet still preserved the integrity of the PC version. Initially, it felt like trying to fit a large puzzle into a smaller space, so I had to prioritize the most important elements and forgo certain features. For example, we couldn’t use larger branding images, as we needed to maximize the number of products displayed. After completing some initial explorations, I joined meetings to discuss and communicate with the product managers and business partners. It was crucial to emphasize that the mobile version had much more limited screen space.
SOLUTIONS
After the meeting, we had more understanding about what we could do and the business conditions. We had a conclusion and prefer a more simple solution, then I got into final phase to make some changes and delivered the final solution.
IMPACT
This project was a successful transition and setup an example to bring the general business into large scale of localization. This is also replicated for business in the other countries.
+30-200%
Products Price Range
>90%
Users' Awareness of the New Localized Delivery
+8%
Daily Active Users