Promotion campaigns overview
Date
2014-2019
Role
Senior Creative designer
Vice head of design department Russia
Team
Global UED team
Moscow UED team
60% of GMV comes from the promotion campaign
Russia shares are 30% of the global market of AliExpress
Product strategy
In order to understand the needs of the business and set expectations properly with cross-functional partners, I created a Tmall product strategy.
BIG SALES Management
Such a sale always requires a giant amount of resources, long communication flow. It contains dozens of brand pages, hundreds of category and subcategory pages. Usually work on the sale starts 3 months in advance.
Internal cross-collaboration
UX decision making for the big sale
The insides were coming from interviews, provided by the User Research team and the Product team.
The top expectation from the AE platform:
• Best price
• Fun shopping experience
• Full/ rich experience
• Trust
Big sale interaction
I led UX improvement of the promo campaign Russian market. Some of the insides were scaled to the Spanish market. Here one example of the Category Promo Campaign rethink.
The original main mage was overwhelmed with information. Didn’t provide: clear navigation, categorization of products, highlighted products, coupons, brands.
Interaction improvement and UX analysis
Constant work based on a data-driven approach strengthened the UX of promotions and significantly improved the performance.
Regular banners guideline
I was constantly working on the visual guidelines.
The sale brings 60 % of GMV.
Customized sale design for AliExpress 2015
I join the company as a second foreign designer, even the communication wasn’t easy, together with my colleagues we spoke a design language. For example, we experimented on customized promotions for Aliexpress.
