I.T is an international multi-brand fashion retailer primarily focusing on Hong Kong & China with over 800 stores and a further presence in London, New York, Tokyo and more. As the lead UX UI designer for I.T's e-commerce team, I played a key role in revamping their website, App and WeChat mini program, both of which offer a wide range of fashion products to customers.

My work involved conducting  Product Research   User Research   Wireframing   High-fidelity Prototypes  and collaborating with relevant stakeholders in the e-commerce department. In order to maintain design integrity across various platforms, it was essential to understand the behavior of Chinese users. To achieve this, I developed an  Internal Design Guidebook  and managed the Design Library System .

Throughout my tenure at I.T, I ensured high-quality design standards were upheld and that all designs aligned with style guides. My ability to lead and manage a design team, both remotely and in-person, was evident in the successful outcomes achieved.

Challenges
→  Managing multiple brands with different design languages and content needs
→  Deploying e-commerce sites for multiple regions with unique requirements
→  Coordinating with numerous stakeholders across different regions and brands
→  Ensuring consistency and scalability across all brands


Solutions
→   Designed a scalable platform that meets each brand's unique needs
→  Created a comprehensive design guidebook and library system to ensure consistency
→  Developed a workflow for the design and development teams to facilitate better communication and collaboration
→  Conducted extensive research to understand each region's requirements
→  Utilized the latest technologies and tools to optimize e-commerce site performance and enhance user experience

My extensive experience in UX/UI design allowed me to create scalable platforms that efficiently accommodated diverse content while maintaining each brand's evolving design language. Despite the challenge of managing over six brands, six regions, and numerous stakeholders, I prioritized simplifying and streamlining our processes to ensure smooth and consistent outcomes.

In addition to my UX/UI design skills, I contributed to the success of Asia's largest luxury fashion e-commerce website by leading the website design reiteration process following user-centric and data-driven design best practices. This effort resulted in an increase in official website traffic from 368k to 432k in just two years.

To obtain buy-in and support from multiple business and engineering counterparts for the official website revamp project, I hosted company-wide design workshops and educated senior stakeholders on user research methods and best practices. My ability to effectively communicate design concepts and collaborate with cross-functional teams was key to the successful outcome of this project.

I understand the importance of effective communication and collaboration with the development team. Therefore, I streamlined communication channels by providing them with comprehensive hand-off documentation that highlighted the critical design elements and their technical requirements. This documentation helped bridge the gap between design and development, and it ensured that the final product matched the intended design.

Furthermore, I maintained a comprehensive style guide to ensure consistency and efficiency across different platforms and products. The style guide acted as a reference for the team to follow when designing and developing new features and products. This approach helped to maintain a consistent user experience, which is essential for building brand identity and establishing trust with customers.