Localize Burberry Dotcom user experience for the Chinese market. Starting with only me then forming a greater digital design team and partnering with key functions to define opportunities and priorities to meet business needs for Dotcom. With new feature launches and design-led enhancements in place. In YR1819, Dotcom transaction conversion doubled, and conversion improved at every step of the funnel.

Role: Senior User Experience Designer

Align with key functions to define the strategy for Mini Program store when it was first open back in 2018. Lead design team to create industry leading experiences for WeChat mini program both on commercial and innovation wise.

Taking over Tmall work scope in 2019, starting from store revamp to elevate the brand image. Later, lead the team to work on daily maintenance and Tmall campaign store design, video shooting and live stream. In 2020 Singles Day period, achieved +132% YOY revenue growth and best one-day sale since Tmall store opening in 2014.

Role: Creative lead

Burberry partnered with WeChat to create a unique ‘social retail’ concept store in Shenzhen, where digital and physical combine through customers’ own mobile phone. A perfect example of ‘bring your own device’ in action.

Role: User Experience Design Lead

Press:

Vogue Business: Burberry tests “social retail” in China’s tech capital

Jing Daily: Burberry Taps Tencent For Shenzhen Social Retail Store

Creative Review: Burberry embraces social media for new retail concept

The Impression: Burberry Re-Invents the Retail Experience

Apple WeChat Official Account | Work as lead UX designer from China side to provide local insights, competitor overview, conduct workshop for Apple’s WeChat OA launch. At the end define the product by delivery site map, user journey and wireframes.

Optimise nike.com experience for China. Serve each athlete* personally. Let consumer shop whenever, wherever, and however they want. 

For checkout optimisation: We evolve checkout experience on nike.com so that is more familiar, more locally relevant, and easier for Chinese consumers to use and complete. 

Client: Nike Digital Commerce

Role: User Experience Designer

Celebrate the incredible journey of China’s most devoted youth as the greatest athletes in the world push 30 individuals to the limit. Whilst sharing their stories through exhilarating weekly shows proves to the next generation of players that the ability to Rise is in all of us.

To serve this need, we broke the rules of an inflexible CMS by creating a template that can be easily updated for all phases. 

Site Link: http://nikerise.qq.com/

Client: Nike Basketball

Role: User Experience Designer 

During the 2016 Rio Olymipic, Nike China launched a service that delivers couches to wherever you run, train or ball. 

Client: Nike Running

Role: User Experience Designer

Chinese consumers aren't well aware of the full potential of creating their own shoes via NIKEiD. Thus, during Air Max Day, we launch a new, lightweight NIKEiD HTML5 experience focused on shoe storytelling & purchase. It's a simple experience with visual storytelling for consumers overwhelmed by the full NIKEiD builder, or a new Air Max/ NIKEiD fans.

Site Link: a.nike.com.cn/nikeid-stories/

Client: NIKEiD

Role: User Experience Designer

The beauty of cross-training – a mix of cardio and muscular exercises – is that it makes you a more complete athlete. Our task was to get runners in China to train and trainers to run, during the launch of the new Nike Free, a versatile series of shoes made for running and training.

Client: Nike Running

Site Link: http://thevoted.com/sh/nike/freerevolution/

Role: User Experience Designer

Nothing is as inviting to a runner, as a road that seems like it never ends. It beckons you in, urges you to try and run all of it. 

Forever Run, an activation to promote LunarEpic Flyknit does exactly that. Through China's runners, we generate a never ending road, that stretches through the nation. Takes every runner on a journey through the favourite routes of every runner - frame by frame in a round that runs forever. 

Client: Nike Running

Role: User Experience Designer