My Journey

Global E-commerce Platform

Huawei's global expansion revealed a fragmented online presence across third-party retailers. To gain brand control, ensure consistent user experiences, and build direct customer relationships, Huawei launched a comprehensive D2C e-commerce platform and a robust B2B platform in two strategic phases:


Phase 1- (2016-2017)

D2C Platform Design - Foundation development and core infrastructure for 20+ Countries.


Phase 2- (2017-2020)

Campaign Operations & Scale - Marketing campaign, Product launches and global expansion.


Phase 3- (2019-2021)

B2B Platform Development - Enterprise platform for B2B products (networking, storage, ICT solutions) with bulk ordering and partner management.

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Phase 1- (Slide 5-20)

From 0 to 1: Platform Design

A comprehensive 1 year project at Huawei HQ in Shenzhen, China focused on creating a robust foundation for global e-commerce operations.

23 Countries Live

Localized for 15 languages, 12 currencies, 8 payment methods

Global Markets - EU, ME, SA & APAC regions

20+ Member Global Design Team

Reduced design-to-development handoff time by 60%

Established an India R&D Design Center of Excellence.

25M Users | $300M Revenue (2017-2020)

Peak conversion rate: 3.5% (vs. 2.2% industry avg)

Sustained 3.1% average across all markets

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Phase 2- Slide (20-28)

Campaign Operations & Scale

Collaborated closely with Business, Marketing, and IT teams to conceptualize campaign strategies across global markets.

Impact: Scalable, reusable, global consistency + local flexibility.

250+ campaigns

Campaigns executed across global markets

70% faster campaigns

Shop DC UI Platform for campaigns configurations + Design System

Campaign Engine

“Shop DC” microsite builder → first of its kind in Huawei.

Flash Sale innovations

10 Sec, 50K Units Sold.


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Phase 3

Expanding to B2B E-commerce

We launched a B2B e-commerce platform to serve businesses, manage large orders, and support partners globally.

Enterprise Focus

Designed for businesses, with wholesale pricing.

Key Features

Includes custom pricing, bulk orders, and partner support.

Dual Strategy

Together with D2C, it offers full market coverage for growth.

This dual platform strategy strengthened customer relationships and enhanced enterprise capabilities, driving significant market impact.

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Phase 1- Platform

Design Process

Project Timeline - 12 -15 Months

Discovery

Months 1-2: Comprehensive market research, user interviews, competitive analysis, and stakeholder alignment.

Define

Months 3-4: Formulate strategy, develop personas, map user journeys, and plan technical architecture.

Design & Test

Months 5-10: Create components, develop prototypes, conduct user testing, and iterate designs.

Deliver

Months 10-14: Phased rollout, monitor performance, continuous optimization, and team scaling.

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Phase 1- Platform

UX Challenges in Designing for Global Scale

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UX Strategy to Solve for Scale

Our approach centred on creating flexible, modular solutions that could adapt to local needs whilst maintaining global consistency. This strategy enabled rapid market expansion without compromising user experience quality.

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Phase 1- Platform

ROI of Design


2.1% to 2.95% (+40%)

Conversion Rate

Industry baseline: 2.2% (Baymard Institute). A/B tested across 5 markets.

40%

Development Time Reduced

From 8 to 4.8 weeks feature delivery. Measured across 12 releases.

89%

User Task Success Rate

vs. 67% industry benchmark. Tested with 240 users, 8 countries.

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Phase 1- Platform

My Role: Lead UX Designer

Championing a design-first mindset.

Platform Vision

Defined global e-commerce user journeys.

System Design

Built component library & design system.

Checkout Architecture

Architected multi-region 3-step checkout.

Team Leadership

Mentored 6 Designers, aligned global/local needs.

UX Culture

Fostered UX-first methodologies, transforming product development.

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Phase 1- Platform

User Research: Target Audience Insights

Through this rigorous process, (487 user interviews across 12 markets (Nov 2016 - Feb 2017) we identified three primary user personas that guided our design decisions and enabled targeted experiences for different customer segments.

Tech Enthusiasts

35% of user base

These are early adopters driven by a profound interest in cutting-edge technology. They proactively seek out innovative solutions and are motivated by superior performance, efficiency, and future-proofing.

78% reporting purchase decisions based on deep technical dives, 92% regularly following at least three tech review channels.

Status Seekers

40% of user base

Premium customers who are primarily motivated by brand prestige, social recognition, and exclusive experiences. They view products as extensions of their identity and social standing.

73% expressed a clear preference for premium products, citing brand reputation and exclusivity as primary factors. 65% indicated a willingness to pay a significant premium (20%+ over standard) for perceived superior quality and exclusive features.

Value Seekers

25% of user base

Price-conscious buyers prioritizing affordability and best deals. These users are highly analytical and meticulous in their purchasing decisions, driven by the desire to maximize utility and minimize expenditure.

Our interviews confirmed an 89% direct correlation between price sensitivity and purchase finalization. 72% stated they would abandon a cart if they found a better deal elsewhere, even minutes before checkout.

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Phase 1- Platform

Competitive Analysis Findings

Analyzed direct competitors (Xiaomi, Apple, Vmall China) and indirect competitors (Amazon, Flipkart, H&M, Nike, JD)

This competitive analysis was pivotal in shifting our approach from initial assumptions about user needs and interface design to data-driven decisions. We moved from conceptual ideas to concrete design principles, directly informed by market leaders, resulting in a more refined and strategically sound platform.


Strategic Implications

Apple's clean brand identity Inspired us to adopt minimalist design principles with consistent visual hierarchy across our platform.

Inspired by Samsung's clear navigation, we implemented simplified menu structures with a maximum of 3-level depth to enhance user experience.

Leveraging insights from Amazon's comprehensive functionality, we prioritized advanced search capabilities and personalized recommendations.

Based on Samsung's excellence in error handling, we developed proactive validation and clear error messaging to improve usability.


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Phase 1- Platform

Honor Homepage - Design Sketches

Initial Ideation & Wireframing

Translating user insights into tangible concepts, focusing on layout, hierarchy, and core interactions for the HONOR platform. These early sketches explore various approaches to key user flows, ensuring foundational usability.

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Phase 1- Platform

Breakdown: Homepage Experience

Hero Banner Section

Large, rotating banners highlight pre-orders, new products

Featured Products Grid

A dynamic grid showcases flagship devices

Product Categories

Organized sections for Latest Product- Phones, Tablets, Wearables and Accessories.

Interactive Elements

Dynamic carousels for related products, advanced filters (color, storage, price), and quick-view options enhance user experience.

Community Features

The "Honor Wall" section features user-generated content, testimonials, and reviews, fostering community engagement.

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Phase 1- Platform

Global Cart & Checkout Design


Strategy

  • Build a unified 3-step checkout for 20+ countries
  • Modular framework for regional adaptation
  • Mobile-first responsive design
  • Build trust and security across markets

Challenges

  1. 🌍 Multi-region logistics → lockers in Russia, COD in India, EU couriers
  1. 🈺 Language & culture → RTL (Arabic), long strings, local address/date formats
  1. 🔒 Compliance & trust → Security standards & local payment rules
  1. 📱 Platform limits → 3G bandwidth, early mobile responsiveness, accessibility gaps


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Phase 1 - Platform

Cart Experience for Global Markets


Building Trust with Localized Pricing

Clear, upfront pricing in local currency.

Simplified Mobile Cart Interactions

Streamlined mobile cart editing.

Relevant Product Suggestions

Smart, localized recommendations.

Optimized for Slower Connections

Fast loading for 3G/4G networks.

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Global Checkout Design

Strategy: Unified 3-step checkout process, adaptable for multiple countries with local payment preferences and compliance requirements.

India

Cash on Delivery integration for local market preferences

Russia

Parcel locker systems for secure delivery options

European Union

Trusted courier integrations with GDPR compliance

79%

79% Checkout Completion Rate

Reduced form fields from 23 to 12, consolidated shipping/billing into a single step, and implemented progress indicators. A/B tested against previous 5-step flow.

80%

80% Cart-to-Checkout Conversion

Redesigned cart with persistent mini-cart, one-click quantity updates, and prominent checkout CTA. User testing showed 40% faster task completion vs. previous design.

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Phase 1 - Platform

Other Key Screens: Product discovery

Comprehensive product showcase, specifications, reviews, and localized pricing.

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Phase 1- Platform

Other Key Screens : Order Dashboard

Order tracking, purchase history, and account management

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Phase 1 - Platform

Managing Design Systems for Global Scale

Adapting a single platform for 20+ markets, balancing global consistency with unique local languages, cultural nuances, and complex compliance laws.


Global Foundation Layer

  • Core design tokens
  • Grid system & spacing
  • Fundamental components

Ensures a consistent base experience across all markets.

Regional Override Layers

  • Localized typography
  • Specific color palettes
  • Culturally relevant content patterns
  • Regional legal compliance components

Allows for essential local adaptation while maintaining brand identity.


Local Design Ownership

Each region has dedicated design owners responsible for localization and adherence to regional market needs.

Modification Process

All design modifications must be logged and justified with user data or compliance rationale to maintain a balance between global consistency and local context.

View Guidelines

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UX & Creative Challenges

Phase 2 - Ecommerce Operations

Scaling our e-commerce platform across diverse countries presented unique challenges in maintaining a consistent yet localized user experience and creative output.



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Phase 2- Operations

Campaign Strategy: Four Pillars of Global Success

Flash Sales

Create urgency with limited-time offers

Pre-orders

Build anticipation for exclusive launches

Festive Campaigns

Connect through cultural celebrations

Loyalty Programs

Reward and retain valued customers

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Phase 2- Operations

Campaign Templates- Interactive Elements


Spin & Win

Random discounts, prizes, content.

Countdown Timers

Dynamic, real-time urgency.

Engaging Quizzes

Test knowledge, entertain users.

Viral Social Games

Shareable games, boost awareness.

Festive Theme

Seasonal joy, cultural richness.

Gamified Experiences

Challenges, badges, leaderboards.

Exclusive Launch Offers

Bundles, discounts, limited editions.




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hase 2- Operations

Ready-to-Launch Campaign Templates

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Phase 2- Operations

Campaigns renders and showcase!





Multiple campaign designs showcase for different countries

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Phase 2- Operations

Campaign Engine

"Shop DC"

Developed a UI platform for rapid microsite setup using customizable templates and configurable components.

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Reusable Templates

Spin & Win mechanics, countdown timers, festive seasonal themes

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Gamified Experiences

Interactive quizzes, social games, achievement badges for engagement

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Flash Sale Performance

Capable of handling 50K units sold in just 10 seconds

Impact: 70% faster campaign launches with consistent global campaigns featuring local market flavour and cultural relevance.

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Phase 1- Platform

Global Lessons & Insights

Global Consistency vs Local Relevance

Balance local needs with global brand unity.

Design Systems

Drive faster deployment, consistent experiences, and reduced maintenance.

Trust by Design

Security and transparency build user trust.

Early Validation Reduces Risk

Phased testing ensures safe, iterative scaling.

Leadership Growth

Navigate speed, craft, innovation, and trust.

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Thankyou!

Let's create exceptional user experiences together

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