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.

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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
3
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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