Redesign the shopping experience for Chinese consumers
Luxury Retail
In 2018, while Burberry has since expanded its localized digital touch points in China (WeChat mini program, public account, TikTok, etc.), the website remained a dominant platform for digital experiences. Therefore, the focus of the project was on creating a mobile-centric, cross-device responsive design to ensure an optimal user experience.
Hence, the attention to detail was crucial in defining breakpoints and design specifications. I closely collaborated with the BA team and the Dev team to meticulously design over 25 functional modules, while also overseeing the output and quality of design annotations. Furthermore, I maintained close communication with the client's team to ensure smooth progress throughout the design process.
In early 2018, Burberry introduced its new global eCommerce experiences, including the need for localized experiences in China.
As the first website revision for the Burberry China team, the project involved balancing the consistent experience of an international luxury brand while also focusing on localized experience design. Key aspects, such as account registration and payment methods, required careful attention to ensure a seamless localized experience.
I collaborated with the Burberry design team to redesign a fully responsive website for mobile, tablet, and desktop, addressing key experience issues for Chinese customers. My responsibilities included gathering requirements from the Burberry design team, UX design for key features, and close collaboration with the development team to ensure frontend quality.
