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AliExpress is a global marketplace linking buyers and sellers with diverse, affordable products. Serving 431+ million monthly users in 180+ countries, it supports multiple languages and currencies.
In the first week, I audited the app to understand the product and spot improvement opportunities. I found the Referral feature's UI inconsistent with the design system. The marketing team confirmed it hadn’t been actively operated for 2 years but retained it for its growth potential.
The previous referral feature launched in 2021 showed low user engagement in the past 3 years, as confirmed by the metrics in the previous PRD and MRD.
The product team identified opportunity for the referral feature to acquire new users organically and reduce Customer Acquisition Cost, especially in Latin America.
guide existing customers to engage more in the referral process, so that they are more interested in sharing?
reduce friction for the new customers in the signup process, so that they are more likely to place their first order via the referral?
The design has the potential to increase referrals by 20x compared to the previous version, as confirmed by the PM.
Addresses the project goal of acquiring new users organically and has the potential to increase new user conversion by 18%.
XFN insights clarified the referral feature's business goals, target countries, and key metrics (e.g., Daily Active Customers, New User Conversion). This context shaped my design principles, guided my design decisions, and provided a solid foundation to defend them effectively.
Introduce the rules and set the joyful mood through the engaging introductory animation.
Assist users unfamiliar with the referral rules in gaining a clearer understanding.
Prioritize “Invite via link” to encourage user complete the sharing within the app’s guidance.
Users can quickly and more efficiently share referral links without navigating complex steps.
After the initial referral, friends may forget to place an order. A reminder can act like a gentle nudge.
Notify users about the progress and celebrate every referral to boost users' motivation to refer more.
Allow users to quickly see how much they’ve earned to encourage them continue referring AliExpress.
Helps users easily track their friends' progress and see the potential earnings for each referral.
At the first touchpoint, new users who open the referral link are directed straight to the signup process.
Each step is guided by either animations or CTA buttons.
Prevent new users from forgetting the referral coupon, the banner encourages them to place their first order.
Ensure new users benefit from the referral feature by making it prominently visible throughout their experience.
To understand the problem, I interviewed 7 global users and surveyed 40+ additional users via UserTesting.com. Analysis revealed key pain points for referrers and new users.
With product insights, I defined design goals aligned with business objectives and set key metrics with quantitative targets. Insights from the app audit and UXR reports informed user experience goals, which will be validated through recent user research.
After feedback that the V1 design lacked appeal for Latin American audiences, I consulted regional marketers, created a moodboard, and refined it to feel more passionate and exciting.
Localization does not just mean translation. I have to make sure my design is inclusive and localized for users across the globe. Before inviting localization team to edit the UX copy, I experimented to make sure the design is flexible in short and longer language.
Designing products for a global audience requires a continuous focus on adapting the design to create a localized experience. The design team I interned with supports international markets in North America, South America, and Europe, so I dedicated time during the research phase to understanding users, including their cultures, languages, and market nuances. Throughout the design process, I developed the habit of considering longer text requirements, which often pushed me to avoid the easiest and the most obvious design solutions.
Besides design craft, collaboration with stakeholders is equally crucial. Building trust with stakeholders paves the way for smoother collaboration in the long run. To achieve this, I make thoughtful design decisions, and at the same time try to understand their point of view. Before pushing back, I could seek to understand the stakeholders's priorities and concerns in the project, and collaborate to find a solution that satisfies all stakeholders.
I learned the importance of creating and presenting multiple design solutions to stakeholders, each supported by a clear rationale outlining its pros and cons. This approach fosters collaboration and ensures diverse perspectives are considered. At the same time, I focused on confidently advocating for the solution I believed best addressed user needs and business goals, supported by research and insights.
