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Clinique Greater China

In 2013, I led the UX design for the launch of Clinique’s flagship store on Tmall. We ensured that the design process and guiding principles adhered to creative content and innovative storytelling. Instead of the traditional flyer-like shopping experience, I aimed to integrate a similar experience to what shoppers would get in retail stores and make the brand’s editorial content highly interactive.

The biggest challenge was managing all the feature modules due to the overwhelming amount of data. Fortunately, we partnered with a Tmall vendor to calibrate most of Tmall’s sales modules, allowing W+K to focus on the creative aspect.

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The launch of Clinique’s Tmall store was a huge success in China. The sales numbers and conversions exceeded expectations by at least 10%. I collaborated with outstanding art directors, front-end developers, and digital brand designers to deliver Estee Lauder’s first flagship store in China.

 

Skills: AI, WF, Content Strategy

Compatible: Tmall

Client: Clnique