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Converse

In 2012, Converse Greater China underwent a brand and e-commerce site redesign. I led the UX and content strategy design effort in Shanghai. We were tasked with providing China-specific features, and we proposed a content bookmark feature for each user profile. Similar to Pinterest, this content pin board allowed users to save blog posts and shoes on their mobile phones.

The most challenging part of the ecommerce redesign is designing the checkout and payment experience from scratch, based on insights from Chinese user experience (UX) practices. China has payment gateways that are completely different from those in the rest of the world, so we had to conduct an intensive benchmark study of China’s payment design and checkout flows.

Product detail page was a new territory because Converse needed user feedback and admin reply mechanism on each product detail page. We had to make many versions of the PDP to meet client needs.

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As of today, Converse Greater China continues to use the design we established in 2012. The project included collaboration with a local Chinese art director and designers. We worked closely with the marketing team in Shanghai and a UX partner agency from Singapore.

 

Client: Converse

Skills: Content Strategy, Wireframe

Compatible: Mobile, Desktop

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