Alibaba · Ele.me · 2024
shipped
Product Strategy
Journey Design
Adapting promotions to user context across the customer journey.
Contribution
I owned the end-to-end in-app voucher experience, from promotional entry points and purchase to redemption. I collaborated with two designers responsible for campaign illustrations and Double 11 promotional visuals.
overview
Problem: In a highly competitive food-delivery market, users found it difficult to understand the value of available vouchers, while voucher bundles lacked a clear identity.
Approach: For Double 11, we redesigned the voucher bundle experience around two principles: making savings visible throughout the purchase journey and giving each bundle a distinct identity.
Design Goal: Help users compare offers more easily, reduce decision friction, and support campaign conversion.
Specific business performance metrics are omitted for confidentiality.
why
Double 11 is China's biggest shopping event. While Meituan had established its voucher bundles, Ele.me still sold vouchers individually.
We identified two key challenges:
Invisible savings: Users struggled to see how much they saved or track unused vouchers.
Lack of identity: Vouchers felt like generic discounts, with little reason to choose one bundle over another.
These insights shaped two design strategies: make savings visible and give each bundle a personality.
Strategy 1
Show what users save, before and after they buy
Users judged a bundle by one question: how much do I save? So the saving leads every step.
Before buying, the bundle page opens with the total saving and the number of vouchers, before the price. Three short steps explain how it works: buy the bundle, check the order, use a voucher.
After buying, the bundle page shows how many vouchers are left and how much is still to save, with a progress bar. Vouchers about to expire show a live countdown and an “Expiring soon” tag, so unused vouchers feel like a loss, not a leftover.
Strategy 2
Give the bundle a personality
Each bundle has its own name, illustration and story, so it feels like a product people remember, not a list of discounts. To keep this scalable across many bundles, we designed a rule that reads the main colour of each bundle’s artwork and maps it to one of six colour families in our design system. Headers, cards and accents all update from that one colour.
