Alibaba · DingTalk · 2020
Shipped
Enterprise Platform
Visual Systems
Creating a modular launch system that adapts across platforms, content, and campaign stages.
Challenge
Past DingTalk launches were long, feature-heavy presentations. This year the business wanted the launch to sell, like an e-commerce campaign.
18 days, four teams
We had 18 days, from 29 April to 17 May. I led UX from requirements to launch, and coordinated operations, engineering and an external 3D studio. To avoid surprises at the end, I set up a design QA checklist in the first week and reviewed every build against it.
Visual Language
The visual direction was “tech, texture, richness”: dark backgrounds, saturated colour and 3D product renders. I worked with the 3D studio on the renders, and applied the same style across web and mobile.
Outcome
Launched on time on 17 May.