AliExpress ads revenue growth was slow, ads manager users are not very active and the growth of registered users was slow.
When dive into the phenomenon, one of the core problem was that Ads Manager Lacks Mobility.
To further validate the users' pain points in mobility, I proactively reached out to the data analyst and obtained evidence that around 80% of AliExpress sellers have fewer than five team members, indicating they have limited resources and time to invest in ads.
Also, I released an in-app surveys. After 1 week data collection, there are 389 respondents. 68% of Respondents agree the convenience of the mobile version of the ads manager.
AliExpress
During big sales like Black Friday, AliExpress e-commerce banner ads had a low click-through rate due to their poor quality. The limitation of synthetic advertising technology hindered improvements. This project enhanced the quality of banner ads by redesigning review processes among seller ops, content designers and visual designers. The outcome improved the banner ads up to 1% and the internal team collaboration efficiency improved by 25%. I was the lead designer and product manager for this project. By conducting user research, I identified users’ problems and came up the solutions.I closely collaborated with seller ops, visual designer and content designer.
Company:
Alibaba AliExpress
My Role:
Senior Product Designer
Year:
2020
Collaboration:
PMs, Engineers, Customer Success
Problems
Ads Manager Lacks Mobility
AliExpress ads revenue growth was slow, ads manager users are not very active and the growth of registered users was slow.
When dive into the phenomenon, one of the core problem was that Ads Manager Lacks Mobility.
To further validate the users' pain points in mobility, I proactively reached out to the data analyst and obtained evidence that around 80% of AliExpress sellers have fewer than five team members, indicating they have limited resources and time to invest in ads.
Also, I released an in-app surveys. After 1 week data collection, there are 389 respondents. 68% of Respondents agree the convenience of the mobile version of the ads manager.
"I often travel for business, but I still need to closely monitor our store's advertising performance.With the mobile advertising management service, I can easily monitor advertising effectiveness on the go and make timely adjustments to keep our store competitive!"
“I'm targeting North America and Europe, but it's a pain 'cause of the time zones. After work, it's hard to keep an eye on how my ads are doing. I'm stuck using my computer for that, and I've missed out on some good chances because of it.”
Mobile Ads Manager Beta Goal
I proactively defined the success metrics with the product manager so that I could develop design solutions to achieve these metrics. oth emereics
Business success metrics
Mobile ads manager DAU
11.3K
Seller success metrics
Product Advertised
+ 10%
Ideate And Prioritize Features
Systematic User Experience Analysis
From start, I need to prioritzie the features developed for the first release of ads manager on mobile.
I systematically analyzed the user experience across both the web portal and mobile platform, then developed and prioritized design strategies for the mobile app.
This analysis enabled me to develop effective design strategies for the ads manager on the seller mobile app.
User Journey Analysis
The business needed to acquire new users and activate existing ones for the AliExpress seller mobile app. My task was to identify which features would meet these user and business needs I analyzed the user journey for both new and existing users. Through this process, I empathized with users at each step and identified key features that could achieve the goal.
As a result, I prioritized features that enhanced user satisfaction and engagement, contributing to the successful acquisition and activation of users.
Activate Existing Users Goal
“I need to download the app first.”
“The AliExpress operation manager notified me that the ads manager is available on the app. I would like to check it out.”
Be Notified
Start Using
“After opening the app, it should be easy for me to find the ads manager tool.”
“I ignored the notification in the Dingding chat group. However, if there is a new function released, it should be easy for me to discover.”
Platform Homepage
“The homepage of the ads manager should present me the most important info about my ad campaigns.”
“For campaigns, it should offer me core functionalities.”
Manage Campaigns
“It is so convenient to check the budget consumption anytime, so I can add credit more frequently.”
Recharge Cash
“I already have the app. I open the app and try to find the ads manager tool.”
Ads Manager Homepage
Acquire New Users
“After opening the app, it should be easy for me to find the ads manager tool.”
“I ignored the notification in the Dingding chat group. However, if there is a new function released, it should be easy for me to discover.”
“The AliExpress operation manager notified me that the ads manager is available on the app. I would like to check it out.”
Be Notified
Start Using
“ When I land on the homepage of ads manager, the intuitive interface enables me to quickly understand the core idea of the products and join the trial experience campaigns”
Platform Homepage
“I need to understand the value of the ads manager.”
“By creating an trial experience campaign, I aware the ads’ value in selling my products”
Trial Experience
“It is so convenient to check the budget consumption anytime, so I can add credit more frequently.”
Recharge Cash
Introduction
Design Iteration
I had a chance to define the mobile interaction pattern on the legacy seller mobile app while maintaining a consistent user experience with web portal.
My task was to ensure the mobile app's design met both users' and business needs, specifically aiming to acquire new users and activate existing ones.
I held workshop to ideate user experience, fast iterated the design based on the feedback. Based on each user journey step, I kept what features/element can help to achieve users’ and business goal.
As a result, the improved mobile interaction patterns provided a seamless and consistent user experience across both the mobile app and web portal.
4 Rounds Iterations
Led workshop
Fast Prototyping
Test with Sellers
Navigation Iteration
I simplified the navigation based on the feedback from internal stakeholders. Simplification and discoverability are the core design goal.
Version 1
Version 2
Version 3
Trial Campaign Entrance
I experimented the AliExpress promotion campaigns entrance.
Version 1
Version 2
Version 3
Payment Process Iteration
After the release, I found that the payment success rate is 90%, resulting in a 10% loss. I interviewed sellers and discovered that the collaboration ad roles in smaller companies impact the payment process.
Original flow
Iterated flow
Account Balance
Select amount
$ 8737
$ 200.00
Customize
$ 300.00
$ 500.00
There is a delay for the credit on add the credit
If you add credit more than $500.00, you can get one $50.00 coupon
which will be automatically deducted your next credit payment.
Coupon
$ 2000.00
Add Credit
9:41 AM
100%
AliExpress
Ads Manager
Pay by AliPay
QR Code
100%
9:41 AM
$
Metrics Tracking And Iteration
Mobile Ads Manager DAU
11.3K
DAU Achieved
8.9K
After the release, there was a gap. By releasing surveys, I found 3 reasons leading to this gap.
Monthly New Users Acquired
4K
The landing page is important for acquiring new users. I proposed an iteration direction.
Daily Ads Manager Active Sellers
28K
Products Advertised
+3%
I found that the activated sellers are those who registered with Ads Manager within 3 months. I proposed product solutions by incorporating marketing into the user journeys.