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AliExpress, Alibaba Group

[vc_row][vc_column][toranj_title style=”lined” heading=”h4″ title=”My Responsibilities and Accomplishments”][vc_column_text]From June 2019 to Sept. 2021, I was a Senior Content Strategist at AliExpress. Below were my responsibilities and achievements:

  • Developed UI copy and crafted UX content strategy for users across 190+ countries and regions.
  • Established and implemented an end-to-end process for UX content creation, testing, auditing, bug fixing, and quality evaluation. Deployed it to various business units in the company, fostering consistency and efficiency.
  • Spearheaded the localization strategy for 18 languages, initiating a quality evaluation system from 0 to 1.
  • Reduced French UX content competitor gap from 19.4% to 2.9% in one year. Successfully replicated the strategy and workflow across multiple languages and marketing content
  • Advocated DIY user research methods to collect content satisfaction scores and user feedback, including content scorecards, emotion maps, and preference tests.
  • Developed content guidelines and built a termbase and a glossary while contributing to the design system.
  • Managed Alibaba Design overseas media accounts and conference outreach.

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  • New Sparkle of 2020
  • Global Sparkle of 2021
  • Honorary Speaker at Alibaba Design Week 2021

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Background

  1. O-P (Order confirmation-Payment) conversion rate is way lower than Taobao’s.
  2. Without an address, we can’t display the correct price and it affects users’ decisions.
  3. With the before version, users need to complete 2 tasks (add address and choose payment method) on 1 page – too much work for them.

Results (After VS Before)

  • D-O increased by 0.6%
  • Order Conversion increased by 7.6%
  • O-P increased by 2.7%

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Goals

  • Increase UCTR and UV active rate (DAU/MAU) for non-orders sections
  • Direct traffic to other biz opportunities

Results (Data from Sept 11, 2020)

  • New version’s single UV value, purchase conversion rate, and Average transaction value are all higher than old version
  • New version’s DAU increased by 2.92% from the previous week
  • Direct 1.5M UV (Daily average) to other biz opportunities (old version was 50K+)
  • Non-orders sections’ clicks increased from 5% to 34%, active rate is 15.84%

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Issues: 

  • AE’s logistics and delivery services are one of the critical factors that are limiting biz growth and lowering user satisfaction
  • Combined Delivery and X-day Delivery, these 2 new complicated delivery services must be fully localized in core languages.

Goals: 

  • Increased proportion of GMV and order quantity for the two delivery services
  • Increased satisfaction rate

Results:

  • 3-7 Days Delivery: Overachieved goals in Spain and Poland; Proportion of GMV：10.9%（ES）/5.3%（FR）/ 11.1% (PL)
  • 10-day Delivery: 49k+ sellers signed up and it’s growing fast; Proportion of GMV：15.17%（ES）/12.5%（FR）
  • Combined Delivery: Was doing A/B testing when I left. 64% launched
    • Spanish markets：
      • a. Impact on the overall market: The overall payment situation in the experimental group is slightly higher than the control group. All four experimental groups fluctuate within the range of 1% to 2%, indicating healthy data performance.
      • b. Impact on combined orders: The positive impact is more pronounced, with a significant effect. The quantity of combined orders is 15% higher, the payment amount for combined orders is 18% higher, and the number of buyers for combined orders is 20% higher.
      • (对大盘影响：整体支付金额情况实验组较基准组皆有上浮，4个实验组在1%-2%范围浮动，数据表现健康；b. 对合单的影响：正向影响效果更加明显，合单订单单量高出15%，合单订单的支付金额高出18%，合单买家数高出20%.)
    • French markets：
      • a. Impact on the overall market: The overall payment amount fluctuates positively and negatively, with the experimental group slightly lower than the control group by -0.7. Among them, experimental group 3 is relatively stable, exceeding the control group by 1%.
      • b. Impact on combined orders: The quantity of combined orders is 8% higher, the payment amount for combined orders is 10% higher, and the number of buyers for combined orders is 13% higher.
      • (对大盘影响：整体支付金额正负向波动变化，实验组略低于基准组-0.7，其中实验组3较稳定，高出基准组1%；b. 对合单的影响：正向影响效果更加明显，合单订单单量高出8%，合单订单的支付金额高出10%，合单买家数高出13%)

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