SHOPLINE Official Website
led the design for the SHOPLINE USA website and contributed to multiple regional sites, creating a cohesive, localized experience with animations, and interactive elements to boost engagement and maintain brand consistency.
SHOPLINE Official Websites
As the Lead Product Designer for the SHOPLINE USA official website and a core team member for the Australia, China, Singapore, and Malaysia sites, I played a pivotal role in defining SHOPLINE's digital presence across key global markets. This ambitious project aimed to create a seamless, localized online experience for users while maintaining the brand's cohesive identity and core values worldwide.
Lead Role in the USA Website Design
In my role as the Lead Product Designer for the USA website, I was responsible for overseeing the entire design process, from initial concept development to final implementation. The objective was to build a user-centric platform that addressed the specific needs of American businesses, driving engagement, trust, and conversions.
To achieve this, I began with extensive market research and user behavior analysis to understand the unique preferences, pain points, and expectations of the local audience. These insights informed the creation of a streamlined, intuitive site architecture, emphasizing ease of navigation, accessibility, and clarity of information. I introduced a visually engaging design with optimized content placement, bold typography, and strategic use of color to guide users through the site effortlessly.
Research
Font and Typographic hierarchy
The scale we use follows the 8px system, where type sizes are mainly divisible by eight. This mathematical approach to typography creates a clear hierarchy between headings, subheadings, and body text. When working on smaller designs, there is some flexibility in applying this system to ensure accurate and clear communication of information.
Key features were tailored to meet the demands of the U.S. market, including an enhanced comparison of SHOPLINE’s e-commerce tools, integration options, and case studies demonstrating success with local businesses. I also focused on mobile responsiveness and performance optimization, ensuring the site delivers a consistent experience across all devices and platforms. As a result, the USA site became a powerful tool for attracting and retaining customers, boosting conversions, and solidifying SHOPLINE’s presence in a competitive market.
Here are some pages I design throw the period as the Lead Product Designer for the USA website
Collaboration on the Australia, China, Singapore, and Malaysia Websites
Beyond my lead role in the USA, I served as an essential team member for the Australia, China, Singapore, and Malaysia official websites. Each of these markets presented unique challenges and opportunities, requiring a nuanced approach to design that balanced global consistency with local relevance.
Key Achievements Across All Sites
- Localized Design Approach: Each website was crafted to respect local cultural nuances, market expectations, and user behaviors. This localization effort ensured that each site felt familiar and relevant to its respective audience, enhancing user trust and engagement.
- Consistent Global Branding: While tailored to local markets, all websites maintained a unified visual identity, ensuring that SHOPLINE’s brand remained recognizable and consistent worldwide. This balance of global consistency and local adaptation helped establish a strong, cohesive digital presence.
- Enhanced User Experience and Accessibility: My design strategy focused on creating an accessible, responsive, and visually appealing experience across all devices and platforms. The use of modern design principles, such as clean layouts, intuitive navigation, and high-contrast elements, ensured that all users could interact with the sites comfortably and effectively.
Animations, Interactive Elements, and Motion Design Storyboarding
To further enhance user engagement, I integrated animations for section images and interactive elements across all sites. These animations were strategically designed to draw attention to key content areas, provide visual feedback, and create a dynamic browsing experience. Interactive sections, such as hover effects, expandable FAQs, and sliding image galleries, were introduced to allow users to explore content more deeply and intuitively, increasing time on site and reducing bounce rates.
To ensure a cohesive and engaging visual experience, I developed detailed storyboards for each animation and motion design element. This process involved outlining the sequence, timing, and transitions of animations, focusing on how motion would guide users’ attention, convey information, and enhance the overall storytelling of the websites. Each storyboard was meticulously crafted to align with SHOPLINE's brand identity and ensure that animations were smooth, purposeful, and intuitive.
Interactive Section Example
Interactive Section Example
All elements were designed to be lightweight and optimized for performance, ensuring they added value without compromising loading speeds. By thoughtfully planning each motion through storyboarding, the final execution achieved a balance between visual appeal and functional usability.
Through my leadership and collaboration, the redesign and development of SHOPLINE's official websites successfully positioned the platform as a trusted, versatile e-commerce solution in each region. The USA site saw significant increases in user engagement, lower bounce rates, and improved conversion rates. The tailored designs for Australia, China, Singapore, and Malaysia helped establish SHOPLINE's credibility and appeal, driving growth and expanding its footprint in these key markets.
This project showcased my ability to lead large-scale design initiatives, work effectively in cross-functional and cross-cultural teams, and deliver solutions that align with both global standards and local needs. My work contributed to a strengthened global brand presence for SHOPLINE and reinforced its position as a leader in the e-commerce industry.