Seller Store Design Platform


I had been part of the Seller Store Design & Template Market team since 2008. It is a evolving project that continues to improve seller’s store design experience (the process is similar to designing one's blog/Tumblr), as well as the look and feel of stores on as a whole.

By empowering sellers with a user-friendly platform, not only can we improve the store designs on, but we are able to create a better shopping experience for shoppers.

ux strategies/

I participated in the iterative strategic planning for this product with product manager, UI designers and marketing specialists, by using surveys to help understand general market needs, holding participatory design sessions with sellers to investigate new features, and providing user feedback analysis for functional/UI improvements.


I was able to contribute to interaction design for the version iteration in 2010, during which I designed the new Content Management feature pages.

Sellers have the habit of putting too much content into their store pages, which may cause slow loading speed for shoppers; however, most of them do not have the awareness of web performance. I brought up the idea of using a thermometer to provide feedback of the current page load when the seller is designing the store. This new feature was well received.

content strategy/

To help users better adjust to the redesigned interfaces, I collaborated with communication designer to prepare an intro video of the new platform, and worked with marketing specialists to provide copy-writing of the Help manuals for users.


For two years in a row, this product has received the highest user satisfaction ratings among all seller tools offered by It also won the Online Customer Experience Award (Asia Region) from G-CEM (Global Customer Experience Management Organization) in 2009.

Product Info