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Designing for China
Design Driven 12.03.14
Why China?
$102bn Luxury Goods Market
60% of Luxury Good bought Overseas
Preference for Online/Mobile Shopping
$9.3bn+ on Single’s Day 2014
Unique opportunity and positioning
What is MVP?
We had a low bar.
Designing to allow Gilt’s Chinese Customers to shop, purchase, and interact in the ways most familiar to them.
What is Familiar?
VIPShop
Scrolling side bar
Infinite scroll
Busy and full pages
Internal side ads
What is Familiar?
Alibaba
$25bn IPO
Marketplaces for everything
- Taobao
-Tmall
-Alibaba
Product click = new tab
Intentional Choices
Deciding what Gilt will and will not design for
Balancing our brand
Ensuring the entire end to end experience is adequate
What Users Couldn’t Do Before
We weren’t letting Chinese customers…
Navigate in their own language
Pay with their own payment methods
Access cheaper shipping rates
Speak to customer support in their own language
Bad shopping experience
Language Localization
Created system for static
localization
30% site/mobile is localized in
Chinese
Dynamic to come
Payments
Alipay and UnionPay =
~75% of Chinese online payments
Visa, Mastercard, American Express =
<2% of Chinese online payments
Shipping
Old model - sometimes 30 day shipping
User expectations -China created 3-hour
shipping
Needed faster delivery, returns and reliable
tracking
Mobile
China mobile internet >desktop (84% penetration)
50%+ already mobile on Gilt
Alibaba Mobile –43% of Single’s Day
Page & Content Loading
Internet Content Provider (ICP)
License
CDNs Inaccessible
Optimized Site Load Experience
50% load time reduction
Social
Social Validation
Getting the “V”
Official presence
Customer Service
Customer Service
Ensured FAQs were translated
~20% singles day traffic to FAQ
Hired Customer Service reps that spoke/write in Chinese
Chat > Phone, email
So What?
Impact of our 4 month effort
Officially established a presence for Chinese customers
Huge increase in revenue
Huge increase in daily new users
Singles Day was ramp up for Black Friday/Cyber Monday
Not even close to being done.
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