Attract
Campaigns and product storytelling turn WeChat traffic into qualified interest.
UI/UX design / Ecommerce / Design system
Precision at
every step.
A luxury ecommerce experience that connects campaigns, product discovery, boutique clienteling, and purchase inside WeChat.
01 Overview
Luxury does not lower the bar when it moves into WeChat.
The challenge was bigger than putting watches into a mobile catalog. Hublot needed a digital buying experience that could carry the same confidence, service, and product detail as a boutique.
I focused the experience on one connected system: campaign content creates desire, product pages support informed decisions, and a clear purchase flow keeps a boutique sales associate close when human help matters.
- Role
- UI/UX design and design system
- Scope
- Ecommerce, campaigns, clienteling
- Platform
- WeChat mini program
- Focus
- Luxury conversion in China
02 Sales logic
The funnel behaves like clienteling, not a checkout shortcut.
High-value purchases need more than speed. The flow builds confidence step by step, captures useful context, and keeps the right boutique relationship visible throughout the journey.
Nurture
Product detail, availability, and boutique support reduce uncertainty before commitment.
Convert
Deposit, delivery, pickup, address, and invoicing are made explicit before checkout.
03 Purchase journey
One connected path from campaign to purchase.
The system moves between dark editorial storytelling and clear white transaction screens. The visual change signals a shift in task without breaking brand recognition.
04 Modular commerce
Campaign pages can change without breaking the brand.
I organized the front end as a set of flexible blocks. Content teams can choose formats, alignments, calls to action, media behavior, and campaign states while the system protects spacing, hierarchy, and brand tone.
05 Design system
A design guide makes consistency operational.
As more designers, marketers, and content managers joined the work, the interface language had to be teachable. The guide turns visual judgment into shared rules for color, type, buttons, themes, components, icons, forms, and responsive product content.
Protect recognition
Core tokens keep every new campaign unmistakably Hublot.
Make reuse flexible
Modules combine predictably without forcing every page into one template.
Give teams control
Clear content rules reduce design debt and speed up daily publishing.
Cross-functional operation
Designed for the people who run it.
The modular system gives content and marketing teams room to create while preserving the hierarchy, spacing, and interaction standards defined by design.
China compliance
Designed for trust in China.
The experience accounts for PIPL requirements around personal information processing, consent, transfer, security controls, and data localization.
07 Contribution
I connected luxury storytelling to operational ecommerce.
My work focused on turning a high-touch retail experience into a clear system that could scale inside WeChat—without treating the brand, the interface, and the content operation as separate problems.
- Mapped the end-to-end discovery and purchase journey.
- Designed UI patterns for product, cart, delivery, deposit, and boutique support.
- Built a modular campaign framework for changing content needs.
- Documented the design language for cross-functional teams.
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