How 58.com Built a Scalable Design System to Power Post‑Pandemic Services

Background

In December 2019 the COVID‑19 pandemic broke out, drawing nationwide attention. Compared with the 2003 SARS outbreak, the internet era accelerated information spread and shifted user needs during the crisis.

58.com, a leading life‑service platform serving hundreds of millions of users and millions of small merchants, launched support measures for merchants and explored new ways to serve users during the pandemic.

Research and Analysis

Market Size – The life‑service industry grew at a compound annual growth rate (CAGR) of 13.7% from 2013‑2017 and 10.2% from 2017‑2023. Online penetration reached 22% in 2020 and is projected to hit 24.2% in 2023, with the overall market size expected to reach 33 trillion CNY and e‑commerce services 80 trillion CNY.

These trends indicate strong growth potential, prompting 58.com to convert design capability into a foundational service layer.

Enterprise Analysis – Since 2019, 58.com has deepened customer service with VR, micro‑chat, video, and live‑streaming tools, and launched AI‑driven products to strengthen its commercial position.

User Insights – Surveys of 874 respondents showed that 20‑35‑year‑old users (especially males) dominate the platform, with a strong reliance on housing and recruitment services. Communication features are used by 58.54% of users, highlighting the need for clear, personalized experiences.

Design System Construction

The goal was to broaden and deepen service design, translate online design capabilities to offline scenarios, and provide decision‑making support for internal business lines.

The design system comprises five subsystems:

Design Philosophy – defines brand values and tone.

Design System (EUMI) – creates a unified, inclusive, and easy‑to‑use interface framework.

Graphic System (RISE) – delivers 529 service icons with the principles of inheritance (reducing cognitive load) and restraint (enhancing recognizability).

Illustration System (Face Team) – offers 50 character, 50 generic, and 50 background components, enabling 12 500 + combinations.

Copywriting Strategy (SOFT) – provides clear, user‑centric language aligned with brand mission.

All assets were standardized, modularized, and integrated into a digital design platform that supports large‑scale production.

Design Methodology and Process

Researchers applied scientific surveys, trend analysis, and brand‑personality scoring to generate keywords that guided visual direction. A coordinate system (recognizability vs. personality) mapped 100 grid points for each design category, allowing designers to visualize and converge on the most resonant brand attributes.

Design strategies focused on professional, value‑driven content, clear messaging, and visual symbols that differentiate 58.com from competing vertical services.

Outlook

After four months, the upgraded design language achieved broad coverage across business lines and cross‑platform consistency. The ultimate aim is to extend design capabilities to offline scenarios, offering small merchants intelligent design services that drive business decisions and revenue.