Taobao Design, a design team serving the experience of billions of global consumers. Leading UX, creating designs that move people, and making business beautiful and simple.
The article reinterprets flash‑sale coupons as a designed touchpoint—using a gold‑egg metaphor, consistent visual anchors, emotional‑numeric feedback, holiday ambience, and brand integration—to make each benefit claim feel expected, memorable, and motivating for repeat participation.
This case study details how the Taobao fashion channel was redesigned by consolidating visual language, simplifying layouts, and focusing on product images, resulting in a cleaner, more consistent user experience that aligns with business goals and evolving user expectations.
This case study details how a national subsidy marketing project was transformed into a unified, flexible design system by defining clear mental symbols, building modular visual structures, and creating efficient, engaging user experiences across off‑site and on‑site channels, ultimately turning complex business logic into an intuitive consumer journey.
This article explores the challenges of using AI image generators for brand IP, compares Midjourney and Stable Diffusion results, and presents a step‑by‑step multi‑layer model training workflow—including dataset creation, training optimization, and practical tips—to achieve a more expressive and consistent Tmall mascot.
This article details the design thinking behind Taobao’s 2023 Double 11 interactive game “Fantasy Island”, explaining the background, user‑emotion challenges, and the step‑by‑step solutions for both single‑player management and multiplayer battle modes to boost engagement and satisfaction.
This article traces the history of variable fonts, explains their technical axes, and showcases a range of real‑world case studies—from dynamic brand identities and Olympic logos to climate‑awareness typefaces—demonstrating how variable fonts enhance readability, branding flexibility, and interactive user experiences across web, mobile, and physical media.
This article showcases three typical smart‑home user scenarios—pet owners, family caregivers, and professionals—detailing the UI design concepts of apps such as automatic feeders, smart litter boxes, robot vacuums, intelligent lighting, family smart screens, smart toilets, switches, fitness mirrors, and artistic speakers, while highlighting visual and interaction patterns that improve usability and user delight.
This article explores the role of typography in design, tracing its historical roots from ancient alphabets to modern digital fonts, categorizing serif, sans‑serif, and decorative typefaces, and detailing how font choice, weight, line width, spacing, and color contrast together enhance readability and guide user attention.
This article outlines how the Taobao design team systematically collects, analyzes, and acts on user feedback—building a feedback platform, clustering design‑related sentiment, managing issues, running micro‑surveys, and quantifying impact through processing rates, reduction rates, and satisfaction uplift—turning qualitative voices into concrete UX metrics.
This article explains why clear, perceptible information is essential for user experience, outlines how to create strong visual labels and tangible presentation formats, and showcases practical examples from popular apps that illustrate effective information design strategies.
