Alibaba Cloud
Designing a Mobile-First Conversion-Driven B2B E-commerce Experience for a Cloud Market Launch
Redesigning Alibaba Cloud’s e-commerce website for the Australian launch, translating complex cloud services into clear, conversion-focused user journeys through Figma wireframes, reusable UI components, and pixel-perfect, mobile-first design execution.
Problem Context
Alibaba Cloud was preparing for its Australian market launch, requiring a clear, credible, and conversion-focused e-commerce experience to sell complex B2B cloud software products and solutions. The existing cloud services site needed to better support first-time users navigating enterprise offerings while building trust with a new regional audience.
Role: UX/UI Designer
Platform: Figma | Web | Responsive Design
Client: Alibaba Cloud (via Hardhat Agency)
Year: 2021
Team
Cross-Functional Collaboration Within a Multidisciplinary Design Team
I collaborated within a multidisciplinary design team, working under a Lead UI Designer alongside a UX Designer, Digital Designer, and another UI Designer focused on navigation. This close collaboration ensured alignment across user experience strategy, visual execution, and interaction design, while enabling efficient handovers and cohesive outcomes across the site experience.
Challenge
Complex Service Offerings and Cluttered, inconsistent pages
The existing experience made it difficult for users to understand, compare, and progress through cloud service offerings. User journeys were fragmented, resulting in unclear pathways to sign-up and reduced page conversion. Design inconsistencies across marketing and product pages further increased design effort and developer confusion during implementation.
Approach
User-Journey-Led Redesign with Scalable, Reusable UI Components
I conducted user journey analysis and created wireframes in Figma to restructure key flows across the cloud services site, simplifying navigation and clarifying entry points into core offerings. I designed reusable UI components to maintain consistency across marketing and product pages, reducing design redundancy and supporting efficient development. All solutions were designed mobile-first, ensuring clarity and usability across devices.
Outcome
A Mobile-First, Conversion-Optimised Experience for Cloud Service Sign-Up
The final designs delivered a clearer, more intuitive user flow that improved discoverability of services and reduced friction in the sign-up process. Mobile-first, pixel-perfect execution optimised performance across devices, contributing to improved traffic-to-sign-up conversion and supporting a confident, scalable launch of Alibaba Cloud in the Australian market.
