Boosted online sales by initiating a content management system for the e-commerce team

This project included internal tools and a revamp of the customer-facing experience across the web and native app. Over four years later, both still rely on backend CMS modules I designed in 2021.

Key results

10+

NPS commendations

20%

Sales increase across 12 categories

3.6%

Boost homepage add-to-cart rate

Challenge

Symptoms

Online sales are consistently declining, while customer satisfaction metrics continue to decrease. Repeated customers also perceive online prices as higher compared to those in offline retail stores.

Root Cause

Online promotional prices are often delayed or missing compared to offline stores, primarily because the e-commerce operations team cannot upload promotional materials independently and must rely entirely on engineers.

Solution

Empower the e-commerce operations team to independently create and launch promotional content, like banners and pricing, using a no-code tool. This reduces reliance on engineers and ensures timely, aligned online promotions with offline stores.

Code-Free Homepage Tool on Magento

Location-based promotion configuration to streamline fulfillment and ensure accurate, timely promotions across different regions.

Code-Free Homepage Tool on Magento

Code-Free Homepage Tool on Magento

By entering text and uploading images, enabling direct collaboration with brand designers and streamlining the sales process.

Create campaigns by entering text and uploading images.

This implementation allows the operations team to collaborate directly with brand designers, streamlining sales efforts.

What does the customer-facing experience look like?

A modular homepage concept supported by the CMS

Production environment view

Other input: implementing a new design system

I proposed a new design system for the e-commerce site. Although it expanded the project scope, we had sufficient engineering resources in that sprint, allowing for the design system to be developed and implemented quickly. Here are some key elements, along with a comparison of the before and after looks.

Any questions?

Say hello at liqing.chen0909@gmail.com . For more information, here's my resume