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Wang Fan
Lazada
Design Lead of Shopping Guide
With 10 years of experience in e-commerce experience design, including over 5 years working on core businesses within Alibaba’s Southeast Asian e-commerce platform (Lazada) and 2 years of entrepreneurial experience.
Led end-to-end experience upgrades for the Lazada merchant platform, covering promotions, user growth, transaction processes (during and after purchase), and AI-driven initiatives.
Specializes in leading large-scale, cross-functional redesign projects, with deep user insight and product thinking, using design to achieve business goals and optimize experience.
Design Philosophy: Establish efficient structures within complex scenarios.
Believes that exceptional design lies in pinpointing the core of a problem — whether streamlining user journey efficiency or balancing business needs with user experience.
AI-Powered E-commerce Experience Reconstruction: Practices and Challenges of an All-Channel Shopping Guide
In overseas e-commerce markets, factors like multilingual environments, cross-cultural differences, and uneven regional development create complex and diverse challenges for product design.
In this workshop, the instructor will use AI-powered shopping guide innovations in the Southeast Asian e-commerce market as a case study to guide participants through the experience design challenges and AI product innovation approaches within local contexts.
Agenda:
1.Case Study: AI Shopping Guide Innovations in Lazada’s Key E-commerce Scenarios
1.1 Conversational AI Shopping Guide: Enhanced the existing messaging system by transforming one-way notifications into two-way interactive dialogues. Integrated three types of chatbots (platform notifications, customer service, and merchant chats) into a unified conversational shopping assistant.
1.2 AI Upgrades in Key Decision-Making Scenarios: Optimized product detail page (PDP) content based on user browsing and decision-making pathways. Improved user experience and conversion rates through AI capabilities.
2. Cross-Cultural AI User Experience Guidelines
2.1 Practical Approaches to Culturally Customized AI Image Generation
3. Experience Design Methodology for Complex Multi-Dimensional Scenarios
3.1 AI Experience Design Framework
3.2 Breakthrough Strategies for Differentiated Experience Design
1、Icebreaking: Introduction of Speaker and Team
2、Design Sharing: AI Design Methodology and Practical Cases
3、Interactive Session: Brainstorming AI E-commerce Applications
4、Wrap-up and Review
1、UIUX Designer
2、Oversea E-commerce Practitioners
3、People in the Field of AI Design and Product-related Industries
1、Master actionable design frameworks for complex scenarios
2、Apply cross-cultural AI user experience design guidelines
3、Develop differentiated thinking for breakthrough experience strategies
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Annual Experience Report of Lazada Feedbox
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Full-site Upgrade of Lazada
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AI-to-C Shopper Guidance Innovation: Upgrading from the legacy messaging system to a conversational shopping assistant
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AI-to-C Shopper Guidance Innovation: Upgrading from the legacy messaging system to a conversational shopping assistant
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Revamp the Lazada homepage with the goal of increasing user scale in Southeast Asia by enhancing its core messaging and user perception
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Revamp the Lazada homepage with the goal of increasing user scale in Southeast Asia by enhancing its core messaging and user perception
