I.T is an international multi-brand fashion retailer. As Lead UX/UI Designer, I worked across website, app, and WeChat Mini Program, shaping scalable digital experiences for multiple brands and regions while aligning cross-functional teams.

Website

I.T operates two distinct retail identities:

I.T — luxury and high-end designer brands
i.t — youth-focused, energetic streetwear

Each brand serves different audiences and required distinct visual direction, content structure, and interaction tone.

Challenge

Managing multiple brands with different design languages and content needs within one shared eCommerce ecosystem.

Approach

Redefined the platform around scalable components rather than brand-specific layouts.

Developed a modular design library and internal guidebook to standardize interaction patterns while allowing brand flexibility.

Conducted regional research — particularly for Chinese users — to align structure and behavior with market expectations.

Facilitated cross-team workshops to align business and engineering around user-centered principles.

WeChat Mini Programs are in-app experiences within China’s largest social platform. I led the redesign of the Mini Program in close collaboration with the China team, aligning the experience with local user behavior and platform-native expectations.

Approach

Conducted focused research to understand emerging trends and user needs in the Chinese market.

Identified lottery and raffle mechanics as a key engagement driver in China.

Introduced a localized raffle feature tailored specifically for the Mini Program ecosystem.

Streamlined core flows to reduce drop-off and improve purchase efficiency.

Impact

+200% year-on-year sales growth

2M independent visitors

550k new followers (Tencent Smart Retail Report)

One of the biggest challenges was managing multiple brands and regions within a shared eCommerce ecosystem. I shifted the platform toward scalable components and standardized systems to support clarity and long-term growth.

Handoff between design, in-house developers, and external vendors required repeated meetings and clarification.

Approach

Introduced structured documentation before development to formalize the handoff process.

Aligned stakeholders through workshops and clearer communication frameworks.

Impact

Reduced ambiguity during implementation.

Minimized repetitive meetings and back-and-forth clarification.

Improved cross-team alignment and development efficiency.

Strengthened consistency across brands and platforms.