La Mer
La Mer TMall - Lead Designer responsible for desktop and mobile
Coordinating with Development Teams and the client
The Chinese consumer is turning to online shopping at an accelerated pace, and their expectations are growing at an even faster rate.
While La Mer is the #1 luxury brand on Tmall, our experience is dated, and competitive brands are excelling. To maintain our position, we must transform our E-store into a 2.0 version with a future-focused approach.
Problem
My role: Design Lead
Duration: 34h
Responsibilities: End-to-end process
Details
Tools
Highlights
This project began as a passion-driven idea during a hackathon. What made it special was the freedom to build without the usual engineering and product constraints
4/5
Work wellbeing ratings collected
16 M
Visitors per month
Stakeholder Interviews
ALIGNING
VISION & VALUE
"I conducted deep-dive workshops with La Mer Global Brand Managers and Tmall Operations Specialists to bridge the gap between strict brand heritage and aggressive marketplace mechanics. The goal was to define a 'Digital Flagship' standard."
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Brand Integrity: La Mer requires "Quiet Luxury"—minimalism and negative space are non-negotiable, even during sales events.
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Platform Friction: Tmall's algorithm favors high-density information and promotional badges, which conflicts with the brand's aesthetic.
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The "Skintellectual" Shift: Stakeholders confirmed a shift in strategy from "Lifestyle Marketing" to "Ingredient Education" to justify the premium price point.
CHAPTER 1
Discovery
CHAPTER 2
Branding
I designed the visual identity from the ground up, using dark tones and futuristic typography to evoke a sense of seriousness, sophistication, and capability in every interaction
CHAPTER 3
Wireframes
CHAPTER 4
Evaluative research
CDLM
Digital Takeover
We create a rich scrolling page that tells
the story about our our creme by mixing
real life with the interactive in an
immersive experience. Public immerses
themselves into sets from the CDLM
campaign film, and find themselves
“inside” the LA MER world.
DOUBLE 11
A live shop that consumers can
enter and interact with specialists,
other customers and guides them
through an immersive experience
through a variety of products
categories and brand worlds.
CHAPTER 5
Solutions & iterations
Interface
4/5
User satisfaction score
30% +
browsing
60+
screens
Outcomes
Retrospective
Retrospective on user behaviour
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The "Skintellectual" Reality: Users ignored the "mood" videos to hunt for ingredient lists.
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The Fix: I moved the scientific breakdown above the fold, doubling engagement on the product page.
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Speed is a Luxury Feature: High-res video backgrounds lagged on 4G, making the brand feel "cheap."
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The Fix: Switched to optimised APNGs (Animated PNGs). Retained the "shimmer" effect but reduced load time by 60%.
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Service is the UX: In China, the "Chat" button isn't for support; it's for sales.
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The Fix: Redesigned the sticky footer to make the Chat with Advisor button the most prominent element, increasing pre-sales inquiries.
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