15+ years designing e-commerce and digital experiences for brands like Costco and Melaleuca — leading localization, design systems, and data-driven UX that moves real business metrics.
Rebuilt the mirrored U.S. interface into a mobile-first, locally-tuned shopping experience.
Led the cross-functional redesign aligning a global brand system with local market needs.
End-to-end product design — from user research to high-fidelity UI and handoff.
I'm Ting Ting — a Senior Marketing Designer with 15+ years spanning brand strategy and user experience. I design campaigns and digital experiences that are measured in conversion, retention, and revenue, not just aesthetics.
My specialty is global-to-local translation — adapting U.S.-built platforms for Traditional Chinese markets, where reading patterns, merchandising logic, and shopping behavior all differ. I've led this work for Costco and Melaleuca, partnering daily with product, engineering, and marketing.
Costco Taiwan's e-commerce contributed only 4% of total revenue: the interface was mirrored from the U.S. site, lacked mobile optimization, and ignored local shopping behavior. I led the localization and mobile-first redesign, validated through A/B testing.
Despite strong retail success, the digital channel was underperforming. The site was a direct mirror of the U.S. platform — outdated visual language, desktop-first layouts, and information architecture built around English reading patterns and U.S. merchandising logic.
The result: low engagement and high cart abandonment among Taiwanese shoppers, whose expectations were shaped by local e-commerce leaders.
Three principles drove the redesign — each traceable to a research insight:
What I'd do differently: [ add 1–2 sentences of reflection — senior-level interviewers weigh this heavily; it shows you learn from projects, not just ship them. ]