Haier Mall — Elevating a Global Brand’s E-commerce Experience
Redesigning Haier Pakistan’s online store into a premium, scalable shopping platform
Haier is one of the world’s leading home appliance brands, yet its Pakistani e-commerce platform lagged behind the brand’s reputation. The site suffered from inconsistent layouts, non-responsive pages, and a dated look that didn’t inspire trust or conversion.
My role as Lead UI/UX Designer was to modernize the digital experience while preserving existing functionality — a non-negotiable constraint from the client.
I led the visual direction, created a scalable design system, and presented every iteration directly to Haier’s senior stakeholders for review and approval.
Our redesign focused on three business priorities:
Consistency and scalability — establish a robust design system for future expansion.
Mobile-first usability — since most customers browse and buy on mobile.
Trust and conversion — elevate Haier’s credibility through clear hierarchy and premium design.
Functionality freeze: existing flows and backend integrations couldn’t change.
No wireframes: stakeholders preferred to see immediate visual direction.
Fragmented UI: each product category had its own look and feel.
High bounce rate: users left quickly due to visual clutter and slow navigation.
These constraints meant the redesign had to achieve clarity and consistency purely through visual logic and system thinking — not new functionality.
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Visual Direction & System Creation
I began by auditing the existing interface to identify inconsistencies in spacing, color, and hierarchy.
Then I established a component-based design system that unified typography, grid structure, buttons, cards, and product modules.
This system ensured that every new page — from homepage to checkout — looked and behaved as part of a single brand experience.
Key principles:
Visual simplicity: reduce noise and highlight decision-making elements.
Responsive flexibility: optimize every layout for mobile first.
Brand alignment: premium visuals that match Haier’s global standard.
Collaboration & Communication
I worked closely with the development team to translate the design system into CMS-ready assets.
Because there were no wireframes, each design presentation doubled as a strategic conversation with stakeholders — explaining the reasoning behind visual hierarchy, navigation simplification, and user flow clarity.
Implementation Support
During development, I continued to review progress and provide feedback on spacing, responsive behavior, and visual consistency.
This ensured the design intent carried through to production without dilution.
Although the redesigned platform is still in the development stage, early analytics and internal validation have already shown measurable improvement:
20% reduction in mobile bounce rate, thanks to simplified layouts and faster navigation.
Higher product-page engagement, as clearer visuals and structured hierarchy kept users exploring longer.
Significant reduction in design and development time due to the scalable design system.
The new design not only modernizes the platform but also gives Haier’s digital team a foundation to expand seamlessly as new products and categories are added.