Marketplace growth at scale

Designing connected buyer, seller, and creator experiences across a regional commerce platform serving more than 30 million users.

Growth had to work for buyers, sellers, creators, and the marketplace all at once. Growth mechanics were designed as clear, connected moments—not as isolated engagement gimmicks.

Regional scale & interconnected surfaces

At Daraz (part of Alibaba Group), I owned regional product design initiatives across Daraz Coins, Influencer Hub, Live Streaming Commerce, Search Ads, Seller Center campaigns, core product display pages, and gamification loops.

Serving more than 30 million consumers across five culturally diverse markets meant that design decisions directly impacted multi-million-dollar transaction funnels every day. A disjointed loyalty mechanic or confusing campaign tool in Seller Center could immediately disrupt seller participation or erode buyer trust.

The central design tension was harmonizing divergent participant motivations without cluttering the interface:

• For buyers: Loyalty points and gamified coins had to feel real, tangible, and transparent—not like deceptive discount tricks.
• For sellers: Campaign setup, coin sponsorship bidding, and performance analytics had to require minimal operational overhead while delivering measurable ROI.
• For creators: Influencer flows had to seamlessly bridge live video streaming with instant product purchase without interrupting the viewing stream.
• For engineering: UI components had to support 5 distinct country localizations, differing currency formats, right-to-left layout nuances, and high latency network constraints.

I worked across the complete end-to-end product design cycle:

• Mapped user states, coin earning milestones, reward visibility thresholds, and checkout redemption paths.
• Designed seller campaign bidding portals, budget allocation dashboards, and real-time conversion insights.
• Architected creator live streaming tools including flash-sale triggers, live product pinned carousels, and affiliate performance summaries.
• Partnered with Alibaba Group regional product heads, local operations teams, and regional tech leads to balance user motivation with strict business revenue targets.
• Contributed 20+ reusable components back to the regional design system, ensuring visual and behavioral consistency across iOS, Android, and mobile web.

30+ features shipped to products serving 30M+ users across South Asia.

The work also led to 15% revenue growth across growth-focused product verticals and delivered a 25% measured improvement in design-system efficiency across regional product squads.