All-in-One Mini App

Chinese sellers run their business from a phone, but the help they needed was scattered: policy articles in one place, live sessions in another, PDFs somewhere else, and event replays almost impossible to find.

Small and medium sellers feel this hardest. They do not have an account manager to ask, so the information architecture becomes part of the support experience.

We launched the Mini App on 30 June 2025 as one destination for marketing insight, seller education, services and event content. The difficulty was the shelving, not the screens.

Seventeen content domains, from store setup and logistics through compliance, brand building and cross-border payments, had to work across seven formats: policy articles, live sessions, self-assessments, illustrated guides, handbooks, video tutorials and replays.

I designed a 30-day guided learning programme inside the app, and participation grew 50.8% from May to June 2026. But retention collapsed after the third day. Judged as a course, it looked like a failure.

The content data explained why: sellers were arriving, taking the one thing they needed, and leaving. That pointed to a menu rather than a syllabus: high-demand topics first, with a shorter fast path proposed for people who never wanted thirty days.

For a self-serve audience, first-touch usefulness beats completion. That is now how I judge every content surface in the app.

Foundations and reusable components keep navigation, reading and actions consistent across the Mini App.

Foundations summarised in English; component screenshots preserved in Chinese. Full source sheets: Foundations ↗ · Components 1 ↗ · Components 2 ↗

“I no longer need to rely on my PC for information. Now I can learn anytime, anywhere on my phone.”

“The Mini App makes information searches so much more convenient.”