TE Connectivity
Design Systems, Global E-commerce System
Overview As Product Design Lead at TE Connectivity, I directed a design initiative aimed at transforming TE’s global e-commerce systems, with a focus on major markets in China, Japan, and Germany. I led cross-functional teams of designers, researchers, and developers to build a design system that supported TE's rebranding while enhancing user experiences across global e-commerce channels. Our goal was to provide customers with seamless and efficient pathways to TE’s wide array of connectivity and sensing solutions.
Role
Lead Product (UX/UI) Design
Branding & Marketing Design
Project Management
Team
Product Owner
UX Researcher
Lead Designer
Front-Developers
Back-End Developers
Project Managers
Localization Experts
Analytics and Insights
Additional Team Contributors
Digital Marketing
SEO Specialists
Stakeholder and Business Leaders
Accomplishments
Design Playbook Creation: Developed a comprehensive playbook to standardize design processes for TE's diverse Lines of Business, streamlining workflows across teams.
Company Rebrand Leadership: Spearheaded the rebranding initiative, unifying TE’s visual identity across digital and physical touchpoints.
Page Redesigns: Led the redesigns for critical CRM and AEM pages, modernizing the user experience for both end customers and internal teams.
Enhanced Browsing and Shopping Experience: Increased the shopping experience rating from 77% to 91% by reducing user pain points, as indicated by decreased claims, cancellations, and returns.
Project Focus Areas My role centered around three main UX/UI improvements:
Type-Ahead Search Optimization
Our research showed that 24% of all searches on TE.com yielded zero results, affecting conversion rates. Customer feedback indicated a reliance on part numbers and cross-referencing parts with competitors, necessitating a robust search experience. I led the redesign of the type-ahead search feature to support queries by part number, product name, and competitor parts. The enhanced search functionality, including commands like “list” and “xref,” improved search accuracy and usability, helping users find products more efficiently.Product Group Page Organization
With high bounce rates on product group pages, we focused on reorganizing content to improve navigation and hierarchy. This project involved restructuring product family information (e.g., DEUTSCH connectors) to align with user expectations. Through content reorganization and e-commerce updates, we increased engagement and helped customers better understand product offerings.Campaign Landing Page Engagement
TE’s campaign landing pages are key conversion points, facilitating white paper downloads that often lead to sales. By designing parallax scrolling and interactive elements, I created a more engaging experience on these pages, encouraging potential customers to explore TE’s solutions and furthering conversions.
Localization & Optimization for China TE partnered with WPIC to gain insights into the Chinese market and optimize UX for Chinese users. Our objective was to create localized designs that met user needs specific to the region, given that the original templates were built for English content. We collaborated on the following:
Market Study & UX Audit: Conducted a thorough analysis of the Chinese market, including competitive benchmarking, content needs, and design preferences.
Design & Technical Optimization: Optimized website layouts, simplified language integration, and executed a UX audit to ensure culturally and functionally appropriate designs.
Data-Driven UX Enhancements: We produced guidelines for ongoing UX optimizations and front-end improvements, aiming to enhance SEO and SERP visibility while aligning the site’s architecture with TE’s ecosystem.
Results The project culminated in the release of a global e-commerce system and an integrated design system that adhered to TE's brand standards across regions. This initiative not only improved user engagement but also achieved significant KPI increases, including growth in marketing-qualified leads (MQLs), conversions, and new customer acquisitions. The localization efforts in China provided a foundation for expanding into other markets, solidifying TE's position as a user-centered and globally accessible brand.
Impact Through strategic design leadership, this project established TE Connectivity as a UX-forward company, creating streamlined, intuitive pathways for customers to explore and purchase products on a global scale. The design system now serves as a foundation for ongoing innovation, enabling TE’s teams to deliver faster, more impactful updates across all digital channels.
