A scalable system for Douyin's promotion and advertising products.
Role
Design Owner
Impacts
Scaled a local advertising solution used by millions of SMBs, used by 9 platforms, increasing store visibility and driving measurable growth in local traffic and conversions.
Time
2022–2023
Context
Design system Process
Douyin's advertising products were expanding across creator promotion, local business growth, and campaign tools.
As product surfaces grew, teams needed a design foundation that could keep experiences consistent without slowing down iteration.
As product surfaces grew, teams needed a design foundation that could keep experiences consistent without slowing down iteration.
The Gap
The system existed, but the product experience still felt uneven.
Base components were reusable, but complex advertising scenarios needed stronger rules for layout, states, hierarchy, and product modules.
Design Challenge
Making the system more scalable, practical, and product-ready.
The goal was to move beyond reusable UI components and build a design foundation that could support real advertising workflows, faster team collaboration, and more consistent product quality.
Background
Cleaner page layers for complex advertising interfaces.
Loading
Clearer feedback for waiting, processing, and empty states.
Color
More consistent use of hierarchy, status, alerts, and action guidance.
Icon
More consistent icon usage for meaning and recognition.
Gallery
The updated system improved consistency across multiple advertising products.
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PROJECTS
