Designers
Suya Xu, Chen Ye, Chuyi Ouyang, Cong Wang, Hui Liu, Jie Wei, Simin Yang, Wendi Xu, Xiaoyu Zhang, Yinhui Li, Zhongyu Wang, Yue Chen
Year
2026
Category
Product
Country
China
Design Studio / Department
E-commerce advertising design team
Three questions to the project team
What was the particular challenge of the project from a UX point of view?
Our key challenge was turning traditionally complex bidding-ad workflows into an interface simple enough for non-experts to benefit from advertising. For years, advertising has been highly specialized, and effective ads required trained teams who spent months learning terms, years gaining experience, and full days handling creatives, setup, and tracking. We set out to break this model, making advertising inclusive for millions of merchants on Kuaishou. To achieve this, we undertook complex and long-term efforts: exploring dozens of structures and flows for key scenarios, iterating prototypes through feedback from over 40 merchant visits, and collaborating closely with product and engineering teams to ensure feasibility and successful implementation.
What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
One of the most standout moments came during the beta testing phase. At that time, we were receiving a constant stream of feedback from merchants across China through our frontline sales and operations teams. Hearing merchants of all types express genuine satisfaction with the redesigned flow and interface was an absolute highlight. The innovations in JinNiu 3.0, such as the minimal ad-creation flow, smart ad monitoring that alerts merchants, actionable data dashboards, and an end-to-end AI assistant, were transformative compared with the heavy, slow tools merchants had previously relied on. This proved that thoughtful, scenario-based design, not just advanced technology, can drive real, meaningful impact.
Where do you see yourself and the project in the next five years?
In the next five years, we believe JinNiu will remain effective, easy to use, and inclusive. The next generation of JinNiu may evolve into an even more lightweight and intelligent tool: merchants would only need to express their marketing goals and creative ideas, then evaluate ad results, while everything in between—such as ad parameter setup, real-time tracking and optimization, and data analysis—would be handled by advanced AI technology. In this future, our role may shift from designing interaction flows to designing around trust and AI systems. Regardless of how it evolves, we must remain closely grounded in people’s needs and emotions and translate technology into solutions that are genuinely simple, trustworthy, and human-centered.
