Challenge
US manufacturers were under pressure to move their businesses online, but many didn’t know where to start or who to trust for guidance. Alibaba.com had the platform and the network to help, but needed a way to position itself as more than just a marketplace. This program was a chance to show up as a genuine resource for manufacturers navigating digital transformation, with practical training from industry experts rather than a sales pitch.
Overview
Alibaba.com launched the Digitization Sprint Program to help US manufacturers accelerate their move into e-commerce and global trade. The four-week program brought together industry experts to deliver training on online selling, digital marketing, and cross-border commerce. I led the design of the program’s digital experience and visual campaign, translating complex educational content into a clear and engaging learning journey.
Timeline
- Nov – Dec 2020
Role
- User Experience Design
- Campaign Creative Direction
- Visual Design
- Print Design
Team
- Marketing Director
- Pan Lau (Sole Designer / Developer)
Program Landing Page
The landing page was designed to introduce the program and convert qualified manufacturers into applicants. The page opened with a hero section establishing the program’s value, followed by partner logos, a program introduction, and a clear breakdown of why manufacturers should apply. An application form at the bottom captured submissions from interested businesses. Accepted applicants with verified US businesses could participate in all eight courses at no cost.
Curriculum Page
The curriculum page housed all eight course sessions in one place, including embedded videos, downloadable resources, and a full speaker lineup with links to each speaker’s LinkedIn profile. The structured layout made it easy for participants to move through the program at their own pace and return to specific sessions or materials as needed.
Impact
The Digitization Sprint Program brought together 11 industry experts across 8 courses over four weeks, reaching 200+ US manufacturers at a critical moment in their digital transformation journey. By offering the program free to qualified businesses, Alibaba.com lowered the barrier to entry and created a natural pipeline of engaged, vetted leads. Participants who completed the program were handed off to the US seller sales team as sales-qualified leads, with the goal of converting them into active Alibaba.com sellers. The program worked as both a brand initiative and a demand generation tool at the same time.