THOMAS COOK CHINA
WeChat Mini Program UI Refresh
Company Thomas Cook China (In-house)
Role UI/UX Designer (Iteration Support)
Duration 2018-2019
Category Tourism/Travel Service
Background & Challenge
During the 2018–2019 product iteration, the mini program required a visual and interaction refresh. Existing pages lacked visual hierarchy, icons were inconsistent, and product detail layouts weren’t effectively driving conversion. Membership features were also underutilized due to unclear presentation.
Objectives
Improve icon clarity and brand consistency
Introduce a dedicated membership benefits section to support loyalty-building
Refine interaction patterns for smoother browsing
Enhance product detail visuals to increase engagement and purchase intent
My Contribution
As a supporting designer brought in mid-iteration, I focused on UI refinement and modular improvements:
Page Optimization: Updated key pages to create a more unified visual system
Icon Design: Redesigned the homepage and feature icons for better recognition and brand alignment
Internal Page Briefs: Produced design guidelines and specifications for internal teams to extend consistently
Vendor Coordination: Managed outsourced designers and provided clear briefs to ensure deliverables met quality and brand standards
User Flow & Key Screens
Homepage
Destination
Perks & Offers
Me
Membership
Open the
mini program
Submit Order
My Account
PDP
About Us
Detail
Visual design for packaged tour products. This example showcases the Morocco group tour — swipe to view details.
Service Promise Icons
Highlights & Impact
Higher click-through and purchase rates across refreshed modules
More unified visual language strengthened brand recognition
Clearer topic segmentation improved content discovery
Membership rights became more attractive and easier to understand
Product purchasing experience became smoother and more efficient
Reflection
This project sharpened my ability to step into an ongoing iteration and deliver targeted improvements without full discovery-phase context. I learned to work within existing constraints, make incremental but high-impact visual decisions, and support the team with scalable guidelines that improved long-term consistency.