OPERATIONS · DESIGN-LED PRACTICE

OPERATIONS

Design-led Operations

设计驱动的运营实践

Design enters real operational systems through content, structure, and iteration. This space documents how visual assets are built, deployed, tested, and validated within real platforms and real constraints.

运营视觉不是简单放图，而是内容如何被生产、验证、归档、再调用，并最终形成可复用系统的过程。

CONTENT ASSETS 内容资产 A/B TESTING 对照验证 TEMPLATE SYSTEM 模板系统 METRICS PROOF 数据验证

What operates here

这里真正运作的是什么

Not campaigns.

Not posts.

Not visuals alone.

What operates here is a system where content, structure, and feedback circulate continuously.

这里运作的不是单次产出，
而是一套可以被反复调用的设计方法。

CONTENT · ITERATION · VALIDATION · REUSE
内容生产 · 迭代 · 验证 · 复用

SYSTEM STRUCTURE

How this operation is structured

运营系统如何被拆解与组织

Three operational systems, each shaped by a different audience, channel and feedback loop.

三套真实运营系统：复杂物流信息转译、海外投放验证，以及品牌与 IP 的持续运营。

Drag the top card or choose a system.拖动顶层卡片，或直接选择项目。

SYSTEM A

Amazon Global Logistics Communication Operations

A cross-channel content system for Amazon Global Logistics, translating complex services into seller-facing decisions.

把复杂物流、政策与产品信息，转译成卖家看得懂、愿意继续读、能够行动的内容。

SYSTEM B

Overseas Advertising Operations

A design-driven operational system for overseas platforms, where content assets are produced, tested, and scaled across markets.

以设计为起点，在真实投放中反复验证与复用。

SYSTEM C

Brand & IP Operations

Brand-facing operations where identity, tone, and continuity are built through repeated content structures.

在品牌与 IP 语境中，验证设计如何长期运作。

SYSTEM B

Overseas Advertising Operations

OPERATIONAL DOMAIN · PERFORMANCE SYSTEM

Design as a
scalable variable.

把设计当作可被验证与放大的变量。

OPERATION LOOP

01

Asset Generation

视频 / 视觉 / 多语言模板

02

A/B Testing

素材对照 · 转化验证

03

Market Scaling

多国家 · 多平台同步部署

04

Metrics & Iteration

数据回流 · 设计修正

DEPLOYED ON

TikTok · Instagram · Official Websites

Explore Advertising System
查看海外投放系统

OPERATIONAL DOMAIN · BRAND SYSTEM

Building identity
through repetition.

在持续输出中，让品牌被记住。

CORE MODULES

01

Brand Content System

内容结构 · 语气统一 · 模板化产出

02

IP Character Design

角色设定 · 表情系统 · 延展规则

03

Social Platform Deployment

微信 / 小红书 / 私域内容适配

ACTIVE CASES

Jia Xiao Xiang IP
WeChat Official Account
Xiaohongshu Content System

Explore Brand System
查看品牌与 IP 运营

Structures · Iterations · Continuity

OPERATIONAL DOMAIN · AMAZON LOGISTICS COMMUNICATION

Clarity,
built to move.

让复杂服务信息沿着渠道被理解，也沿着数据继续迭代。

COMMUNICATION LOOP

01

Decode the Service

物流产品 · 政策信息 · 卖家痛点

02

Build the Message

信息架构 · Deck · 视觉层级

03

Adapt by Channel

公众号 · 小红书 · Flyer · 海报 · 邮件

04

Read the Signal

阅读趋势 · 内容表现 · 下一轮选题

ACTIVE CASE

Amazon Global Logistics · China Seller Communication

Explore Amazon Logistics System
查看亚马逊物流内容系统

SYSTEM B · OVERSEAS ADVERTISING

Ctrip
Overseas Advertising
Operations

携程海外广告投放运营系统

A design-led operational system for global platforms, where content assets are produced, tested, and scaled across markets.

这是一个以设计为起点，
在真实海外投放环境中不断被验证、
被放大、被复用的运营系统。

TIKTOK INSTAGRAM FACEBOOK META ADS

A/B TEST CASES

Hypothesis → Result

从假设到真实投放结果

EXPERIMENT DOSSIER · AB-OPS-017

LIVE TRAFFIC · TIKTOK / META

Adjusting information hierarchy can reduce cognitive load and increase click-through intent under price-sensitive traffic.

在价格敏感型流量中，通过重排信息层级降低决策负担，从而提升点击意愿。

Headline visual weight Price anchoring position CTA contrast & proximity Route clarity (Direct vs Transfer)

变量并非风格差异，而是信息优先级与决策路径的调整。

Variant B outperformed in CTR under high-impression conditions.
Price anchoring placed closer to CTA reduced bounce rate.

Winning structure archived as reusable layout logic.

不是选更好看的版本，而是沉淀更有效的表达结构。

A/B Test Variant A
VARIANT A
A/B Test Variant B
VARIANT B

LAYOUT ITERATION

Versioned decisions

每一版都对应一次可解释的设计决策

VERSION 01

Baseline structure for platform readability.

先建立“能跑”的结构。

CHANGES

  • Clear headline + price block
  • Reduced visual noise
  • CTA placed in thumb zone
Layout Version 01 V01

CHANGES

  • Clear headline + price block
  • Reduced visual noise
  • CTA placed in thumb zone

VERSION 02

Improved hierarchy to surface key incentives.

把“卖点”放在第一眼。

CHANGES

  • Rebalanced type scale
  • More contrast between info layers
  • Visual anchor strengthened
Layout Version 02 V02

CHANGES

  • Rebalanced type scale
  • More contrast between info layers
  • Visual anchor strengthened

VERSION 03

Template-ready layout for multi-market scaling.

变成可批量生产的版式系统。

CHANGES

  • Reusable component slots
  • Safe areas defined
  • Batch export consistency
Layout Version 03 V03

CHANGES

  • Reusable component slots
  • Safe areas defined
  • Batch export consistency

SHORT VIDEO ADS

Built for algorithmic attention

为算法信息流中的短时注意力而设计

Short-form creatives designed to capture attention, optimize retention, and convert intent within algorithm-driven feeds.

在算法推荐流中，被设计来抓住注意力、延长停留并推动转化的短视频广告。

GOAL

Capture attention within 1.5 seconds and keep clarity under fast scroll.

第一秒决定生死。

STRUCTURE

Hook → Proof → Offer → CTA

不是剧情片，是投放结构。

PLACEMENTS

TikTok / Instagram Reels / Facebook Feed

同一素材，不同版位策略不同。

DATA REVIEW · LIVE TRAFFIC · SANITIZED

Performance signals → Design actions

把投放信号转化为下一轮设计动作

Turning noisy performance data into repeatable design decisions.

We don't optimize by intuition, but by observed behavioral signals.

数据不是结论，设计才是回应。

Observed signals

CTR uplift after hierarchy adjustment

Lower bounce rate when price appears earlier

Clear route distinction improves decision speed

How we read the data

Signals were extracted from anonymized, high-volume traffic.

We focus on directional patterns, not absolute values.

Patterns over numbers. Structure over metrics.

Detailed metrics intentionally abstracted.

SIGNAL DETECTED

CTR uplift after hierarchy adjustment.

Observed consistently under high-impression delivery.

WHAT IT SUGGESTS

Users respond more decisively when pricing and route clarity surface earlier in the frame.

Reducing cognitive load increases click intent under price-sensitive traffic.

DESIGN ACTION TAKEN

  • Reordered headline and price hierarchy
  • Anchored price closer to primary CTA
  • Standardized winning layout across regions

RESULT

The winning structure was locked into reusable creative templates.

数据不是结论，设计才是回应。

FINAL DELIVERABLES

Scaled creatives
across regions.

在不同国家与区域中规模化落地

最终落地的投放物料，被部署在不同国家与市场。

Deliverable 1
Deliverable 2
Deliverable 3
Deliverable 4
Deliverable 5
Deliverable 6
Deliverable 7

Design is not an output.
It is an operational system.

设计不是产出，是一套可运行的机制。

SYSTEM C / OPERATION · 品牌运营
JIAHUI · SOCIAL CONTENT / 嘉会内容系统

Jiahui Recruiting Ops, Built from Zero

从零搭建嘉会招聘内容运营系统

No verification. No paid traffic. Only content, design, and a conversion loop that held.

全程自主运营 · 无认证无经费 · 自然流量 · 创意驱动

An IP that felt human, and a channel that earned trust before it earned traffic.

先建立值得信任的角色与内容渠道，再谈流量增长。

从 0 到 1 起号，用亲和力与真实内容建立信任。

Open Field Note
Account showcase

Account launch from zero

账号从零启动

Account growth

Growth through authentic content

通过真实内容实现增长

Field Note: Building Trust First

Starting from zero meant no verification badge, no paid promotion budget. The only leverage was content quality and design consistency. We built the IP character "Jia Xiao Xiang" not as a mascot, but as a friendly anchor that made medical recruitment feel approachable.

从零开始意味着没有认证标识，没有付费推广预算。唯一的杠杆是内容质量和设计一致性。我们构建 IP 角色“嘉小象”不是作为吉祥物，而是作为友好的锚点，让医疗招聘变得可接近。

Create. Distribute. Test. Iterate. Convert.

生产、分发、验证、迭代，最后形成转化闭环。

Design wasn't decoration, it was a variable we could scale.

Create Assets Distribute Test & Iterate Convert & Close
01

Create Assets

Template-driven production for consistency

Posters, covers, long-form graphics. Each asset follows a defined structure: hierarchy, CTA placement, visual rhythm.

02

Distribute

Channel-specific adaptation

WeChat for depth, Xiaohongshu for entry. Same content, different density and reading path.

03

Test & Iterate

24-72h performance window

Track engagement quality over vanity metrics. DM questions become new topics. Headlines and CTAs get refined.

04

Convert & Close

Lower friction, higher intent

DM + screenshot submission. Qualified candidates. Overseas talent. The loop closes with real hires.

IP is not an icon. It's a behavioral interface.

IP 不只是图标，而是承载语气、反馈与信任的行为界面。

I designed "Jia Xiao Xiang" as a character system that people can recognize, feel, and act on - across static assets, expressions, and real-world touchpoints.

Tools: Photoshop / Illustrator / After Effects / Canva / Figma

嘉小象不是装饰图标，而是会参与沟通的「行为界面」。

Character as Interface

Jia Xiao Xiang is not designed as a decorative mascot.

It functions as a stable interface layer within the recruiting system - a recognizable presence that carries tone, trust, and behavioral cues across touchpoints.

Through static definition, multi-angle reference, and role-based variations (care, work, guidance), the character establishes continuity between brand intention and user perception.

Character 3-view

3-View Model

三视图

Character static

Character Identity

角色身份

Heart expression

Care Expression

关爱表达

Workday outfit

Workday Variant

工作装变体

Emotional States as Feedback

Expressions are treated as a lightweight feedback system.

Instead of explicit UI messages, emotional cues communicate status, intent, and atmosphere during recruiting interactions.

Each expression maps to a moment: curiosity, reassurance, hesitation, encouragement - allowing communication to feel human without becoming intrusive.

Expression emoji sheet

Expression System

表情系统

From Screen to Physical Presence

Instead of adding more motion on screen, the character extends into the physical world.

The plush form acts as a tangible anchor - reinforcing familiarity, reducing distance, and transforming a digital recruiting identity into something approachable and real.

Physical plush 1

Physical Extension

实体延伸

Physical plush 2

Real-World Anchor

现实锚点

Physical plush 3

Tangible Presence

可触存在

WeChat as an information library. Xiaohongshu as an entry point with personality.

公众号负责完整解释，小红书负责建立第一印象与进入理由。

Posters as fast "decision scaffolds" for scanning and acting.

WeChat OA · Information Layer / 公众号信息层

Designed for authority, not attention.

为专业可信而设计，不只争夺注意力。

Long-form structure, professional tone, and complete explanations build trust through clarity and consistency.

WECHAT OA

Information Library

完整、可查找的公众号信息资料库

WeChat OA WeChat OA
Headline
CTA
QR
Hierarchy
Spacing
XIAOHONGSHU

Entry Point with Personality

带有人格感的小红书内容入口

Xiaohongshu · Entry Layer / 小红书入口层

Emotion earns the first click.

情绪与场景先赢得第一次点击。

Scene-based storytelling and personality-driven visuals lower the barrier of entry before intent forms.

Xiaohongshu
Xiaohongshu
FIELD OPERATION

From Entry to Action.

从线上内容入口，走到真实参与行动。

An offline campaign built to turn online trust into real participation.

Offline Campaign

Designed and executed an offline recruitment campaign
to validate whether the IP-driven trust could move people
from screen to scene.

Planning · Visual Design · On-site Execution
策划 · 视觉设计 · 现场执行
Offline Campaign
Offline Campaign
Offline Campaign
Offline Campaign
Offline Campaign
Offline Campaign

Poster Gallery

海报与渠道视觉归档

Not "I did it". I can show the whole chain.

不只展示结果，也展示内容如何抵达、互动并产生转化。

0
inbound messages收到咨询
0
resumes received收到简历
0
candidates successfully recommended成功推荐候选人
0
hires completed完成入职
Account data

Reach trend: 24-72h growth slope matters more than peak.

Account data

Engagement quality: saves & shares > likes.

Account data

DM & consultation: questions form new topics.

Account data

Conversion: shorter path = more stable results.

Delivery data

Conversion proof: content-driven resume submissions.

Inbound resumes via content channel, with lower friction and higher intent.

内容驱动带来真实投递与高质量转化闭环。

Delivery data
Delivery Data
Delivery detail
Evidence 01
Delivery detail
Evidence 02

Inbound resumes via content channel

Reduced friction: DM + screenshot submission

Qualified talent & overseas candidates

Operations is not a strategy you announce.
It is a tone people recognize before they decide to stay.

运营不是宣布出来的策略，而是用户在决定留下前已经感受到的稳定语气。

What matters is not how loud it launches, but how steady it remains.

重要的不是启动时的声量，而是持续时的稳定。

SYSTEM A · AMAZON GLOBAL LOGISTICS

Clarity,built to move.

让复杂物流信息更清晰，也让内容真正推动理解与行动。

A design-led communication system for cross-border logistics — turning services, policies and operational detail into seller-facing content that can be understood, compared and acted on. 一套面向跨境卖家的设计驱动型沟通系统：把服务、政策与运营细节，转化为可理解、可比较、可执行的内容。

Information Design信息设计 Seller Education卖家教育 Cross-channel Adaptation跨渠道适配 Content Review内容复盘
Signal / Decode

01 · THE COMMUNICATION PROBLEM

Complex service.
Short attention.

复杂的服务，有限的注意力
A seller does not need more logistics terminology. They need a decision path. AGL communication crosses product capabilities, customs and compliance, shipping routes, FBA/AWD relationships, cost and timing. My role was to transform that density into a hierarchy that works across decks, public-account articles, Xiaohongshu, email and flyers. The visual language changes by channel; the decision logic stays consistent. 卖家需要的不是更多物流术语，而是一条清晰的决策路径。我的工作是把产品能力、政策、路线与时效重新组织成跨渠道可复用的信息层级。
01 / DECODE

Find the seller question

Separate product facts, policy constraints and action-critical details before designing.

先找到卖家真正需要回答的问题。
02 / STRUCTURE

Build the reading path

Move from pain point to service, evidence, process and CTA without flattening the business logic.

从痛点、服务到证据与行动，搭建阅读顺序。
03 / ADAPT

Change by channel

Decks explain systems; social covers win the first click; long-form content earns trust.

不同渠道改变表达密度，但不改变核心逻辑。
04 / REVIEW

Read the signal

Use reach, reading and topic performance to decide what should be clarified next.

用阅读与选题表现决定下一轮解释重点。

02 · LONG-FORM EDM AS INFORMATION ARCHITECTURE

From service facts
to two EDM storylines.

从路线事实到卖家能理解的完整故事

Instead of presenting four isolated crops, this view compares two complete Amazon Ship to AWD EDMs. Each long visual is split into four reading segments so the hierarchy can be read as a production decision: hook, explanation, benefit conversion and final action. EDM 不是装饰过的页面集合，而是一连串决策：先建立服务认知，再说明覆盖范围、核心价值与下一步行动。

AShip to AWD / Benefits EDM
Amazon Ship to AWD EDM A segment 1
A01 / Hook
Amazon Ship to AWD EDM A segment 2
A02 / Service Logic
Amazon Ship to AWD EDM A segment 3
A03 / Offer Ladder
Amazon Ship to AWD EDM A segment 4
A04 / Proof + CTA
BFBA Fee Change / Reminder EDM
Amazon Ship to AWD EDM B segment 1
B01 / Alert
Amazon Ship to AWD EDM B segment 2
B02 / Diagnosis
Amazon Ship to AWD EDM B segment 3
B03 / Incentives
Amazon Ship to AWD EDM B segment 4
B04 / Action

PROCESS AShip to AWD: build desire before asking for action.

  • A01Hero promise. Use a warehouse/forklift scene and oversized "Ship to AWD" headline to anchor the product name before any explanation.
  • A02Service map. Convert AGL, AWD, MCD and fulfillment-center relationships into a left-to-right route diagram so the seller can locate the service in one glance.
  • A03Benefit ladder. Group "no stock pressure, lower cost, efficient operation, flexible shipping" into modular cards, then switch to limited-time rewards to move from rational value to urgency.
  • A04Proof and next step. End with fee comparison, ocean-shipping imagery and QR contact entry so the offer closes with measurable savings and a clear action.

PROCESS BFee-change reminder: turn risk into a recommended solution.

  • B01Alert first. Lead with the fee-change deadline and orange warning system, making the problem impossible to miss for sellers scanning email.
  • B02Before/After diagnosis. Split the rule change into a grey "Before" and clear "After" comparison, then frame the operational risk as inventory precision.
  • B03Solution bridge. Put "optional plan" against "recommended AWD auto-replenishment" so the design does more than warn; it points to the preferred behavior.
  • B04Conversion block. Use three high-contrast benefit cards, seller-platform reminder, QR code and bottom logistics illustration to push consultation and booking.
Amazon AGL communication segment: opening product promise

03 · ONE SYSTEM, DIFFERENT CHANNEL BEHAVIOURS

Same truth.
Different entry points.

同一套信息逻辑，在不同渠道建立不同入口

XIAOHONGSHU · SELLER EDUCATION

Win the first click. Keep the logic.

先赢得第一次点击，再用分屏阅读把逻辑讲完整。

Covers use direct questions and stronger contrast, while content pages slow the pace down. A repeated logo/footer system protects recognition across a series without forcing every topic into the same composition. 封面用直接问题与更强对比建立入口，内容页降低节奏；统一的 Logo 与底栏规范保证系列识别，但不强迫每个主题使用同一版式。

Amazon GWD Shanghai launch Xiaohongshu cover
Launch Cover / Amazon GWD Shanghai小红书封面 / 亚马逊 GWD 上海仓
Amazon GWD Shanghai launch explanation page
Information Page / Amazon Service Benefits内容页 / 亚马逊服务优势

WECHAT OFFICIAL ACCOUNT / 公众号

Authority through reading structure.

通过完整阅读结构建立专业感与可信度。

Long-form articles are designed as a library: title, key answer, process, comparison, evidence and CTA. 公众号与小红书保持为两个独立分类：前者用标题、核心答案、流程、对比、证据与 CTA 完成解释；后者负责首屏吸引与分屏阅读。

GWD 正式开放公众号长图

01 / GWD 正式开放使用

SMP 与 AGL 公众号长图

02 / SMP × AGL 联合内容

AGL 空运服务公众号长图

03 / AGL 空运服务

中国卖家专属论坛公众号长图

04 / 中国卖家专属论坛

全球智能枢纽 GWD 公众号长图

05 / 全球智能枢纽 GWD

Channel archive · 公众号长图内容归档

01 / 05

FLYER · SELLER-FACING EXPLANATION

Compress the service without flattening it.

压缩信息篇幅，但不牺牲服务逻辑。

Flyers keep product value, route information, process and contact details in one complete reading surface. They are separated from posters because the goal is explanation rather than atmosphere. Flyer 在一张完整阅读面中保留产品价值、路线、流程与联系方式；它与海报分开，因为目标是解释，而不是只制造氛围。

Amazon Japanese market AGL service flyer cover
Flyer / Amazon Japanese Market 01亚马逊日本市场单页 01
Amazon Japanese market AGL service flyer information page
Flyer / Amazon Japanese Market 02亚马逊日本市场单页 02

POSTER / 海报 · CAMPAIGN VISIBILITY

One message, one visual anchor.

一张海报只承担一个核心信息锚点。

Posters handle events, internal communication and campaign entry points. The composition becomes more atmospheric, while the core service or action remains identifiable at a glance. 海报承担活动、内部沟通与 campaign 入口；画面可以更有氛围，但核心服务与行动必须一眼可识别。

Amazon Global Selling Summit poster
Poster / Amazon Global Selling Summit亚马逊全球开店跨境峰会
Internal AGL display poster
Poster / Amazon Internal Display亚马逊内部展示海报
Amazon ocean and air shipping campaign poster
Poster / Amazon Ocean & Air Campaign亚马逊海空出运活动海报

EMAIL / 邮件 · REGIONAL COMMUNICATION

Compact when the context is already known.

当语境已经建立，邮件只保留最关键的识别与行动信息。

Email and regional headers rely on faster recognition: service name, route, action and contact arrive before secondary explanation. Language changes; the hierarchy remains stable. 服务名、路线、行动与联系方式优先于补充说明；语言会改变，但信息层级保持稳定。

CPSC e-filing email visual
Email / Amazon Compliance Update亚马逊合规更新邮件视觉
Amazon CPSC eFILING reference email visual
Email / Amazon CPSC eFILING Reference亚马逊 CPSC eFILING Reference 邮件视觉
Vietnamese AGL regional communication visual
Regional / Amazon Vietnamese Market亚马逊越南市场区域沟通

04 · CONTENT REVIEW

Evidence,
not decoration.

数据是复盘依据，不是装饰性数字

These are account-level content signals from the internship period, used as review context rather than claimed as the result of a single design. They show what people opened, which topics travelled, and where the next explanation should begin. 这些是实习周期内的账号级内容信号，用于判断读者打开了什么、哪些主题更容易传播，以及后续解释可以沿着哪些问题继续展开；不把它们冒充为单张设计的个人业绩。

124,652 cumulative reads实习周期累计阅读记录
36,490 reads in the latest 30 days最近 30 天阅读记录
1,640 reads on the selected content snapshot所选内容快照阅读量
Amazon content three-month reading trend

05 · SELECTED OUTPUTS

A controlled archive.

精选归档，不把页面变成无尽瀑布流

A short horizontal rail keeps additional work available without turning the whole case into an endless waterfall.横向滑轨保留更多作品，也让案例叙事维持轻重与节奏。

5H inspection seller education cover
5H inspection explainer5H 查验解释封面Social / 社媒
5H inspection information page
Core information page核心信息内容页Education / 教育
9810 customs process Xiaohongshu design
9810 customs process9810 报关流程Process / 流程
Prime Day preparation content design
Prime Day preparationPrime Day 备货内容Campaign / 活动
Amazon global selling summit poster
Amazon Global Selling Summit亚马逊全球开店跨境峰会Event / 活动

SYSTEM A · CLOSING NOTE

Good operational design makes complexity feel navigable.

好的运营，会让复杂信息变得可以理解、可以前进。

The output is not a single poster or post. It is a repeatable way to understand a service, choose the right message, adapt it to the channel, and learn from what readers actually do. 最终产出不是某一张海报或推文，而是一套可复用的方法：理解服务、选择信息、适配渠道，并从真实阅读行为中继续学习。

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NAVIGATION / 页面导航

This is where one operation ends, and another structure begins.

一个运营案例在这里结束，下一套结构从这里开始。

Continue to other works or systems. / 继续查看其他作品与系统。

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