VIP SAMPLE SALE: From Concept to 20K+ MAU
VIP SAMPLE SALE is a curated e-commerce platform that simplifies how New Yorkers discover luxury sample sales. I led the end-to-end design and growth strategy, scaling the platform to 20K+ monthly active users, 18K email subscribers within six months.
About
VIP SAMPLE SALE started as a vision to simplify the way fashion enthusiasts access sample sales in New York. The goal was to create a seamless, data-driven e-commerce platform that provides real-time updates on luxury and emerging designer discounts while ensuring an intuitive user experience.
Results & Impact
Shipped in Oct 2024
2006
E-commerce, Fashion
Monthly Active User
20,000+ (2025)
Product Design, Growth Strategy, Web Design, Graphic Design, Social Assets Design
35%
Improved Conversions
20,000+
Monthly User
18,000
Email Subscribers
Project Scope
NYC sample sale culture is vibrant but fragmented — deals spread across emails, flyers, and Facebook groups.
Existing websites were cluttered, slow, and visually outdated.
U.S. shoppers rely on independent websites for trust and authenticity, unlike China’s centralized marketplaces.
Problem Statement
When conceptualizing VIP SAMPLE SALE, I recognized a gap in the market:
❌ Fragmented Sample Sale Information – Fashion lovers had to manually search multiple sources to find deals.
❌ Inconsistent User Experience – Existing sample sale websites were outdated, cluttered, and lacked clear navigation.
❌ Low Engagement – Many platforms lacked personalization and had poor email marketing execution.
❌ No Centralized Shopping Hub – Users couldn’t easily browse or shop, missing out on opportunities.
Product Logic& Market Insight
Market Gap:
In North America, e-commerce lacks “social seeding” mechanisms like Xiaohongshu or WeChat. Shoppers make rational, search-driven purchases on Amazon — but have limited emotional engagement.
Why a Standalone Site?
China (Platform-driven) North America (Brand-driven)
Consumers trust big platforms Consumers trust brand-owned sites
“种草” + 内容转化 Search-based decision
导向性购物逻辑 Discovery-based browsing
集中式供应链 Fragmented local deals
My Insight:
To convert Western shoppers, design must recreate “impulse triggers”— scarcity, exclusivity, and lifestyle cues—through design and UX.
“The goal was to translate China’s ‘种草’ psychology into a Western, independent-site format.”
User Research Insights
Methodology:
User interviews + Behavior tracking
Conclusion: There was a need for an aggregated, easy-to-navigate platform with real-time updates and seamless email notifications.
With these insights, I focused on designing a seamless user experience that prioritized clarity, accessibility, and engagement.
Design Goals
1. Build trust through visual sophistication (luxury tone, clean grid)
Improve conversion & retention via email and analytics-driven iteration.
Design Pillars
Editorial aesthetic (Vogue-inspired layout)
Mobile-first interaction flow
Reusable design system for scalable content updates
Style Guide
Designed a mobile-first approach, optimizing for browsing on the go.
Integrated direct shopping links, enabling users to access discounts instantly.
UI/UX Design
🎨 Color & Typography: Used a sleek, minimalist design to reflect luxury fashion.
🔘 Navigation: Simplified menus with clear CTAs to improve conversion rates.
With these insights, I focused on designing a seamless user experience that prioritized clarity, accessibility, and engagement.
Tracking Performance with Analytics
I used Google Analytics & Hotjar to measure:
Bounce rates – Optimized the homepage layout to reduce exits.
Conversion rates – A/B tested different email signup forms to increase subscribers.
Email Marketing
📩 Created weekly email campaigns with:
Personalized recommendations based on user preferences
Exclusive pre-sale access for subscribers
Urgency triggers (“Limited time – sale ends in 24 hours!”)💡
Results: Increased email open rates from 18% → 42% in 3 months.
Social Media Engagement
Built an Instagram & TikTok presence, regularly posting:
Behind-the-scenes sample sale sneak peeks
Influencer collaborations to drive traffic
User-generated content to foster community engagement
💡 Results: Grew Instagram followers to 5,000+ in 4 months.
“VIP SAMPLE SALE needed a sleek, user-friendly platform to showcase NYC’s top sample sales. The final site exceeded expectations—fast, intuitive, and visually engaging. The SEO strategy boosted visibility, and the email marketing drove strong user engagement. A game-changer for our brand!”
Ellen
Co-founder | Aglaia Media
Next Steps
Looking ahead, I plan to scale VIP SAMPLE SALE by:
🔹 Adding personalized user dashboards for tailored shopping experiences
🔹 Integrating an e-commerce function to directly sell curated sample sale pieces
🔹 Expanding into new cities (LA, Miami）
💡 “This project taught me how to blend UX design with marketing and business strategy. I learned the power of data-driven decisions and the importance of iterating based on user needs.”