Tmall App Design Guideline

In 2011, Alibaba Group Chairman and CEO Jack Ma announced Tmall to be an independent business under Alibaba Group. It is a platform for local Chinese and international businesses to sell brand name goods to consumers in mainland China, Hong Kong, Macau and Taiwan.

Up till 2014, it has more than 5 million DAU (Daily Active Users) for the app. At that time, I was an interaction designer in the User Experience Design team for Tmall. We decided to launch a project to unify the design of the mobile app, so that despite of rapid changes and business requirement, all the interaction and visual design are consistent. With this guideline, designers and programmers can cooperate much more efficiently.

This guideline includes Icon, Loading, Tab, Banner, Responsive Rules, Annotation and all other aspects of design. These are part of the document I created with other UX designers in the team in 2014. This project is called MUI3.0 and is an ongoing project even after I left Tmall UED team.


Part I – Icons Design

Part II – Loading States


Part III – Responsive Rules

Part IV – Tab

Part V – Banner

Part VI – Annotation


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