TCL Site Rescue: Full Delivery on Deadline

Client: TCL Electronics Canada
Role: Sr. Design Manager | Appnovation
Platform: Google Looker (formerly Data Studio)
Focus: Sports analytics, data visualization, executive reporting, fan engagement

TCL—one of the world’s largest electronics brands—needed to modernize its Canadian website to improve discoverability and usability across its growing catalog of TVs, soundbars, and smart home devices. The original site was not fully responsive, lacked structured product filtering, and provided a disjointed shopping experience on mobile devices.
This made it difficult for users to quickly browse, compare, and locate the right products—especially during high-traffic promotional periods like Black Friday.

What I did on this project 

I was engaged to lead a full UX/UI overhaul of the TCL Canada website with the goal of:

• Creating a seamless, fully responsive experience across all devices
• Designing an advanced search and filter system for faster product discovery
• Streamlining the product architecture and navigation
• Improving usability for both casual browsers and purchase-ready users

UX Research & Information Architecture

• Audited the existing site structure, user flows, and bounce patterns
• Conducted competitor benchmarking and heuristic evaluations
• Reorganized navigation and product categorization for faster access to TVs, soundbars, and mobile devices

Responsive UI Design

• Redesigned the full site in Figma using a mobile-first, component-based approach
• Ensured high accessibility standards with proper contrast, tap targets, and WCAG-aligned patterns
• Created scalable layouts that adapt across breakpoints—from large 4K monitors to small mobile devices

Advanced Filtering & Search

• Designed an intuitive multi-layered filtering system (by screen size, resolution, features, and smart platform)
• Integrated keyword search with autosuggestions and result tagging
• Worked closely with developers to ensure performance optimization of dynamic filters

Stakeholder Collaboration

• Presented interactive prototypes to TCL Canada’s digital marketing and product teams
• Provided detailed UI specs and redlines for development handoff
• Conducted post-launch usability testing to validate improvements

Impact & results

•  100% responsive experience across all major devices and browsers
•  40% improvement in product findability based on user testing
• Increased user engagement with product pages and “Where to Buy” actions
•  Simplified navigation reduced cognitive load and bounce rate on key landing pages
• Delivered a future-ready platform capable of scaling with TCL’s evolving product lines

• Figma
• Jira
• Confluence
• Canada.ca Design System
• Accessibility Audits | WCAG 2.1 | A11Y Project Checklist
• Journey & Process Mapping
• Agile | Scrum
• Co-Design Workshops & Cohorts