AliExpress' coach marks for mobile feature

March 13, 2017
Mobile apps

AliExpress is one of the world's largest online retailers for discount products. Aware that their core audience cares more about getting a good price than shopping for a specific brand, the retailer introduced an app feature that allows users to search for products they like through an image search.

Why this is really good UX:

  • AliExpress waits to introduce users to their image-search feature when they're taking a similar action in the app (i.e. doing a regular search). This is a great way to introduce users to a new feature and get more engagement out of it.
  • The coach marks given in the first modal inform users on how to interact with the UI, letting them know that the camera icon is, in fact, a search mode.
  • The second modal appears inside the camera mode and gives a quick visual guide on what users can expect to see happen once they snap a photo.