UX Content
#UI iteration #microcopy #content effectiveness
This was a rather small project per se, but it served as a critical starting point for me to win trust from the product manager and showcase the impact of content. As part of the app store optimization initiative, I proposed to the PM a simple tweak - managing the expectations of users who had initial intention to review by adding an in-between page that diverges “pleased” and “unhappy” users. (I researched and was particularly inspired by Matt Galligan’s article.) It was first tested on our iPad app and saw positive results shortly and hence rolled out to the mobile app. The result? We got more reviews and suggestions, both in app store and in-app, and our app store rating increased from 4.5 to 4.7. What’s more important, I started to get more invites to the strategic meetings, and more PMs remembered to involve Content from the beginning (also thanks to many other efforts).
I took every chance (and proactively created chances) to advocate and educate stakeholders about user-centered design and to measure the impact of content when I noticed that the content team, as well as the entire UX design often only got pulled to the meetings when decisions were already made; as a result, we lost the opportunity to create the best experience we could have. I united with designers and strived to be a strategic partner for product managers/business teams.
Tap this and without any alert you'll leave the app and jump to app store
Ask a question, identify users' emotions and let them know what's next
Tap this and without any alert you'll leave the app and jump to app store
#user education #promotion #product names
The marketing product team created a new type of coupon to attract customers for a big sale and I was responsible for coming up with a name, all UI content and product education materials. Here shows the education page on web (screenshots).
I was against this creation and tried hard to prevent it, because there were already too many kinds of coupons that confused users - usability tests and data from Customer Service all proved that. I recommended simplifying the existing customer reward programs before hurriedly adding another coupon. Unfortunately, I lost that battle. So even though I scratched my head to explain everything to users as clearly as possible, I wasn’t too pleased with the outcome. On the bright side, I did utter a big voice for the content team and convinced product managers to promise that they would get us involved earlier in the process moving forward.
#content marketing #interactive #design with data #storytelling #user analytics
This was a special multi-screen, interactive pop-up during anniversary celebration that successfully raised DAU.
I co-designed it with the product manager and visual designer. We integrated customer success story (image & texts), big social promotional event recap (video, images), personalized user data (illustrations, titles & badges) and social sharing (call-to-action).
#banners #new user activation #promotion
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Internal Communication/Community Building
#strategy #need-finding #constraints
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How to use stories and smart-data to communicate strategic information and create a sense of community for a 3k+ employees engineering org that spreads across 8 locations? I started with need finding. Through interviewing VPs and Sr. Directors of each sub-team, and a survey across the board, I identified the core concerns and pain points that we could help address. I proposed an internal communication plan consists of multiple channels and content types. Constraints abounded, but I was able to push through and act swiftly. And I kept searching for areas where content can add value.
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Eventbrite page I created
I learned that 6 panelists was a little too much...
Glad that I proposed the idea to color code our hiring managers (by function) with balloons - useful & fun!
Eventbrite page I created
