My Role
Hired as a UX designer, I played a pivotal role in achieving Product-Market Fit by conducting user research and iteratively refining the product. I led three iterations based on beta testing feedback, culminating in a final round with a 100% user satisfaction rate.
Duration
1yr (2023.2 - 2024.04)
Team
Visual Designer X1
Developer X4
Product Manager X1
Impact
First time as the sole product designer to develop an MVP product from scratch
I led the design and implementation of an MVP, handling user research and UX/UI design. Through iterative alpha and beta testing, I significantly increased the conversion rate and improved our Net Promoter Score (NPS), earning over 300 users in the first week.
Pivoted Product Strategy
Pivoted from club events to local activities based on insights from user interviews and competitive analysis
Nextdoor and Meetup are our direct competitors and there are 6 popular social media as our indirect competitors. Both of them seek to address the challenges of social isolation, limited local connections, and community engagement.
User Interview Insights
Targeting newcomers unfamiliar with local activities.
We organized an online focus group comprising 10 individuals from GenZers to gain insights into the needs of the.
Challenge
Newcomers struggle to build social networks without the support of established local connections
Based on early-stage user research, newcomers are usually restricted by their existing connections while settling in a new city. Imagine if you have to relocate to the Bay Area—think about how challenging it can be to meet new local friends without relying on established local connections.
So How might we...
Explore Nearby Events to Address Young People's Instant Social Needs?
Rapid Prototype
Quickly assessed the usability of Marlo V.1 in a month
I conducted usability tests with 15+ diverse users (influencers, college students, etc.) and derived 5 valuable insights from their feedback.Every test interview lasted approximately 45 minutes, during which we received valuable feedback and made necessary iterations based on it.
Tested the target users with mid-fi prototype and get 3 key revisions.
Revision 1
Empower users for targeted offline social exploration
Allows users to choose their preferred participants and search for users in a specific range, which is more adaptable to temporary social needs.
Revision 2
Online chats build trust, leading to real-life friendships
According to user research and testing feedback, I designed Marlo to facilitate quick offline socialization and foster trust in the short term.
Revision 3
Amplify Interesting Events, Boost Participation
I designed a feature like sharing that enhances the visibility of events, encouraging more users to join and participate.
Rapid Testing Feedback
Users are confused while they are using Marlo at the beginning
I conducted 3 rounds of testing with beta users who are influencers, students, and designers in 2 months with trivial iterations. However, users were still confused while they were using Marlo. Here are the key insights:
Insight 1 Driven Improvement
Enhanced Profile Customization Options
I designed an additional profile feature that is visible to other users, enhancing transparency and fostering online trust.
Insight 2 Driven Improvement
Streamline creating event structure
I redesigned the information architecture and priorities to finish the creation flow in 2 minutes.
Insight 3 Driven Improvement
Lowered Onboarding Effort for Innovative Features
I designed a data visualization feature to show the impact of event spread, giving users real-time feedback on how many people see their shared events.
Design System
Communicating with developers to build a more efficient design system
Based on developers' feedback, I updated Marlo's design system to increase efficiency by adding annotations for important components.
Strategy
Onboard B2B merchants into the platform
I collaborated with PM and Marketing teams to formulate business strategy according to the core concept of Marlo - a communication platform that promotes offline social networking based on location
