Product Designer

I was a Product designer at DataCafe. DataCafe is a web application which allows Taobao sellers help each others to promote their products. DataCafe aims to create a online communities and tools to help them find the business related partners, send SMS campaign and generate a data analysis report.


We spend a month to do user research, focus group interview, market analysis, user journey, value proposition, create the website, where we are able to present our concept to stakeholders.


After a month of competitor analysis, focus group interview, we started to study the lean UX method and focusing on finding the problems.

What is the problem we want to solve? Who are the customers? What is the target market? What product or service are we building?

In order to increase the convention rate of the landing page, we put a lot of effort into the content that will be shown on the website to our users. The process involved creating the website content, copywriting, branding, typography, style guide, voice&tone, logo, and photography.
Landing page validation

Before building an MVP, we created an A/B test landing page to validate our idea.

It gives us the insight to our product concept on the website, so that we can iterate and test our product’s value proposition, and to see if our product idea is on the right track.

User stories

User stories are part of an agile approach that keeps products user focused, promote cooperation between team members and prevent feature creep and design dead-ends. It is usually included a written sentence or two and, more importantly, a series of conversations about the desired functionality.

Before getting into wireframes I started to create sketches in Axure. If a project so big, it is easier to me to create all the content on a computer then draw and write on paper.
Creating wireframes helped us to analyze and validate software requirements.
Usability test

After our wireframes were created, we decided to do some first one-to-one interviews in which users would be asked to perform a series of tasks.

Through the interview we asked our users to perform the specific task; like create a new SMS campaign, find and add a friend, change your account settings, etc.

In total, we observed 20 attempts to perform the tasks. Of those attempts, 10 were successful and 4 were partially successful. For this particular site, we gave each partial success half a point. In general, 50% credit works well if you have no compelling reasons to give different types of errors, especially high or low scores.

In this example, the success rate was (10+(4*0.5))/24 = 60%.

After a lot of validations, iterations, and feedback we got to the point where out MVP had the necessary user experience that meets the user needs and can, as a developed web platform, provide the functionalities and environment to help users discover and utilize their social data.