MENGQI YANG 2017-2018 Portfolio Collection my2515@columbia
Content
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Sharer
Trick Optical Illusion
Unisell
Luckin Coffee
Other Works
UX Design
Interavtive Installations
UX Design
UX +Business Plan
Background Research Why 'Social'is not only the privilege of modern youth, but also the needs of the elderly.
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4 According to QuestMobile, “the silver hairs , who are over the age of 50, have been on the Internet for the last six months of the year for about 109 hours, on average, rising 28.5%. 40.1% of respondents attach great importance to Productive Aging, and 26.1% focus on keeping up with the Internet era.
Sharer
1 A declining birth rate and extending average life span has led to an aging population spanning.
Source:National Bureau of Statistics
How
Source:National Bureau of Statistics Minutes
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IM
News
Short Videos
E-books
Games
Online Videos
Browser
Karaoke
Shop
Fitness
Download
Music
Mobile time spending variations on key industries by “the silver hairs�.
3 In 2017, there were more than 70 million Chinese Internet users over the age of 50, accounting for more than 10 percent of the total 772 million Internet users
Finding and displaying spiritual social products has become one of the core appeals of middle-aged and elderly users.
The traditional concept of oldage care has changed.When describing the ideal life of old age, the companionship of the child is still what most people want, but self-awareness and autonomy begin to take a certain proportion.
User Interview
Design Challenge
“Being well into middle-age who else hasn’t a hobby? Painting, is a literary and an interesting thing to me” “Surfing the Internet is too difficult for me to learn by myself” —Uncle Zheng, 65 years old. Professor
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“Trust is an issue… You have to be aware” “I want to realize my teenage dream of broadcasting weather forecast on TV after retirement” —M .Yang, 60 years old. Veteran
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“I wonder the life experience of the elderly people. The feeling of aging What do they miss and regret” —Miss Qiu, 25 years old. Architect
Persona Aunt Zhang Retired Housewife
Camille Landscape Designer
Age 55 Interest Painting Dacing Calligraphy Skill Sewing Houseworking Weeding Cooking
Need In the park, I can edit and share my photos and paintings at will, and I can also print them out with music. But the my old friends always could not be gathered together in the park, sometimes they would not go when things at home interrupted them
Age 23 Interest Talk to the elderly about the real side of history and the modern world.They are the direct experiencers and witnesses of many important events in Chinese modern history. Skill Painting Electric device operation Photography
Need I want to take part in an activity with an older person to share different life stories in twenty-year-old age. The most precious value of the elderly is their life experience. What is difficult is to find the elderly who have life experience and social experience,whose cultural quality is guaranteed
Design Goal
After retirement, their social status gradually decreases. "emptiness, loneliness and cold" are coming to them. Social products have become one of the core appeals of middle-aged and elderly users.
In addition to maintaining relationships, middle-aged and elderly people also need space to find and show their spiritual world in social interaction
Although there are popular platforms such as WeChat and TikTok, they are different from young people in terms of Internet habits, interests and costs.
Older people still need a vertical platform that fits their own habits
Although old people have few friends, but few and fine, they retain the core friends, reduce the ordinary friends.
Middle-aged and elderly people need to find a platform to find and make like-minded friends
College students who have gained skills in any level actively want to feel more engaged and build network and experience,save time and money
A platform that provides students-to-elderly people collaborations by learning or exchange skills
User Journey
Accept the Order
SMS/Phone
Deal
Flow Chart
Code
Wireframe
To ensure the safety of registers, Unisell always keeps in mind to ensure online and offline security.
Information Architecture
Prototype
02 Trick Optical Illusion Teamwork
Context
Inspiration from the space
Research&Analysis Inspiration
Large Visual Spaces
Brainstorm Large Image
Close Distance
Visual Design
Low Speed
Wide Range
Small Visual Spaces High Speed
Cool Tone
WarmToned
Small Image
Thick Line
Higher Purity
Lower Purity
Fine Line
Interactive Process
Exploration
Walking Route Mapping Area Interactive Area Equipment Area
Prototype
Final Show video: https://vimeo.com/300433353 1
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Coding
Screenshots of TD files
Background With tuition fees rising faster than most international student’s income,more and more overseas students are used to buying secondhand furniture,cars,text books,and even clothes to reduce expenditure.However, the user experience,the act of finding affordable secondary goods or selling idle items,has always been awful.
03 Unisell Teamwork
New to city,life expenses are too high
How about buy second-hand stuff?
Check listings and city portal websites.Feel confused about the information reality and transaction safety
Meanwhile review history information through loads of irrelevant information in all available SNS group.
Finally find a useful message from mass information:a perfect second-hand bed on campus and contact the potential seller
Being told that the bed has been sold 2 weeks ago.Many unpredictable incidents came up during transaction.
Context The number of users of second-hand and idle trading industry approached 40 million by the end of 2017. At the same time, the growth rate of user scale in the same period exceeds the overall growth rate of mobile Internet. It is estimated that the user scale will reach 80 million in 2020, and the user scale will continue to grow steadily before 2020. Source �Second-hand transaction industry observation" issued by the QuestMobile Q1 report of 2018 of kutu research institute
Source:QuestMobile TRUTH Database September 2017
Research
User Research
Competitive Product Research
Survey
According to user survey and interviews, there are four platforms or products as Unisell’s competitors.
How did you find your seller last time?
I conducted user survey by using questionnaire form to find out who the target users are and their experience of goods search,offline meeting,and finish the deal,and I finally got 50 responses.
Note Each color represents a interviewee respectively.
How did you find secondary goods last time?
12% Portal Websites
8% Friends’ recommendation
40% Craigslist or similar platforms 60% I knew him/her
8% Online Social Networks 8% Other
20% Used goods websites
8% Online posts,Facebook/ Wechat group
4% Never
20% Friends’ Recommendation
8%
4% only buy brand new stuff
Other
Research result card sorting analysis Conclusion
Competitors’ User Flows · From the chart,I found that 40% of them found secondary goods on online discussion forum or similar platforms. · They would want people who they know and trust to make the deal which makes students feel relieved to some extent. · They used to search on a classified one-stop web portal with service for sale. · The SNS students groups always need a student UNI or friends’ recommendation to join in.
User Journey Map
Interview&Personas I conducted 8 interviews to help identify the key audience and came up with two personas.My goal for creating these personas was to build an empathy for our users,which lays the foundation for building the product completely focused on solving users’ pain points.
User Goals
Charlotte
Jasmine
Age: 23 Work: Senior undergraduate student in Canada Location: Alberta,Canada Character: Social butterfly
Age: 20 Work: One year visiting student in the US Location: New York Character: Polite and friendly
“If there is any in convenience, someone will stand you up”
Process
Problems
“Once I took the pot and walked a few blocks, which was little in convenient” Experience
Ideas Opportunities
Pain Points
Primary Task
1.Increasing demands of 2nd-hand stuff transfer are not satisfied
1.Smooth the contradiction of sellers want to upload information efficiently VS Buyers want to know more details about goods.
2.Lack of trust between buyers&sellers. Charlotte has been a overseas international student for a while.Few years ago she always bought secondary goods from senior students.But nowadys,with experienced overseas life,she always made adequate preparation when she went home to China and bring enough stuff back to Canada Charlotte almost only sell stuff to others.She does not mind add many contacts,but she need the potential buyer ensure their credit.
As it is the first time for her to go abroad for a long time, Jasmine needs to prepare quite a few necessities of life,such as a Chinese frying pan,an electric rice cooker,a hair dryer,and so on……Jasmine usually go to college on foot.She perfer to buy secondary goods on campus or in the neighborhood so that she does not need to walk for a long distance.She hates look through massive information on Wechat group because there aren’t any filter functions and she has to take a long time to search.
3.Current transfer platform (FB, wechat, douban, craigslist, etc.)mostly based on traditional social media which are full of massive irrelevant information
2.Increase the trust between sellers and buyers by Establish a social network on campus to facilitate second-hand transactions and meet new friends. 3.Build a third party qualification platform with a guranteed transaction environment.
Information Structure
UI Design Color Palette HEX: #F64747
HEX: #2B0000
Search goods
Low-Fi&Paper Prototype I quickly produced the paper prototype and test broad concept.From finding a used good,then see people who also has a willing to make a deal and request connection.
Typography HEX: #F22512
HEX: #B11030
HEX:#C02425→ #F0CB35
Near current location
Aa
Aa
Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789.!@#$%^&*()
Potential Sellers list
Seller Profile
Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789.!@#$%^&*()
Seller Search Filter
Background In recent years, the potential of China's coffee market has been released, and coffee has gradually entered the daily life of office workers, especially young people. Luckin Coffee is a chain of coffee shops in China. Most of its outlets are small booths that fill online orders for pickup or delivery. It is considered to be a competitor to Starbucks in China.After some research on the background of coffee industry and the design and operation of Luckin coffee products, we focus on one of the main target groups of Luckin Coffee -- office workers.
04 Teamwork
Luckin Coffee APP Redesign Professional Work UX+Business Plan
In Luckin Coffeee redesign project, I try to maintain the original concise and professional user interface design style, and introduce a new business model—coffee , provides Luckin Coffee new user growth possibilities.By December 2018 most suggestions had been reviewed and adopted by L inhouse workshop
Storyboard Today's young people have a colorful life after work, but going to work in the morning has become a burden.Drinking a cup of fragrant, refreshing coffee is the normal behavior of many people in the morning. However, a cup of coffee every day is really quite luxurious for many people.
User Research Online Survey
Competitive Analysis Interview The research work started with white-collars and students live in Tier 1 /Tier 2 cities in China , totally 15 people.
We did an online survey on Wechat about people’s view about coffee drinking behavior and consumption. Learning the status of Lunckin coffee in our target users.
Result Frequency 3-5 times/week Average individual consumption 20-30 Behaviour Refresh themselves, Enjoy Special aroma, No obvious difference in flavour preference Brand Offline
Luckin coffee is slightly cheaper than competing products, but it is located in an office building, closer to a white-collar worker, and offers a more convenient take-out service. In order to cultivate consumers, ruixing also carried out a series of promotional activities, but only on its own app.
Online
Persona Need He often needs coffee to wake him up. He wants to buy coffee with a reasonable price.Far from the cafe,he expects more brands offer delivery service.
Need When I am busy at work, I need cafe to provide takeout service and expect the take out to arrive as soon as possible in order to ensure a good taste.
Problem There are too few kinds of delivery coffee, which are inconsistent with offline stores, only a few are simple
Age:24
Problem Favorite coffee shops don't offer take-out service officially. The coffee shops that offer take-out service have a mediocre taste
Age:31
Preferred brand:
Pain Point Inconvenient for white collars to buy coffee with high cost performance: 1.There are too few/far offline shops and always need to wait behind long queues
Preferred brand: Graduate student Major in Engineering
Coffee lover Senior designer in a foreign firm
2. Less online delivery services and great difficulty in delivery
Concept of Coffee Plan
Current User Journey
As a subscription plan, the coffee plan offers 3 monthly plan and a half-year plan for different levels of coffee lovers, based on current Luckin coffee prices.It is hoped that the coffee plan can meet the demand of Luckin’s target customer -- office white-collar workers.Reduce deal payment, increase purchasing frequency, increase user stickiness and achieve user growth on the basis of ensuring profitability.
Storyboard
Features 1. Provide weekly and monthly coffee package plan for office workers who have the habit of purchasing coffee, and pick it up at the store to increase user stickiness and improve coffee production efficiency.
Wireframe Coffee Plan Other suggestions in details 1.Add on map function on homepage. 2.Add on a new function:Check deliver area on map and the corresponding store information. 3.Add on a directly check out button on homepage for the convenience of regular customer. 4.Add larger scale map interface on store page and add “head to it”function to positioning and navigation
2. Stipulate that you can choose any number of cups of coffee per month. To control the cost, make some restrictions according to the ordering habits of users (for example, 10 cups of coffee per month must be included in a certain package, including at least five lattes). 3. Add the function of setting book and pick up meal time, and remind users who participate in the coffee plan what time to pick up a meal in the store by SMS on that day 4. Provide the function of giving away and sharing the coffee that is inexhaustible in the month in the package, combine coffee with social contact, encourage users to share to the circle of friends, and improve the conversion rate.
Data Analysis
Prototype Homepage
Simplified cost model:Whether the user growth speed of luckin coffee can catch up with the current speed of burning money
Coffee Plan
Price
Estimate average sales of a single store per day Source:Jiguang Big Data
Amount(RMB) Amount(RMB)
Luckin APP DAU
Luckin APP Penetration
Total Income Total cost=fixed cost +variable income Break-even point Fixed cost
Sales in one single store(Cups) Through the table, a single store data of Luckin coffee can be estimated
As can be seen from the figure above, the break-even point of a single store is 253.4 cups per day
The fixed cost is about 1772 RMB/day The variable cost per unit of coffee beverage sold is about 7 RMB
DAU represents the number of active users. Considering that users who open the app (i.e. active users) have a high probability of consumption, and DAU values are used to estimate the daily sales data of a single store. The formula is as follows:
Average daily sales per store =DAU* proportion of orders placed by active users * number of cups per order/number of stores
If the single-store sales of Luckin Coffee continue to grow, in a few months time, it could theoretically be profitable even at current prices
Amount(RMB)
Sales range in one single store(Cups)
Total Income Total cost=fixed cost +variable income
Break-even point
Fixed cost According to the table, the average daily sales volume of ruixing coffee shop is 125~270 cups.
Sales in one single store(Cups)
Whether Luckin raises product pricing in the future or not, it will provide new growth opportunities for the company
My plan
What if I didn’t consume up the coffee plan?
Confirm the order
Order Detail
Other work Handmade silk soap paper handkerchief with Oriental aesthetics
Silk cutting— pattern creation (printing)—>soap dressing—>drying/packing