Project
Startup Project
Duration
Dec.2022-Feb.2023
My Role
Product Designer
Team
Founder, 2 designers and 1 engineer
About Etcheve
Community Focused
Advantage of web 3
Novice artists can create communal relations and collaborations in their early career, benefiting the platform’s user base and growth.
Web 3 technology allows creators to manage their earnings independently, free from the complex policies.
Understand the Context
As an art curator, the founder of Etcheve recognized the potential of Web3 and NFTs in promoting art. Consequently, she established the NFT platform 'Etcheve' with the goals of introducing NFTs to interested artists and encouraging them to cultivate their own fan communities.
Usability Testing & Interview
During the research process, I conducted usability testing with 20+ target users who have different level of knowledge with NFT and interviewed them with focused questions.
of users have difficulties completing the flow
users spend more than 3 mins to figure out next step
#1 Usability Issue
Hard to understand NFT technical terms and input fields
To publish NFTs, users must go through a 3 steps with detailed technical terms
and options to fill in. This process overwhelms first-time users.
#2 Usability Issue
Menu doesn’t allow users to find what they expected
Features like NFT and deploy is not mandatory for completing the NFT creation flow and
require users to spend extra time to explore.
#3 Usability Issue
Users are confused about what to do next
The main creation widget is not clear on next steps and giving
poor audience and motivation.
Design Exploration
1. Less steps and technical terms
Initially it takes 4 steps to fill out the information fields to complete the flow, now
I simplified it to 2 steps and leave the advanced settings as optional.
2. Restructured the menu to group similar features together
Grouped similar features together so players can easily find them.
3. Added FTUE tips to onboard users with clear guidance
An action- driven tooltips is present throughout the process to ensure the first time users can
comprehend the terms and make mindful decisions.
User Test and Iteration
I shared the design with Etcheve’s stakeholders and tested the prototype with them. Hence, I did another round of user testing to gather general feedback and iterated based on that,
Visual Design
As 1 of the 2 designers on the team, I have to wear different hats to do visual design as well. I redefined the brand attributes with stakeholders and contributed to the creation of Etcheve’s own design system.
Brand Attribute
Final Design
In the implementation process, I’ve also worked with developers
to ensure the design is implemented in the right and feasible way.
more users completed the NFT creation flow
more NFT pieces are created per day
Within one mount after launch of the new creation flow, we received a lot of qualitative and quantitate feedback to prove that the design is successful in motivating users to upload NFTs more often and easier than before.

We optimized the AR Try-on feature for Cartier e-commerce applet on WeChat, so aiming for a more comprehensible and flexible virtual shopping experience.

Project

Client Project

Duration

Jan-March 2022

My Role

UX research and UX design

Team

2 UX, 1 Manager ,1 engineer

It’s hard to decide whether you should go to retail or e-commerce for luxury goods.
Retail Store
E-commerce
Fascinated by the luxurious and authentic experience
Delighted about the convienience and flexibility
But what if you have both luxurious
experience and convenience?

Solution 01:

Step-by-step AR Try-on path starts from the homepage
Users can access AR Try-on feature from the hompage through a linear process. Instead of exploring which item has AR Try-on, users will select all available products and start the virtual simulation.

Solution 02:

Try on multiple items from multiple series

With the new try-on mode, users now have the options to put on multiple items from various series. In addition, if users want a more clear and close-up look of the item, they can always switch back to single try-on mode.

Solution 03

Onboarding animation reducing users' learning curve

Before interaction, an onboarding animation will instruct users what they can do and how will they able to interact with the items.
Bonus Features
Other than the major changes, we also revamped some features to provide a smoother AR Try-on experience for the users.
Share pictures of favorite try-on combosto your friends
3D presentation for users to spectate the details
History of tried items to go back to anytime
Meeting stakeholders

Research:

With client’s visions and goals, we gathered 11 Cartier regulars to walk through interviews & usability tests. Aims to empathize the users’ insights towards the feature and also discover the problems that preventing AR Try-on to reach its expectation.

The test mainly focus on the entrance to the AR Try-on, the try-on experience and the interaction with the try-on platform. After starring the most voiced concerns, we concluded 3 key painpoints of the current flow.
So...

How might we ensure users to experience Cartier AR Try-On on a clear path, and have the flexibility to interact with various Cartier categories?

Design Explorations:

User Flow

Along with the research data, we brainstormed and revamped the user flow of current users' flow. Distinct from the original path, the new flow allows users to enter AR Try-on from the homepage. After selecting all the items that enable to AR Try-on, users can interact with an highly flexible try-on page.

Wireframe:

Once we clarified the structure, we advanced to validate our new flows and ideas with layout designs.

Design system:

Branding and marketing are one of the core strategies and values of Cartier, so our team continued the design guidline through our creation.

Design Iterations:

We engaged with the design based on the client's needs and users' feedbacks through 4 major iterations.

Feedback

After showing the our final design, we received very positive feedback. Now Catier is pitching the following features to the stakeholders:

[Key vision image (KVI)] to enter the newest series of product with AR try-on
[Embedded 3D View] to examine the details of the selected products
[Smoother proccess)] to switch between multiple and single product

Reflection

This is one of the few projects that I have to work around a well-developed design system and brand value, which gave me an enlightenment on being consistent as a designer. Designing with consistency allows me to facilitate my workflow and provide the users a sense of familiarity and relatability. More importantly, an tremendous promotion and enhancement of the brand value and impression.

CreatorMatcher

A platform to bridge the gap between small business owners and creators.

Timeline
My Role
Deliverables

13 weeks, April-June, 2022, group project
UX designer/ researcher
User research, Usability test design, Wireframe, Low/Hi-fi prototypes, Product mockup

Introduction:
“People do not buy goods and services. They buy relations, stories and magic”                                                                                                               ––– Seth Godin
We are stepping into the golden era of creator marketing. In recent years, the collaboration between brands and creators has become stronger, more diverse and more purposeful.
Influencer marketing has been all the rage lately because creators build strong relationships with their audiences. That way, when they talk about a new exciting products, their audience listens. Collaborating with creators help the businesses to not only raise their brand awareness, but also win trust from the customers.

However, it is not easy for small businesses to collaborate with creators. Most creator marketing platforms primarily promote creators with large followings. Rather than paying high price for famous influencers, small businesses hope to collaborate with micro-influencers through alternative methods, e.g., seeding or discount codes. Further, small businesses are often still at exploration stage, which means they might not have a clear marketing plan and don’t know how to collaborate with creators.

We would like to help these small businesses. Thus we ask ourselves :
Skip Ahead?
Click here to see the solutions or keep scrolling to witness our journey.
Research:
Desktop Research & Interviews
Through research, we found out about the process of how a business owner typically collaborates with influencers:
We interviewed 9 small-medium business owners from different industries and found out that small business owner share more frustrations at the matching and collaboration, suggesting that the interviewees experienced more problems with finding suitable influencers and successfully reaching collaboration.
User Journey
After narrowing our scope to the first twp stages, we created a user journey map to further map out user pain points.
Insights:
We generated 3 insights based on our researches:

Design system:

We constructed a design system in order to make our design more consistent.
Iterations:
In order to evaluate our initial design conepts, we created a prototype to gather users feedback through usability tesing. Below are the iterative  processes based on the insights we collected:
(Click me if you want to go see how did we come up with the following ideas)
Final Design:

Landing with the “packages” you need

The journey starts off with outstanding examples and personalized statistics from the selected industries of users. The main page includes but is not limited to user’s performance summary on the platform, customized recommendation base on the trends in user’s industry, and three most distinguished creators chosen to be the reference.

Search with your eyes opened

CreatorMatcher aims to support users match with their right creators in no time. With the top creators recommended in the first sight, users will be able to make their decision without confusion. In addition, extendable filters related to successful metrics will help users reach their goals in the most efficient way.

Verify with authentic information

We hope to quickly help the users “get acquainted” with the creators. Besides understanding the creators’ perfomance on social media and their targeted audiences, Creatormatcher pays special attention to creators’ collaboration history to find the users the most reliable partner.

Manage and Maintain long-term relationship

CreatorMatcher supports users by adding influencers to favorite lists, creating new lists, managing influencer status, and tracking collaboration progress. List tools help users easy to take notes of influencers, follow up on the reaching-out status, and maintain the long-term relationship with influencers.

Promote campaigns in just a card

Users are allowed to promote their business through creating a campaign card with all the necessary information highlighted. With the card being exposed to lists of favourite influencers, the process of collaboration will be smooth and effortless

Reach out to success in no time

Ready to reach out to your desired creators? Users can send message to individual influencer through “Contact” button or send group message on campaign page. Add customed campaign card to easily promote your business and stand out among other small business owners.

Reflection & future :
As a b2b project, one of the biggest lesson it teaches me is to prioritize and locate the core needs of your target audience or client. Different types of client want various outcomes while collaborating with influencers. With the guidance of mentor Shian, a former Tiktok UX designer, we were able to narrow down the scope and focuses on the effective areas for small business owners.
Some great future directions to consider:
  • Build a market place for small business owners to post their campaign cards and invite potential qualfied influencers to apply
  • Add in-app messaging to make communication easier
  • Think about a way to track whether the small business has sucessfully reach collaboration with the influencers.
  • Track the ROI for each campaign

Other Projects

Cartier Jewelry Virtual Try-on (Client Project)

CreatorMatcher influencer marketing (Concept Design)

GlyphGate AR Children reading app (Concept Design)

Etcheve NFT Saas Platform (Start-up Project)

A children application to fuse your imagination and reality with AI power
Visualize and create
Highly visualized elements enable lower-grade users to diminish the need for comprehension and simply enjoy the process of creation.
Ai Based
With the aid of AI-generated technology, children's imagination can be transformed into reality almost instantly.
Objectives
As a former educator, I’ve witnessed the possibilities of children’s imagination.In a child's mind, possibilities are limitless, and the world is a tapestry woven from their dreams and curiosities.
However, this raw and unbounded imagination often exists as mere pieces and fragments, which can be challenging to transform into structured creations.
Consequently, the concept of assisting children in learning to craft stories using existing AI technology emerged in my thoughts.
Along with the questions, I conducted secondary researches and informal interviews with 10+ children and their parents,. The primary reasons for children from K-6 having a hard time understanding the concepts of organized creations
To find an appropriate solution, I carried out extensive research on similar products in the market. The idea of merging AI technology, with its potent generative capabilities, and AR simulation, known for its lifelike representation, occurred to me.
For the visual and UI design, I opted for a flat design featuring purple as the primary color to evoke a sense of mystery and magic. Additionally, I employed Midjourney to create images that better match this stylistic theme.
Create your own magical story
Craft story based on basic story elements and AI Tech
AR Simulation
Realistic experience of the story you created
Interact with your story
Multiple ways to interact with your story and characters

Other Projects

Cartier Jewelry Virtual Try-on (Client Project)

CreatorMatcher influencer marketing (Concept Design)

GlyphGate AR Children reading app (Concept Design)

Etcheve NFT Saas Platform (Start-up Project)