intro

Project background

I was one of the core members, including a UXR, a PM, a UX designer, and an iOS engineer, starting the eBay Haitao app project serving Chinese imported shoppers. I carried out a mixed-methods approach and implemented both generative and evaluative studies to help build, test, and launch the eBay Haitao app.

The eBay Haitao app was the New Product Development Team’s second initiative in China after launching the eBay Haitao website and achieving half-a-million-buyer goal in one year. For the business objectives, the app aimed to increase buyer engagement and drive repeat purchases. For the user experience purpose, Chinese consumers favor mobile apps over websites as they seek convenience in their dynamic lifestyles.

In addition to above business and user experience stand points, the product team also used the app to experiment novel ways to engage users. The efforts resulted in a gaming feature, micro-interactions and dynamic browse experiences throughout the app, and a reward program to encourage social sharing.

Methodologies

Design workshop: Ran 3 ideation and 1 synthesis workshops to create and decide concepts.

In-person interview: Conducted 10 interviews in China to gain in-depth user feedback on the concepts.

MaxDiff survey: Co-managed survey execution (N=600) with an agency to evaluate design concepts.

RITE study: Led the core team to conduct Rapid Iterative Testing and Evaluation study in China.

Lab usability testing: Managed a Chinese agency to perform 3 rounds of in-lab usability testing.