Why UX Research?
Back in 2015, as I crossed the threshold of Nielsen Company's Beijing office, an eye-catching splash of colors and words greeted me: "We Study How Shoppers Look, Watch, and Listen for New Products". It was as if that phrase was painted just for me. At that moment, I knew I had found my true passion -
the realm of user and market research.
My goal, through my research, is to sprinkle a little more wonder into the lives of countless consumers, even if it's just a fleeting glimmer amidst their bustling routines.
Professional Experience
#UXR #E-commerce & Retail #Idea Presentation
JD.com, Inc (Organization of Retail), Beijing, China
Apr. 2021-Apr. 2023
UX Researcher&BA, Dept. of Consumer Insight
1. Led UX and Marketing Research Across Diverse Retail Sectors
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Transformed business demands into research objectives, and delivered insightful reports to stakeholders, brand partners, and the development team.
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Explored insights and mindsets through qualitative techniques such as One-on-One interviews, and performed quantitative analysis using surveys and models like NPS, KANO, Regression, and AB Test.
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Led and facilitated Design Thinking Workshops to map the E-commerce peak experience journey, influencing product selection and service designs for scenarios like Gifting, Live Shopping, and Returns. Achieved a notable 16% rise in live stream viewership and an 11% increase in shopping satisfaction across KA stores.
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Partnered with cross-functional teams to convert research insights into actionable strategies, driving a 180% year-over-year sales growth and a 10% increase in user satisfaction for the Home Decor. during the 2022 sale event.
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Vigorously analyzed market trends and tracked user behavior across diverse retail sectors using methodologies like Modified Censydiam and Competitive Assessments.
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Quantified user experience(e.g.NPS) and business KCI (e.g. Return Processing Time) relationship using decision trees and correlation analysis, informing data-driven service design.
2. Product Research, Concept Testing, and Performance Tracking
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Conducted pre-development research for an online shopping assistant product, using interviews and surveys to extract and prioritize user needs. Summarized insights into refined ideas and conducted concept testing for the prototype.
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Designed a Five-Question Evaluation to assess product/campaign performance and extract data-driven insights for future online shopping service design, encompassing factors such as name clarity, effectiveness, and competition.
3. UX Research Methodology Establishment
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Collaborated with the R&D Team and establish a dynamic Dashboard for NPS Surveys to swiftly pinpoint JD Retail’s multidimensional experience issues.
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Developed a User Cognitive Questionnaire Pool to bolster cross-project data comparability and efficiency within the UX department, encompassing consumption habits, shopping preferences, and shopping experiences.
University of Southern California, Los Angeles, USA
Jan. 2019-Apr. 2021
Research Analyst Assistant, Center for Economic and Social Research
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Analyzed diagnostic processes for Alzheimer's disease across G7 countries, unearthing improvement opportunities and diagnostic pain points through in-depth examination of official medical data. Published 3 technical reports.
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Mastered Tableau and geographical coding, creating 14 comprehensive medical resource maps to predict future utilization of medical resources and macroeconomic implications.
The Nielson Company, Beijing, China
Analyst Intern, Marketing Effectiveness Dept.
Mar.-Aug. 2018
May-Jun. 2015
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Project 1: Traditional technology company stepping into the Ecological Intelligence industry
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Evaluated KPI and 17 brand images, and provided future brand positioning suggestions to the company.
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Specified innovation challenges by comparing campaigns with competing brands and industry benchmarks.
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Project 2: World-leading mobile phone company launching a new product​
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Designed the screening questionnaires & main questionnaires; Explored industry background information.
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Analyzed the campaign performance on different media platforms and documented results in interim reports.
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Education
University of Southern California, Los Angeles, CA
Aug. 2018-Dec.2019
Master of Science in Applied Economics and Econometrics
GPA: 3.92/4.0
Purdue University, West Lafayette, IN
Aug. 2014-May 2017
Bachelor of Science in Economics, Concentration in Business Management
GPA: 3.84/4.0