B2B Product | Internship
Improving Meituan’s B2B Ads management platform and refining the design system for both web and mobile platforms
Project Type
Internship
Duration
4 months
Team
4 UI/UX Designer
My Role
UX Design Intern
PROJECT OVERVIEW
Objective
Enhancing Meituan's B2B management platform (Kaidianbao) to improve efficiency and user experience in operating their business.
Problem
Users of Kaidianbao encounter inefficiencies when managing their products and advertisements, and some designs lack visual consistency across different pages.
About Meituan: Meituan is a prominent lifestyle service platform in China, facilitating connections between over 240 million consumers and five million local merchants through a wide range of e-commerce services.
About Kaidianbao: Kaidianbao plays an important role as a tool for merchants to assess the effectiveness of advertisements and manage their business.
Solution Overview 🔒
* Currently under NDA. If you want to learn more about my internship project, please feel free to contact me, and I'd be happy to share it with you :)
Improve Kaidianbao by reorganizing information architecture, designing an onboarding process, and implementing an updated design system to improve efficiency and ensure visual consistency.
PROCESS
MY CONTRIBUTION
01. UX Design
Streamlined user workflow through reorganized user flow, information architecture, and implementation of new features
Led the integration of an updated design system to ensure visual consistency across the platform
Designed user guidance and onboarding process to enhance new user understanding of platform capabilities
02. Testing and Evaluation
Gathered user feedback and suggestions through usability testing and user interviews to ensure our design addressed their needs
Utilized A/B testing and data analysis results to evaluate design decisions
Conducted 5 iterative design cycles based on testing results and design critiques
03. Collaboration with PMs and Engineers
Collaborated closely with PMs to identify the design directions and business objectives
Handed off design work to the development team and conducted design reviews after implementation to ensure pixel-perfect results
Fostered efficient collaboration with other UX designers within our team, facilitating design critique sessions to gather opinions from the team
IMPACT
How do we evaluate the success of our design?
Improvement in Task Completion Efficiency
Users spent 32% less time on tasks such as submitting Ads for products, viewing performance, and managing multiple products.
Increase in User Retention Rate
We've observed an estimated 25% increase in user retention, leading to increased product registrations and continued usage.
Decrease in User Learning Time
The introduction of an onboarding session has reduced new users' platform learning time by 40%, encouraging higher user adoption.
REFLECTION
Learnings
01. Data-Driven Decision-Making
Throughout the design sessions, we prioritized data-driven approaches over our intuitions. By actively engaging in A/B testing and usability testing, I supported my team in objectively evaluating design decisions. We leveraged the insights gathered from these tests to determine which design decision was the most effective.
02. Considering Multiple Perspectives in Design
During the design process, I consistently collaborated with product managers to ensure alignment with our business objectives. I also worked closely with the engineering team, taking into account any technical constraints that might have influenced and refined my design solutions.
03. Understanding the Entire Product Development Cycle
From the initial establishment of project direction and goals to the iterative process of transitioning from lo-fi to hi-fi prototype designs, and ultimately facilitating the seamless hand-off to the development team, I gained valuable experience in comprehending the entire product development cycle in a large company.