Co-founded a startup with a classmate after I conducted market research to discover a market opportunity in metropolitan areas of China for modern products embedded with traditional cultural values.
• Secured initial seed funding ($500K), hired five people and managed daily operations.
• Define design tenets and principles based on the business vision and user model.
• Formed focus groups, conducted contextual inquiries and Wizard of Oz usability testing with middle-class Chinese users to identify pain points and user needs.
• Designed and created seven product lines and 43 distinctive products, brand identity and story-telling, website, photography guideline, for our B2C consumer brand and for our B2B business clients including Naruko, SHANGXIA, Design shanghai, and VOGUE China.
• Planned and launched user testing, prioritized user feedback and data, and provided constructive design guidance for iterative changes
• Organized 5+ design workshops with marketing team and target users for our own brand and for our B2B clients.
