works with established organizations to imagine, build, and scale new business
For data security, I have omitted confidential information in this project. All the data in this project belongs to me
I interned at McKinsey&Company in New York City as an UX designer to help our client set a strategic direction, build technology products and explore solutions for their specific needs, improving capabilities and accelerating business. Through my intern, I participate in two client-based project-- one is to build digital interactions and deliver GenZ value for one of the world's biggest e-commerce company; another is to embed new ways of working in agriculture industry for a global pioneer in market research. Both projects have been successfully launched in 2023 and 2024.
As a designer, I worked closely with the commercial team(who supports industry knowledge), engagement director and engineer team(who supports technical knowledge) to achieve continuous alignment and reprioritization to move as one. Finally, we craft, validate, iterate, build and pilot MVP products within continuous optimization and scaling.
To create the most entertaining "live" shoppable moments — where digitally native customers， remarkable maker, and the story-sellers we empower discover and fall in love with each other
At the begining of this project, I, along with the engagement manager and business associate, collaborated with our clients to understand the project scope and target user. To narrow down the scope and help the client find the right target, I conducted extensive preliminary research, encompassing a variety of methodologies such as user research, competitive analysis, behavioral observations, and trend analysis. These efforts were aimed at uncovering the pain points, motivations, and expectations of key stakeholders—ranging from influencers and live stream hosts to Gen Z consumers.
Complementing this, my competitive analysis of leading platforms like TikTok Shop, Instagram Live, and Youtube Live revealed emerging trends and best practices in live streaming commerce. I identified gaps and chance in the market:
Through user interviews and qualitative surveys, I help our client target the main user group and gained insights into how different user groups interact with live shopping platforms, their pain points, and the potential needs.
Here are the three main groups our product planned to serve:
The findings from this research phase not only informed my understanding of the live streaming ecosystem but also provided a solid foundation for the subsequent design process. By synthesizing these insights, I was able to define clear design opportunities, such as enhancing interactivity, streamlining the purchasing journey, and creating tools that empower both creators and consumers. These outcomes directly guided me to mapped out the user journey and user flow for different user groups. At the same time, I collaborate with the business team to prioritize and group different features in each sprint based on business and design need.
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I transitioned into the design phase, beginning with low-fidelity wireframes to map out the core user flows and interface structure. These wireframes were iteratively refined based on feedback and insights gathered during the research phase, ensuring alignment with user needs and business goals. Those low-fi design help Gen Z customers and influencers with mobile service, facilitate shopping management for livestream manager with desktop form.
Next, I collaborate with design manager to establish a visual design direction by defining a vibrant and energetic color palette, complemented by modern typography, to resonate with the Gen Z audience. The use of bright, lively colors not only reflects the youthful and dynamic nature of this demographic but also enhances engagement and creates a visually appealing shopping experience. This step involved exploring various design options and conducting quick usability tests to validate the aesthetic and functional appeal
Building on the insights from our comprehensive research and iterative design process, our product successfully launched in 2023, delivering a seamless and engaging live shopping experience tailored to the needs of influencers, Gen Z consumers, and live stream hosts.
The video below highlight the key features and interactions of the product, demonstrating how our team transformed user insights into a dynamic and intuitive interface. From vibrant visuals that resonate with Gen Z.
During the beta phase of the product, we conducted 8 user testing sessions with potential users. These sessions were designed to gather actionable feedback on usability, functionality, and overall user experience. Through a combination of task-based testing, A/B testing, and in-depth interviews, we identified key pain points and areas for improvement in the whole user journey:
The experience in Mckinsey is different from my previous in-house design journey. These two projects are jam-packed with a lot of exploration, trials and challenges in a short time. And I, along with the whole team and our clients, finally get there!
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