Prototypes

Reel Cards: Bridging Short Videos to Big Screens

Despite the launch of a new movie feature, Kuaishou’s short video users exhibited low awareness and engagement. To address this, Reel Cards seamlessly integrated movie trailers within users’ personalized video feeds, mimicking organic content discovery. By leveraging AI-driven content selection and contextual placement, Reel Cards encouraged passive exposure and active engagement.

Reel Ads: Bridging Short Videos to 3D Shopping

While Kuaishou’s short video content had high engagement, shopping conversions remained low due to a lack of immersive product interaction. Reel Ads introduced auto-popup 3D product models, allowing users to rotate, zoom, and explore items directly within their video feed. This interactive approach bridged the gap between inspiration and purchase intent.

UI Design

Genesis Web: Uniting Cultures, Igniting Engagement

Genesis, an international membership platform, struggled with low engagement and conversion rates due to limited localization. The website’s lack of bilingual support hindered accessibility for Chinese and English-speaking audiences. To address this, the redesigned Genesis website implemented dual-language navigation, culturally adapted content, and a more intuitive booking system.

The improved experience led to a significant increase in engagement, with over 30,000 users benefiting from a smoother sign-up and booking process.

Graphic Design

Reordering W O M E N: Unveiling Hidden History

For National Women’s Day, this exhibition aimed to reclaim and spotlight overlooked contributions of women throughout history. The title “Reordering W O M E N” reflects the centuries-long distortion and erasure of women’s achievements. The exhibition’s identity was designed to be bold and confrontational, featuring:

• A fragmented typographic system to represent the disrupted recognition of women’s roles.
• Stark black-and-white wayfinding guides to symbolize the contrast between visibility and erasure.
• Vibrant, large-scale posters placed in high-traffic areas to command attention and provoke thought.

Selected Projects

Boosting Adoption from 21% to 67% and Engagement by 120%

Redesigned the audio feature for Kuaishou, China’s second-largest short video app, to drive growth. Improved accessibility and usability through a more intuitive interface and discovery experience, significantly boosting user engagement and adoption.

Product Design Onboarding Prototyping

Expanding a Desktop Design System for Mobile Consistency

Streamlining component reuse and creating mobile-specific guidelines to accelerate delivery and improve efficiency for a facility management app.

Design System B2B Problem Solving

Balancing Fun and Approval: 85% Satisfaction Increase in EdGaming

Addressing conflicting feedback to enhance user experience and drive satisfaction in a K-5 educational math game.

Product Design User Research Usability Testing EdTech

Boosting Engagement and Conversions with Interactive Reel Cards

Demonstrating my UX motion work through two projects, with visual examples for effective communication with product managers and developers.

UX Motion Social Media

My Resume

Resume

My LinkedIn

@yiwenyuuuu

My Email

yiwenyuuuu@gmail.com