Company
AlipayHK
2017 - 2021
Position
Sr. Product Designer (P6)
Brand experience Lead (P7)
Team
Stephen Wen, Fiona Ho, Bowei Chen, Daniel Wu, Zhu Yao
High completion rate on new user sign up, but only 65% of them have shown activities within the next month
Background
The management team has taken an older version of Alipay and made a clone to become the base of what is the initial version of AlipayHK. However, Alipay is not built with HK’s users in mind. The difference in behaviour, motivation and their overall knowledge in mobile payment is drastically different. Due to that, we often hear feedbacks telling us that our product is hard to use and confusing.
My responsibility
I was the product design lead for this project, working closely with 3 UI/UX designer and one researcher. Driving this project between local and HQ stakeholders to reach agreement and to help management understand the differences and challenges we face in Hong Kong compared to their experience in China.
Data analysis & research
Data Insight:
There's 4 features that our users access the most on the home screen
Quantitative user interview insight:
Users are generally not familiar with mobile wallets in Hong Kong. This led them to be lost after the initial onboarding wondering what should they be doing next.
Majority of the interviewed users find the initial home page overwhelming with too much information and options.
Age group is quite balanced between 20-60 years old, often price sensitive and promotion driven individuals
Cross-functional Workshop & Alignment
I led a cross-functional workshop to align stakeholders on priorities for our app’s homepage redesign. I presented research findings to highlight key user pain points and business challenges, ensuring all teams had a shared understanding. Each department contributed their challenges, and we used a structured voting process to prioritize them. By facilitating discussion and synthesizing insights, I helped create a clear, data-driven direction that balanced user needs with business goals.
Product
How can we make our product easier to understand & to navigate for users who have no experience with similar apps?
Can we localize the interface into patterns that are more common with apps that users in the region are used to?
Marketing & Communications
How can we encourage more usage/ generate interest?
How can we address the weak understanding regarding QR code mobile patments?
Growth
What are some incentives/ relevant gamifications programs that we could leverage?
What type of growth program is popular in the region?