MENGQI YANG

2017-2018
Portfolio Collection

my2515@columbia
Content

1
Sharer
2
Trick Optical
3
Unisell
4
Luckin Coffee
5
Other Works
Illusion

UX Design Interavtive UX Design UX +Business Plan

Installations
 Background Research
Why
'Social'is not only the privilege of modern youth, but also the needs of the elderly.

01 4

According to QuestMobile, “the silver hairs , who are over the age of 50, have been on the
Internet for the last six months of the year for about 109 hours, on average, rising 28.5%.
40.1% of respondents attach great importance to Productive Aging, and 26.1% focus on
keeping up with the Internet era.

Sharer 1
How
A declining birth rate and extending
average life span has led to an
aging population spanning.
Source:National Bureau of Statistics
Source:National Bureau of Statistics

Minutes

Mobile time spending variations Finding and displaying spiritual social products has become one of
on key industries by “the silver
the core appeals of middle-aged and elderly users.
IM News Short
Videos
E-books Games Online
Videos
Browser Karaoke Shop Fitness Download Music
hairs”.

The traditional concept of old-

3 age care has changed.When
In 2017, there were more than 70 describing the ideal life of old
million Chinese Internet users age, the companionship of the
over the age of 50, accounting for child is still what most people
more than 10 percent of the total want, but self-awareness and
772 million Internet users
autonomy begin to take a
certain proportion.
User Interview Design Challenge Design Goal
“Being well into middle-age After retirement, their social status gradually decreases. In addition to maintaining relationships, middle-aged and
who else hasn’t a hobby? "emptiness, loneliness and cold" are coming to them. Social elderly people also need space to find and show their
Painting, is a literary and an “Trust is an issue… products have become one of the core appeals of middle-aged spiritual world in social interaction
interesting thing to me” You have to be aware”
and elderly users.
“I want to realize my teenage “I wonder the life experience of the
“Surfing the Internet is too difficult dream of broadcasting weather elderly people. The feeling of aging
Although there are popular platforms such as WeChat and TikTok, Older people still need a vertical platform that fits their own
for me to learn by myself”
—Uncle Zheng,
“ forecast on TV after retirement”
—M .Yang, “ What do they miss and regret”
—Miss Qiu,
they are different from young people in terms of Internet habits,
interests and costs.
habits

65 years old. Professor 60 years old. Veteran 25 years old. Architect

Although old people have few friends, but few and fine, they retain Middle-aged and elderly people need to find a platform to
the core friends, reduce the ordinary friends. find and make like-minded friends
Persona
College students who have gained skills in any level actively want A platform that provides students-to-elderly people
Aunt Zhang
to feel more engaged and build network and experience,save collaborations by learning or exchange skills
Retired Housewife Need
Age 55 time and money
Interest Painting In the park, I can edit and share my photos and
Dacing Calligraphy paintings at will, and I can also print them out with
Skill Sewing music. But the my old friends always could not be
Houseworking Weeding
Cooking
gathered together in the park, sometimes they
would not go when things at home interrupted them
User Journey

Camille Age 23
Landscape Designer Interest Talk to the elderly
about the real side of history Need
and the modern world.They I want to take part in an activity with an older person Accept the Order SMS/Phone Deal
are the direct experiencers to share different life stories in twenty-year-old age.
and witnesses of many
The most precious value of the elderly is their life
important events in Chinese
modern history. experience. What is difficult is to find the elderly who
Skill Painting Electric have life experience and social experience,whose
device operation cultural quality is guaranteed
Photography
Flow Chart Code Wireframe
To ensure the safety of registers, Unisell always keeps in mind to ensure online and offline security.

Information Architecture Prototype

02
Trick Optical Illusion
Teamwork
Context Research&Analysis
Inspiration from the Inspiration
space

Large Visual Spaces

Brainstorm
Close Distance Large Image

Visual Design

Low Speed
Wide Range

Small Visual Spaces

High Speed
Cool Tone

WarmToned Thick Line

Small Image Higher Purity Lower Purity Fine Line

Exploration Interactive Process

Walking Route
Mapping Area

Interactive Area
Equipment Area
Prototype Final Show
video: https://vimeo.com/300433353

1 2 3 4

5 6 7 8

Coding
9 10 11 12

Screenshots of TD files
 Background
With tuition fees rising faster than most international student’s income,more and more overseas students are used to buying second-
hand furniture,cars,text books,and even clothes to reduce expenditure.However, the user experience,the act of finding affordable
secondary goods or selling idle items,has always been awful.

03
Unisell
Teamwork New to city,life expenses are How about buy Check listings and city portal Meanwhile review history Finally find a useful message Being told that the bed has
too high second-hand stuff? websites.Feel confused about information through loads of from mass information:a perfect been sold 2 weeks ago.Many
the information reality and irrelevant information in all second-hand bed on campus unpredictable incidents came
transaction safety available SNS group. and contact the potential seller up during transaction.

Context

The number of users of second-hand and idle trading industry approached 40

million by the end of 2017. At the same time, the growth rate of user scale in the
same period exceeds the overall growth rate of mobile Internet. It is estimated
that the user scale will reach 80 million in 2020, and the user scale will continue
to grow steadily before 2020.

Source ”Second-hand transaction industry observation" issued

by the QuestMobile Q1 report of 2018 of kutu research institute

Source:QuestMobile TRUTH Database September 2017

Research User Research
Competitive Product Research Survey How did you find your seller last time? How did you find secondary goods last time?
I conducted user survey by using
According to user survey and questionnaire form to find out who the
target users are and their experience of 12%
interviews, there are four platforms or Portal Websites
8%
Friends’
products as Unisell’s competitors. goods search,offline meeting,and finish recommendation
20%
the deal,and I finally got 50 responses. 40% Used goods websites
Craigslist or similar platforms
60%
Note I knew him/her 8%
Each color represents a interviewee respectively. 8%
Online posts,Facebook/
Online Social
Wechat group
Networks 4%
4%
Never
only buy
brand
8% 20% 8% new stuff

Other Friends’ Recommendation Other

Research result card sorting analysis

Conclusion
Competitors’ User Flows
· From the chart,I found that 40% of them found
secondary goods on online discussion forum or similar
platforms.

· They would want people who they know and trust to

make the deal which makes students feel relieved to
some extent.

· They used to search on a classified one-stop web

portal with service for sale.

· The SNS students groups always need a student UNI

or friends’ recommendation to join in.
Interview&Personas User Journey Map
I conducted 8 interviews to help identify the key audience and came up with two personas.My goal
for creating these personas was to build an empathy for our users,which lays the foundation for
User Goals
building the product completely focused on solving users’ pain points.

Charlotte Jasmine Process

Age: 23 Age: 20
Work: Senior undergraduate student Work: One year visiting student in the US
in Canada Location: New York
Location: Alberta,Canada Character: Polite and friendly
Character: Social butterfly Problems

“If there is any in convenience, someone will stand you up” “Once I took the pot and walked a few blocks, which was little in convenient”
Experience

Ideas
Opportunities

Pain Points Primary Task

Charlotte has been a overseas international student for a while.Few years ago she always bought secondary goods from senior
students.But nowadys,with experienced overseas life,she always made adequate preparation when she went home to China
and bring enough stuff back to Canada Charlotte almost only sell stuff to others.She does not mind add many
contacts,but she need the potential buyer ensure their credit.
1.Increasing demands of 2nd-hand stuff transfer are not satisfied 1.Smooth the contradiction of sellers want to upload information
efficiently VS Buyers want to know more details about goods.
2.Lack of trust between buyers&sellers.
2.Increase the trust between sellers and buyers by Establish a social
network on campus to facilitate second-hand transactions and meet new
3.Current transfer platform (FB, wechat, douban, craigslist,
As it is the first time for her to go abroad for a long time, Jasmine needs to prepare quite a few necessities of life,such as a friends.
Chinese frying pan,an electric rice cooker,a hair dryer,and so on……Jasmine usually go to college on foot.She perfer to buy etc.)mostly based on traditional social media which are full of
secondary goods on campus or in the neighborhood so that she does not need to walk for a long distance.She hates look
massive irrelevant information
through massive information on Wechat group because there aren’t any filter functions and she has to take a long time to
search.
3.Build a third party qualification platform with a guranteed transaction
environment.
Information Structure UI Design

Color Palette Typography

HEX: #F64747 HEX: #F22512 HEX: #B11030 Aa Helvetica Aa Helvetica Neue

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
HEX: #2B0000 HEX:#C02425→ #F0CB35 0123456789.!@#$%^&*() 0123456789.!@#$%^&*()

Search goods Near current location Potential Sellers list Seller Profile Seller Search Filter

Low-Fi&Paper Prototype
I quickly produced the paper prototype and test broad concept.From finding a
used good,then see people who also has a willing to make a deal and request
connection.
 Background
In recent years, the potential of China's coffee market has been
released, and coffee has gradually entered the daily life of office
workers, especially young people. Luckin Coffee is a chain of
coffee shops in China. Most of its outlets are small booths that

04
fill online orders for pickup or delivery. It is considered to be a
competitor to Starbucks in China.After some research on the
background of coffee industry and the design and operation of
Luckin coffee products, we focus on one of the main target
groups of Luckin Coffee -- office workers.

Teamwork
Luckin Coffee Storyboard
APP Redesign
Professional Work Today's young people have a colorful life after work, but going to
work in the morning has become a burden.Drinking a cup of
UX+Business Plan fragrant, refreshing coffee is the normal behavior of many
people in the morning. However, a cup of coffee every day is
really quite luxurious for many people.

In Luckin Coffeee redesign project, I try to

maintain the original concise and professional
user interface design style, and introduce a new
business model—coffee , provides Luckin
Coffee new user growth possibilities.By
December 2018 most suggestions had been
reviewed and adopted by L inhouse
workshop
User Research
Online Survey
We did an online survey on Wechat
about people’s view about coffee drinking
behavior and consumption. Learning the
status of Lunckin coffee in our target
users.
Competitive Analysis
Luckin coffee is slightly cheaper
Interview than competing products, but it
is located in an office building,
The research work started with white-collars and students closer to a white-collar worker,
live in Tier 1 /Tier 2 cities in China , totally 15 people. and offers a more convenient
take-out service. In order to
Result
cultivate consumers, ruixing
Frequency 3-5 times/week also carried out a series of
Average individual consumption 20-30 promotional activities, but only
Behaviour Refresh themselves, on its own app.
Enjoy Special aroma,
No obvious difference in flavour preference

Brand Offline Online

Persona
Need Need
He often needs coffee to wake him up. He wants When I am busy at work, I need cafe to provide
to buy coffee with a reasonable price.Far from the
cafe,he expects more brands offer delivery
takeout service and expect the take out to arrive
as soon as possible in order to ensure a good Pain Point
service. taste.

Problem
There are too few kinds of delivery coffee,
Problem Inconvenient for white collars to buy coffee with high cost
Favorite coffee shops don't offer take-out
which are inconsistent with offline stores, only
service officially. The coffee shops that offer performance:
a few are simple
take-out service have a mediocre taste

1.There are too few/far offline shops and always need to wait
Preferred brand:
behind long queues
Age:24 Age:31
Preferred brand:

Graduate student Coffee lover 2. Less online delivery services and great difficulty in
Senior designer
Major in Engineering
in a foreign firm delivery
Current User Journey
Wireframe
Coffee Plan
Other suggestions
in details
1.Add on map function on homepage.
2.Add on a new function:Check deliver
area on map and the corresponding
store information.
3.Add on a directly check out button on
homepage for the convenience of
regular customer.
4.Add larger scale map interface on
store page and add “head to it”function
to positioning and navigation
Concept of Coffee Plan
As a subscription plan, the coffee plan offers 3 monthly plan and a half-year plan for different levels of coffee lovers, based on current Luckin coffee prices.It is hoped that the
coffee plan can meet the demand of Luckin’s target customer -- office white-collar workers.Reduce deal payment, increase purchasing frequency, increase user stickiness
and achieve user growth on the basis of ensuring profitability.
Storyboard
Features
1. Provide weekly and monthly coffee package plan
for office workers who have the habit of purchasing
coffee, and pick it up at the store to increase user
stickiness and improve coffee production efficiency.
2. Stipulate that you can choose any number of cups of
coffee per month. To control the cost, make some
restrictions according to the ordering habits of
users (for example, 10 cups of coffee per month must
be included in a certain package, including at least five
lattes).
3. Add the function of setting book and pick up meal
time, and remind users who participate in the coffee
plan what time to pick up a meal in the store by SMS on
that day
4. Provide the function of giving away and sharing the
coffee that is inexhaustible in the month in the package,
combine coffee with social contact, encourage users to
share to the circle of friends, and improve the
conversion rate.
Data Analysis Prototype Homepage Coffee Plan Price

Simplified cost model:Whether the user growth speed of luckin Estimate average sales of a single store per day
coffee can catch up with the current speed of burning money
Source:Jiguang Big Data

Amount(RMB)
Amount(RMB) Luckin APP DAU Luckin APP Penetration
Total Income

Total cost=fixed cost

+variable income
Break-even point

Fixed cost

Sales in one single

Through the table, a single store data of Luckin coffee can be
estimated
The fixed cost is about 1772 RMB/day
The variable cost per unit of coffee beverage sold is about 7 RMB
store(Cups)
As can be seen from the figure above, the break-even point
of a single store is 253.4 cups per day
DAU represents the number of active users. Considering that Average daily sales per store =DAU* proportion of
users who open the app (i.e. active users) have a high probability orders placed by active users * number of cups per My plan What if I didn’t consume up the coffee plan? Confirm the order Order Detail
of consumption, and DAU values are used to estimate the daily order/number of stores
sales data of a single store. The formula is as follows:
If the single-store sales of Luckin Coffee continue to grow, in a few
months time, it could theoretically be profitable even at current
prices

Amount(RMB)
Total Whether Luckin raises
Income product pricing in the
Sales range in one
Total cost=fixed cost future or not, it will provide
single store(Cups)
+variable income
new growth opportunities
Break-even for the company
point

Fixed
cost

According to the table, the average daily sales volume of ruixing coffee shop is 125~270 cups.
Sales in one single
store(Cups)
Other work
Handmade silk soap paper handkerchief with Oriental aesthetics

Silk cutting— pattern creation (printing)—>soap dressing—>drying/packing