Weili often introduces himself simply as a designer, but delving deeper, his story unfolds into something vast and intriguing. Growing up in Taiwan, he has always held a fascination for design (still does, to some extent). He channels his creativity and design thinking across various domains, including product, event planning, and music. The common thread among these is his dedication to user experience. After years of growth in diverse design fields, he aspires to continue nurturing his journey and crafting even better experiences ahead. Designer / Researcher / Strategist INTRODUCTION 2
tangible realm I started my design journey with a focus on industrial design, laying the groundwork for my design thinking. My university studies and internships honed my skills in physical product design. However, I soon discovered that design thinking extends far beyond products. It's a versatile problem-solving approach. This insight motivated me to pursue advanced education, exploring how design thinking can tackle complex challenges and create solutions beyond tangible products. The foundation of the design thinking principle 3
Intangibles Applied design thinking to the level of strategies & user experience During my graduate studies, I discovered how design thinking extends to broader realms, encompassing aspects like user experience, product strategy, and business decision-making. It's through design thinking that we can tackle more expansive challenges. This realization marked my transition to intangible design, involving strategy, user experience, and service design. It opened up a new avenue for me, where I apply design thinking to solve a myriad of problems with pride and precision. 4
with design thinking and digital know-how Growing in a digital agency provided me the environment to access digital knowledge, so I approach UX research with an understanding of how to properly test and optimize digital experiences and products. 5
Reading Platform Background Role Product Manager READr Mesh is a blockchain-powered social news platform designed to reshape how people interact with journalism. With support from Google and nDX, we brought the product from prototype to public launch within a year, now open to all users and backed by 30+ media partners.
to solve Monopoly of Third-Party Aggregators and Social Media Third-party platforms capture a significant share of media traffic revenue, leaving news producers with diminished returns. This financial drain hinders their ability to reinvest in quality journalism. Black-box Algorithms Limit Content Diversity Algorithms often curate content based on past user behavior and preferences, creating echo chambers. This approach restricts users from discovering a broader range of perspectives and information. Insufficient Resources for In-Depth Journalism Producing quality, in-depth reporting demands considerable time and resources—a luxury many media outlets can't afford. Consequently, valuable investigative stories are often underfunded and overlooked.
the issues 01 Media Revenue Sharing Appropriate advertising revenue is redirected to the news outlets that produce the content. This model ensures that creators benefit directly, fostering a more sustainable journalism ecosystem. 02 Reduced Reliance on Black-Box Algorithms Users can choose to follow media outlets and key opinion leaders for curated news based on their own interests, rather than relying on opaque algorithms. This approach also mitigates the risk of a single editorial perspective dominating the news. 03 Reader-Driven Ecosystem Engagement Contributions within the ecosystem earn Mesh points, which can be reinvested directly into media and news production. This system empowers audiences to actively support and sustain quality journalism.
Mutual Prosperity Ad Revenue Sharing (Points): Through platform advertising, readers earn a share of the revenue in the form of points. Sponsorship (Points): Readers can invest their points directly in media and news production. Ad Revenue Sharing (Currency): Most advertising revenue is returned to news media, reinforcing the overall ecosystem. Economic model
Media & Categories Customize your news feed by selecting various categories, and choosing your preferred media sources. Only the newest updates from the media you follow are shown, so you can focus on what matters most.
Quality News With Mesh points, your engagement with news is rewarded. Our blockchain-powered system gives you more points as you read and curate articles. Use these points to access premium content or support your favorite media, helping quality journalism thrive.
all boutiques across Greater China were each collecting sales and clienteling data in excel, consolidating them at the end of each day. The process was tedious and the output was prone to error and inconsistencies. Accessing, segmenting and making use of data was inefficient. Greater China digital transformation Background H U B L O T B O U T I Q U E HUBLOT 13 Role UX Researcher / UX Designer / Project Manager
ideal digital tools to capture customer and sales data? R E S E A R C H G O A L S How to use these tools to access, automate, and report on sales processes? * * How to design a frictionless clienteling interaction with HNW customers? * 14 HUBLOT
shopping Boutique manager focus groups Sales associate focus groups Customer shop-a-longs UX/UI designs sprints BM/SA prototype testing Product development O U R P R O C E S S 1. Mainland China 2. Hong Kong 3. Macau 4. Taiwan R E G I O N S HUBLOT 15
CRM Due to the unique sales processes, and the distinctly localized digital ecosystem within China, a custom CRM approach provided the ideal solution to streamline operations and provide ultimate data security and control. Our team developed this custom CRM from the ground up. 16 B U S I N E S S S O L U T I O N 1
App In each Hublot boutique in Greater China, each Sales Associate operates their own DDC app to both collect and reference customer and sales data relating to their preferences, behaviors, conversations, try-ons, and purchases, directly feeding the data to the custom DDC CRM. B U S I N E S S S O L U T I O N 2 HUBLOT 17
App While outside of the boutiques, Sales Associates have the need to maintain their clienteling responsibilities. The DDC mobile app allows for remote access to all client data, boutique and ecommerce transactions, while allowing for following up on reminders and clienteling tasks. B U S I N E S S S O L U T I O N 3 HUBLOT 18
Program The custom-built Hublot ecommerce online boutique in China has become the 12th largest revenue source for Hublot globally. 19 C O N S U M E R S O L U T I O N 4 HUBLOT
was rebuilt as a global concept store to introduce a new and more digital focused shopping experience to allow everything to be purchased on a customers phone. We came in to define the ideal strategy to educate, engage and optimize customers experience and frictionless sales. Defining the CX strategy for Home Experience of Tomorrow Background H O M E E X P E R I E N C E O F T O M O R R O W IKEA 21 Role UX Researcher / UX Designer / Project Manager
great IKEA digital experience look like? R E S E A R C H G O A L S What are the critical opportunities? * * Provide omnichannel solutions for both offline and online * 22 IKEA
interviews Observing store opening Customer diary studies Co-design workshops UX/UI design sprints In-store prototype testing Design handovers O U R P R O C E S S 1. Observing & documenting the current 2. Recalling memories of past experiences 3. Reflecting on possibilities for future 4. Expressing through making artifacts for future experiences T H E PAT H O F E X P R E S S I O N T O J U M P T O T H E F U T U R E 23
I A R Y S T U DY Frictionless sales - Scan & go Frictionless sales - Locker pickup Frictionless sales - Self-checkout Event booking - 6 x Groups of 5 participants - Segmented by Super-fans, members, and non-fans - 10 day period to visit store - Experiencing and documenting the current over two visits Food Participants experienced the current in-store touch-points in a natural context, logging their experiences to bring into co-design workshops as the foundational exercise to make, tell, and enact. IKEA
C R E AT I O N 25 The diary study participants came into the lab for 3-hour co-creation workshops to design for the future. - Storylines to map journeys - Mapping the existing journey - Designing their ideal journey - Custom designed toolkits - Touchpoint cards - Icons / photos / gestures / keywords - 3D shapes Making, telling & enacting
- S T O R E T E S T I N G We designed high-def interactive prototypes to take in-store to intercept contextual shoppers to test and feedback. - Round 1 - n=60 - Round 2 - n=60 Iterative design sprints UX/UI design prototypes In-store intercepts In-depth interviews Prototype testing S P R I N T R O U N D X 2 • Frictionless sales • Navigation IKEA
I L E N AV I G AT I O N Design prototype of in-store mobile navigation with AR and bluetooth beacon direction guidance. Of participants felt the new routing flow was more helpful for them. 96.6% Round 2 (N = 60) IKEA 28
“We got lost a few time, at the end I need to wait for my husband at the store exit and let him find the product.” — P2 Existing in-store experience Round 1 Round 2 Ease on finding things in the IKEA Xuhui store. Avg 4.3 “It is efficient and straightforward. I believe it is helpful to aid me finding my desired products.” — P43 Ease on finding things using the mobile navigation tool in the Xuhui store. Avg 4.7 “I believed it can help me to find my way in the store.” — P19 Ease on finding things using the mobile navigation tool in the Xuhui store. IKEA 29
on understanding the ideal in-store digital strategy through in- store diary studies leading into co-design group workshops. We helped IKEA understand the current omni-channel customer experience and design new digital solutions in the Xuhui store. IKEA Diary study / Co-creation workshops / Usability testing RETAIL / DIGITAL TOUCHPOINTS 31 第 ⻚ 第 ⻚ WEILI LO PORTFOLIO
understand why the Office 365 ecommerce consumer funnel was underperforming compared to other global markets through mixed methodology UX research. We then used that data to help them redesign the funnel and optimize conversions. Microsoft Usability testing / Focus groups / AB testing TECH / FUNNEL OPTIMIZATION 32 第 ⻚ 第 ⻚ WEILI LO PORTFOLIO
第 ⻚ WEILI LO PORTFOLIO SEGA Diary study / Co-creation workshops We collaborated with SEGA Games to design a series of activities through focus groups, where specific players discuss their perspectives on the new game concepts. We proceeded to conduct a series of comparisons and measurement tests with competing products in the market to do the competitive analysis. GAMING / CONCEPT TESTING
the AIA Hong Kong and global design team facilitate a 12-week design academy to upskill and train their team of 25 designers in Mainland China. The design academy covered a range of hard and soft UX skills, finishing with a 2-day bootcamp in Shanghai. UX training & bootcamp 34 INSURANCE / DESIGN ACADEMY 第 ⻚ 第 ⻚ WEILI LO PORTFOLIO
conceptualize and test a new investment product over a range of methodologies and iterations across multiple cities in China. The project focused on refining their branding, communication, services, user experiences for their new planned investment tool offering. UBS Focus groups / Usability testing 35 FINANCE / Product testing 第 ⻚ 第 ⻚ WEILI LO PORTFOLIO
mixed-methodology research including diary studies and in-depth interviews with co-creation exercises to understand users behaviors and needs for HMI in-car navigation. Our team used this data to design a new HMI experience for Volvo navigation. Diary study / In-depth interviews / Co-creation AUTO / NAVIGATION HMI 36 第 ⻚ 第 ⻚ WEILI LO PORTFOLIO
mixed UX research methods, we were able to understand what how people imagine the future of mobility. The scene was set in 2030, we invited different type of users and discuss their vision through their perspectives. 37 第 ⻚ 第 ⻚ WEILI LO PORTFOLIO Auto / Exploration Research Focus groups / In-depth interviews / Co-creation
app An interactive 3D/GPS ski tracking mobile app for iOS and Android with custom 3D mountain environments mapped to China’s top ski resorts that allow skiers to relive their skiing and share with friends. Rolling Beast ROLLING BEAST Role UX Research / UX Design
Design Hippo is a design project led by me that remains active on the blockchain to this day. I was involved from the initial branding and wireframing stages to final UI design and ongoing maintenance of the design resource library. Role UX/UI Design Lead HIPPO LAB 40
Design Laniakea is an MMORPG game set to release in the realms of Web 2 and 3, and I collaborated with them to design the initial website for its launch. This involved integrating the game's intricate trading and membership systems to create an official website that offers players an exceptional user experience. Role UX/UI Design Lead LANIAKEA 41
business system for an IoT tech startup selling rental systems for device chargers. The consumer facing product is an iOS and Android mobile application for USA/Europe and WeChat mini program for China. Omnicharge IoT mobile app OMNICHARGE Role UX Research / UX Design 42
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