Live growth
When traffic growth slowed, Taobao Live turned to users who watch to earn rewards. We built a task-and-reward loop inside the channel. As design PM I led two designers on the upgrade.
- Role
- Design PM · team of 2
- When
- Sep 2023 — Apr 2024
- Audience
- Lower-tier cities · reward seekers
- Type
- Growth product
50%→70%+Channel retention
+70%MAU
05OverviewWork
Start from the goal to define behaviour,
then design the interface around it.
The model is three steps: arrive, take part and win, come back and win again. Each step has its own job: reach, intent, depth.
Arrive
Reach
A short new-user path. Rewards and tasks are obvious.
Take part
Intent
Watch, check in, finish a task — the reward is certain.
Return
Depth
Come back the next day. Turn activity into retention.