NetEase Beauty
A beauty-and-skincare community. In a fast 0→1 team I led interaction across mobile, PC, mini-program and admin, coached juniors, and drove two programmes: content growth and a new information architecture.
- Role
- Interaction lead
- Team
- 0→1 startup
- Scope
- Mobile / PC / mini-program / admin
- Work
- Growth · IA refresh
+128%Daily content
+13%D1 retention
+40%Daily new users
App StoreHome feature
09OverviewWork
Serve both groups in the community:
publishers and readers
A new community lives or dies on its content. We started from the user, ran deep interviews and Design Sprints, and separated why people post from why they browse.
The IA refresh gave posting and browsing their own paths. Daily content and retention rose together, and the App Store put us on the home page.
Content
+128% daily
Make posting easier, and put good posts where people will see them.
Retention
+13% D1
Once the structure is clear, people know what to come back for.
New users
+40% daily
An App Store feature brought them in; the product was ready to keep them.