Ruxue Dong [email protected] +64 27 6115555 Portfolios available at http://rdong.work/ or scan QR code on the right

SUMMARY

• 7 years of commercial experience in UX research and design, keep being effective and enthusiastic • Hands on experience in design of multi-channels including Android, iOS (iPhone & iPad), Web, HTML5 • Skills in use case research, focusing on user centered product definition • Ability to understand and incorporate complex business requirements into simple layout design and interaction design with high usability • Experience in all phases of UX work: storyboarding, user/product research, wire framing, conceptual design, prototyping, detailed design and usability testing etc. • Continually improve research, design, and product development processes to gain efficiency, remove obstacles, and simplify problems • Knowledge of creating mind maps, prototypes and visual design by Sketch, Axure, Photoshop etc.

EDUCATION

Bachelor of Engineering, Computer Science and Technology Graduated in Dec 2015, Henan University of Science and Technology, China Undergraduate Diploma, International Economy and Trade Started in Sep 2005, Graduated in Jun 2009, PLA Army Aviation Corps College, China

WORK HISTORY

Senior UX Designer Feb 2016 – Feb 2017 DiDi Transportation, http://www.xiaojukeji.com/en/index.html The Largest ride-sharing company in China that has nearly 300 million users across over 400 cities, it provides services including taxi hailing, private car hailing and Hitch (social ride-sharing). As of June 2016, DiDi was valued at ~US$28 billion. After announced that it acquired 's China operations on August 1, 2016, DiDi is estimated to be worth US$35 billion and it is the only company to have all of China's three Internet giants (Alibaba, , and ) as its investors. 1

Key Responsibilities:

• Was responsible for user experience and user interface design of DiDi Transportation mobile apps

• Involved in product reviews, was responsible for the quality of overall design output

• Created documentation and design standard that enables designers to build software that fosters a delightful user experience

• Provided mentoring and guidance to junior designers Achievements:

• Overall pageviews of DiDi Store had increased ~200% and conversion rate has increased 30% after data analysis, user interviews and finally an UX refresh was taken in place to the store

• Successfully delivered fresh new information architecture for DiDi Transportation version 5

Level U6 - Senior User Interface Designer Sep 2014 – Feb 2015 Baidu.com, Beijing, NASDAQ: BIDU http://www.baidu.com/ http://ue.baidu.com/ Baidu is the world’s largest -search engine. Baidu Tieba (aka Baidu Post Bar) is the largest Chinese communication platform. It is an online community bound tightly with internet search services, one of the main business of Baidu 2. As of the beginning of 2014, it had over 1 billion registered users and over 8 million user forums. It also has approximately 100 million new topics per day with over 2.1 billion PVs per day.

1 Quote from http://en.wikipedia.org/wiki/Didi_Chuxing 2 Quote from http://en.wikipedia.org/wiki/Baidu_Tieba

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Key Responsibilities:

• Oversaw all phases of UX work of the iOS & Android app of Baidu Tieba, including research, conceptual design, prototyping, detailed design, usability testing, and implementation

• Partnered with product management to align UX vision and activities with production business goals, also assisted product manager in planning the ecosystem for new features

• Designed and conducted user research studies, including lab-based usability studies, and usability inspections such as heuristic evaluations

• Lead the design of product architecture for Baidu Tieba, ensured experience consistencies on iPhone and Android

• Lead the team to collaborate with and develop mutual respect and trust with product managers, engineers, researchers and other designers

• Created documentation, including design rules, animations etc., that enables software developers to build software that fosters a delightful user experience

• Mentored junior and intermediate level team members, help in setup personal development goals Achievements:

• The overall daily unique visitors (UV) for mobile apps was increased by approximately 58%

• The highest daily unique user-login had reached 14 million

• 7-day retention rate was increased to 69%

• Baidu Tieba for iPhone became the top 10 app of top grossing social networking apps in

Level U5 - Senior User Interface Designer Sep 2013 – Aug 2014 Baidu.com, Beijing, NASDAQ: BIDU

Key Responsibilities:

• Was responsible for user experience design of the iPhone & Android mobile apps of Baidu Tieba, including interaction and interface design

• Collected and analyzed user behavior through online reports, online experiments (A/B testing), user interviews, lab studies, and surveys

• Participated in the full software development life cycle (SDLC), worked with product managers, visual designers, researchers, engineers and QA

• Gauged the usability of existing apps, and making constructive suggestions for the improvement of user experiences

• Performed a revision of the Android app for user experience improvement Achievements:

• The overall daily unique visitors (UV) of mobile apps was increased to approximately 11 million

• 7-day retention rate was increased to 67%

Level U4 - Senior User Interface Designer Dec 2012 – Sep 2013 Baidu.com, Beijing, NASDAQ: BIDU

Key Responsibilities:

• Was responsible for user experience design of the iPhone mobile app of Baidu Tieba

• Evangelized research findings to diverse audiences through written reports and oral presentations.

• Performed a revision of the iPhone app for user experience improvement, resulting in a redefinition of Baidu Tieba mobile app Achievements:

• Daily unique visitors (UV) of Baidu Tieba iPhone app was increased by 83%, reached 5.5 million

• The user reviews of Baidu Tieba in Apple’s app store became 5 stars

Interaction Designer Jul 2011 – Dec 2012 Autohome.com.cn, Beijing, NYSE: ATHM http://www.autohome.com.cn/ Autohome is an online destination for automobile consumers in China. It delivers independent and interactive content to automobile buyers and owners. As of December 31, 2013, it had over 8.3 million registered users and over 1,500 user forums. And an online automobile library in China with nearly 16,000 vehicle model configurations and over 2.2 million photos.

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• Was responsible for prototyping and interaction design, including Web, iPhone and iPad apps

• Made user experience improvements to the product based on user research and usability studies

• Created documentations of interaction and interface designs, also an interaction design standards

• Effectively communicated research insights with product managers, designers and engineers

• Participated in product reviews, as well as regular design reviews

• Assisted product manager in new feature development by providing ideas on user’s prospective, some features were successful and competitors had soon released their implementation of them

User Experience Designer Mar 2010 – Jul 2011 Dt Education, Beijing The company was found in 1990 and it aims at educational technologies. It is a commercial technology company that is associated to People’s Education Press of China.

• Was responsible for conceptual design, prototyping and interaction design

• Analyzed user research reports, made improvement proposals on user experiences

• Created documentations of interface and interaction design

• Made product interactive demo videos for company’s products

Graphic Designer Mar 2009 – Mar 2010 ChinaDDP, Beijing

• Was independently responsible for the posters design of the premieres and press conferences of company’s movies and TV series

• Designed appropriate posters fits different activities at the scenes based on site surveys

• Designed publicity pictures for company’s actors

• Studied market orientations of each company’s movies and TV series, understood audience favorites

PROJECT EXPERIENCES

Uber China mobile app Nov 2016 – Jan 2017

• The project is to refine the Uber mobile app so it can meet Chinese marketing needs after DiDi’s acquisition

• Refined UI / UX of Uber mobile app for Chinese market with consideration of both the Uber Global branding consistency and Chinese marketing business requirements

• Successfully delivered a set of Hi-Fi prototype with detailed documentation, also a set of UI kit for better performance and consistency on future design work

• Kept cross-continent communications with Uber US, ensured both sides have same design p rinciples

DiDi Transportation mobile app 5.0 Sep 2016 – Nov 2016

• The project is to make the generation of DiDi Transportation with fresh new user experience by improving the existing out-of-date UI, complicated interaction flow and inconsistency of actions

• Designed new information architecture by making and analyzing of a experience map as a visual representation that illustrate users’ flow to understand the product/service interactions from users’ point of view, such as users’ needs, wants and expectations

• Componentized UI elements into general design with storyboarding, so these standalone components can be reused by different business-line in their user stories. This improves not only the UX consistency, also the extensibility of UI design

• A new UI style was designed to represent the new branding of DiDi Transportation

DiDi In-App Store Jun 2016 – Jul 2016

• This online store is for users to purchase virtual products of DiDi Transportation service. Because sales performance of this online store was not good, this project aimed to improve it

• Tried to understand users’ demand by analyzing user research report as well as taking user interviews

• Was strict to data driven design on this project. Refactored the homepage of this online store depending on the result of data analysis on key identifier, sales strategy and users’ preferences

DiDi Transportation HTML5 Web App Jul 2016 – Aug 2016

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• The product was set to be a lightweight web-based app for users who doesn’t have DiDi Transportation mobile app installed but want to consume the service easily.

• Lead the team and accomplished all detailed design including UI, interaction flow, layout, animation within 3 days because this was an urgent requirement due to DiDi’s partnership with Tencent.

• Designed the layout and key interaction flow for all typical screens, ensured the quality of team’s design output, was also responsible for decision making of interaction flow design

Value added services for Baidu Tieba paid members Apr 2014 – Aug 2014

• This was an important project for the commercialization of Baidu Tieba mobile apps

• Collected, analyzed and categorized user behaviors through server data, thus, common rigid demands and vanity of members were found

• Created a set of scenarios / use cases for top-up and consuming of the Baidu virtual currency

• The work also includes planning the key flows of the services, interaction designs and policies for each use case, a top-up & payment process with experience consistency for diverse platforms.

• Cooperated with the department of Baidu Wallet when designing the checkout flow

• Results: After 2 months of the release, the revenue of this project had accounted for over 10% of the total revenue of Baidu Tieba

Random group instant messaging for Baidu Tieba mobile apps Nov 2013 – Feb 2014 • This was a milestone on the process of transforming user relationships from weak ties to strong ties

• Did keywords mining through the analysis of major purposes and relationships in social networks, as well as the research of user’s online social behaviors and psychology

• Designed this new feature, which had broken the bounds of the existing apps those only allows users communicate within forums, not instantly with each other

• Designed interfaces with psychological implications, resulted in providing users a sense of substitution

• The interaction design came with a micro innovation and match user’s mental model

• Results: Good feedbacks from the users, the messages produced by this feature reached 50% of total messages produced by Baidu Tieba mobile apps

Baidu Tieba 4.0 for iPhone Jan 2013 – Apr 2013

• Background: The number of mobile app users was only 10% of the number of web users, with a poor 7-day retention rate less than 50%. User reviews even said that it was a corny app for socializing

• Collected and analyzed user experience issues of the app via online experiments and user interviews

• Set optimization goals by generalizing those issues and analyzing the data of competing products

• Performed works include the reforming of some major interaction flows, the design of a precise recommendation page for improving user recognition as well as a reconstruction of the existing layouts that resulted in strengthening major features and weakening minor features

• Gained experience in behavior-oriented design, which puts user’s behaviors in the first place, simplify the interaction flow for users

• After the release, the number of daily new topic was increased by 85%, daily replies were increased by 110%, and PV of FRS was increased by 26 million. The user reviews became 5 stars in app store

Autohome mobile apps for iPhone, Android and iPad Nov 2011 – Nov 2012

• Designed the mobile app of Autohome, as well as the information architecture for the product

• Assisted product manager in planning and ideas for the apps

• The interaction design that was both industry-competitive and innovative, had perfectly fulfilled the multiple requirements including news reading and vehicle seeking

• As of Jun 2012, the iPhone app of Autohome became the Top 1 news app in Apple’s app store

• As of Oct 2012, Autohome iPad app had become the 2nd ranking of free news app in Apple’s app store

PUBLICATIONS

Experience of Baidu Co-author, Tsinghua University Press, First Edition, Oct 2014 ISBN: 7302378398, ASIN: B00ODRFXKS, http://www.amazon.cn/gp/product/B00ODRFXKS

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