Leveraged audience insights and developed marketing strategy framework/toolkit that facilitated the cross-functional teams to target and engage existing or prospect customers. Major contributions include:- Created digital engagement score based on indices that measured key aspects of customers’ digital behaviors; Developed strategy matrix using engagement score and revenue to identify prioritized customer segments- Segmented exiting customers using digital behavior indices (Principle Component Analysis and Cluster Analysis); Profiled customer segments and recommended corresponding engagement strategies - Visualized customers’ digital journey; Identified valuable digital touchpoints and predicted customer’s next engagement point using Network Analysis and Markov Chain Modeling- Analyzed key journey touchpoints using Adobe analytics and Hotjar heatmap; Made UX improvement recommendations for each touchpoint and suggested messaging and content strategies to key stakeholders

•Teach qualitative research and Atlas.ti software to students and professional audiences; run bilingual webnars

Bazaarvoice (BV) is the worldwide leader in the ratings and reviews business. Most of the e-commerce websites (e.g. Walmart and Target) are powered by BV’s solutions and products. As a UX researcher at BV, I utilize a wide range of UXR techniques to fuel product ideation and design improvement. Working in an agile development environment, I provide fast user-centric feedback to Product and Engineering teams. My research generates insights that directly impact Bazaarvoice’s $500M business. Below are the highlights of my contributions:• Planned and ran usability tests with product prototypes. Recruited users, facilitated testing sessions, analyzed data, and presented findings to key stakeholders. My research contributed to the launch of a new review submission system, which increased review volume by 9X and click-through rate by 2X • Conducted contextual inquiry to explore user behavioral patterns and identify UX pain points. I made crucial design recommendations to enhance analytics & reporting features of BV’s major products• Created product journey maps to capture the key stages of the products’ operation cycle; identified pain points, system dependencies and business opportunities; helped PMs plan roadmaps and development priorities• Performed survey research to gain customer feedback on products; communicated findings to Product and Marketing teams; Leveraged quantitative results to validate or adjust current product strategies• Advocated the value of UX across the organization; frequently wrote for internal newsletters and the company’s official blogs; research findings not only helped client-facing teams choose the best practices to serve the customers but also enhanced BV’s thought leadership in the ratings and reviews business

•Moderated 80+ interviews and 100 hours’ observations; coded notes and transcripts; processed & synthesized data•Perform qualitative and ethnographic research; specialized in consumer, culture, and communication analysis•Supervised and trained 2 research assistants; recruited 50+ interviewees; managed 3 NSF research projects•Presented findings in 4 workshops, 5 conferences, and 3 invited talks to audiences of diverse interests •Designed course syllabus, and taught 180 students in 6 courses; led summer fieldtrips to China and Japan •Awarded 6 grants from Univ. of Chicago and external sources ($41k); gained regulatory approval

• Conduct qualitative and quantitative data analysis; identify the major obstacles and benchmarks of how 500+ afterschool programs in 9 U.S. cities launch and improve their management information systems (MIS)• Investigate afterschool programs’ value proposition in the course of developing MIS via survey; reveal the top categories of MIS-related investments and benefits for different cities and developmental stages by R & Tableau• Improve afterschool programs’ quality of services by enhancing their capacity to utilize big data; research directly impacts 1M+ underrepresented population, and will inform future MIS development in other U.S. cities

• Led remote and contextual interviews to understand the different profile completion rate between female and male user groups; my research contributed to the redesign of the user profile system and the landing page UI.• Collaboratively designed the “Chinese Marriage Condition Survey (2013)”; analyzed survey results in SPSS; drafted the final report chapters; the key findings appeared in 20+ mainstream newspapers and major websites. • Created and tested low-fidelity and high-fidelity product prototypes in cooperation with UI designers; products included: Dating Assistant, Dating Radar and Interactive Q&A• Diagnosed the major variables that affected new user sign-ups; modeled user journey using heat maps; optimized user registration process; Improvements boosted sign-ups by 15% in the following quarter

•Conducted fieldwork in 2 targeted villages in southwest China to investigate local economic and cultural system•Interviewed 40 informants; collected 200 survey responses; recorded fieldwork data in textual and visual formats•Co-authored, and translated the final report; presented findings to World Bank executives and expert partners•Influenced the use of a World Bank development loan ($3M) for selected regions through final report