Bob Dong Email & Phone Number

Beijing

Brief introduction: A leading crypto-currency exchange platform, ranked Top 3 in the market. Responsibilities: Responsible for establishing user experience system to improve NPS (net promoter score); building up indicator system to improve user satisfaction, improve VOR (voice of user rating). Based on facts, findings, drove Product, Operation, Brand, Service, Design teams to settle business problems.Achievements (projects): By clarifying 180 user experience pain points, promoted experience-centered culture in the firm, which improved customer satisfaction and business performance for employer.

Beijing

Brief introduction: A leading online + offline learning & development platform, founded in 2014. Responsibilities: Responsible for establishing user research team and membership operation system of HUNDUN Academy, in association with Product, Operation, Curriculum teams. Set up membership active growth model (indicators, user layers, intelligent marketing, level-up), focusing on DAU (daily active user), core user scale, user retaining, repurchase. Directed quantitative, qualitative questionnaires, product feasibility research, user life cycle research, and provided information for decision makers.Achievements (projects): Led the team and improved 80% DAU, and 40% growth in core user scale within 3 quarters.

Beijing

Brief introduction: A one-stop transportation platform, which acquired Uber China in 2016. Responsibilities: Responsible for conducting market research, user experience analysis projects in DIDI; based on DIDI APP, executing A / B testing, product function willingness & satisfaction survey, U&A research, product experience survey, offering product improvement suggestions, and etc.  Implemented operation tactics research, product feasibility research, user life cycle research, and drafted testing & user experience reports for management team. Analyzed market trends, brand images, awareness and competitors, explored opportunities.Achievements (projects): Led the team and completed over 50 projects, from research purpose, methodologies (focus group, deep interview, questionnaire), business solutions to project review. “Driver Compliance” project, due to the demands of authorities, planned, implemented multi-dimensional compliance investigation within drivers, which I worked closely with Operation, Product, Marketing departments. Designed questionnaires, sorted out pain points of drivers, analyzed drivers’ mentality. After feasibility test, we reset compliance indicators in China region, which helped DIDI build up a “one million legal drivers” goal. “Driver Growth Plan & Honor System Investigation” project, directed 8 focus groups in 3 cities in China, 3 rounds of online questionnaires, assessed the rationality of drivers’ answers. Summarized samples and wrote reports, which afterwards improved Honor System in APP.

Beijing

Brief introduction: Baidu Nuomi: A leading O2O (online to offline) platform that specializes in life services. Responsibilities: Responsible for developing business strategies for shop owners in Baidu Nuomi platform in order to improve clients’ income; driving business research & analysis among B2B clients to help them know products / services better in the market; based on clients’ requirements, offering practical business solutions to them; planning KPI schemes for sales teams. Designed “advertising-to-income” solutions (hot shop, Baidu encyclopedia, branding, LED advertising, direct pass), and implemented solutions until completion.Achievements (projects): Innovated tactics due to clients’ business pain points, e.g., combining direct pass with other products, redesigning short message to actualize LBS function. In all, achieved 240 million RMB sales revenue with a cross-functional team.

Beijing

Brief introduction: A data intelligence & data analysis focused consulting firm, listed in 2020. Promotion & Responsibilities: Junior Researcher → Senior Researcher. Responsible for executing projects such as business analysis, market research, business operation review, competitor study according to clients’ requirements. Designed quantitative questionnaires, qualitative outlines; developed research & analysis models; independently wrote research & analysis reports; coached clients’ personnel.Achievements (projects): 2016, “HUAWEI Global Retailers Investigation” project, this project aimed to understand B2B customer satisfaction comparing with HUAWEI’s competitors in the world. I interviewed management teams of clients in Europe, South America, Asia face to face or through telephone. With 28 reports, 20 rounds of workshops in HUAWEI, we clearly interpreted multi-dimensional (product, brand, channel, logistics, service, personnel, finance, GTM) customer satisfaction, helped HUAWEI identify key factors of satisfaction improvement, explored SWOT (Strengths, Weaknesses, Opportunities, Threats) in the market. In total, served more than 5 clients, e.g., China Mobile, Credit Ease, and DIDI.

Master Of Business Administration (Mba), International Business

Bachelor'S Degree, Computer Science