Joel Yu Email & Phone Number

London, Gb

London Area, United Kingdom

Glasgow, Scotland, United Kingdom

[My part-time work during MBA studies]- Digital Urban is a UK tech company specialising in VR projects to enhance public engagement in urban planning.- Spearheaded a new business line aimed enhancing public engagement with mobile VR.- Defined a unique and practical product positioning that combined with the company's unique strengths.- Conducted product design independently and collaborating with engineers to ensure technical feasibility.

Shanghai, China

- Led core businesses ‘Direct Messenger’ and ‘Camera Effects’ at TikTok-China(Douyin)- Initiated and led innovative projects including 'profile visitors'(Annual Most Successful Project), 'redesign Duet' and 'video autocut', contributed to a 0.7% increase in DAU and 3.4% increase in video posting penetration. - Collaborated closely with the Machine Learning team to enhance features, adjust weights, and improve data accuracy, leading to an overhaul of 'in-platform sharing' that boosted messaging penetration by 3.1%.- Launched 'swift reply’ and 'smart reply', combined with streamlined collaboration workflows between PMs and engineers, resulting in an 5.2% rise in direct message penetration.- Restructured pipeline of camera effects, from creation, distribution to usage, launched 'swipe to use camera effects' and 'effect cards', increased cold-start distribution efficiency, video posting penetration +4.1%.- Led the "Your 2022 Wrapped" New Year campaign by presenting socially interactive annual reports, boosting video post penetration by 3.9% while decreasing cloud rendering resources by 94.6% from the prior year.

Beijing, China

[Soda is a premium dating app to connect young professionals. It peaked 100,000+ DAU and 40,000 posts per day. We raised $7.8M from investors including Sky9 Capital and ZhenFund, sold the company to Perfect World Co.]- Recruited and led product and design teams, overseeing product management and user experience with a team of 6, achieving a stable 42% new user Day 1 retention rate and 35% daily feed post penetration.- Spearheaded data-driven strategy, implementing a Q&A filter in account creation process that reduced low-quality male users by 7% and lifted high-quality female user retention by 3%.- Built Trust&Safety team in Tianjin from scratch and managed 15 subordinates remotely to achieve 7x24 content review and zero content safety incidents. Kept overall monthly expenses under £18,000.

Beijing, China

[MOMO is the largest dating app in China with 35 million DAU.]- Launched short video business from 0 with a team of 6 PMs, boosting user-generated content and achieving 3 million daily video posts within 6 months by integrating videos with user profiles and social interactions and cross-functional collaboration.- Pioneered and launched "Smart Recommended Chat Partners", boosting platform messaging by 17%, marking it as a top successful project of that year and a key feature for ongoing development.

Beijing, China

[EICO is the leading product and design consultancy in China, known as eico design]- Specialised in User Experience design for mobile and full-process User Research during this five-year period.- Led the digital transformation for SF, China's largest logistics company, in 2015. Conducted extensive user research in major cities like Beijing and Shanghai, culminating in an industry-first, mobile app-centric solution that eliminated the need for manual form-filling for shipments, setting a new industry standard.- Spearheaded user research and strategic realignment for Dingxiang Doctor in 2016, China's leading online healthcare platform. Implemented a new mobile app design and emphasised the rigorous review process behind health articles, significantly enhancing content credibility and fortifying user trust in the brand.

[MeituPic is the largest photo editing app in China with 243 million MAU.]- Acted as sole interaction designer for 'MeituPic’s' initial version and conducted in-depth Competitor Analysis to drive improvements in product. Following its launch in 2011, it topped App Store free charts in 100+ countries and remains a leader in China.

Master'S Degree, Mba

- Balanced a part-time role as Product Manager at Digital Urban with volunteer work as an Event Organizer at Tech Meetup Glasgow.

Visual Communication Design

Bachelor'S Degree Uncompleted, Philosophy