User Community Experience Optimization

UX Designer

Xiaohongshu, also known as RED, is a popular Chinese social media and e-commerce platform. It combines user-generated content with online shopping, allowing users to share product reviews, lifestyle tips, and personal experiences. With a strong focus on fashion, beauty, and travel, Xiaohongshu has become a go-to app for young consumers seeking authentic recommendations and a vibrant online community.

INTRODUCTION

During my internship, I worked on several projects focused on enhancing the user community experience which aimed at improving user engagement, satisfaction, and overall community interaction. The goal is to create a more intuitive and supportive environment for all users.

TEAM

2 Product Manager
2 UX Designer

MY ROLE

UX Designer

TIMELINE

Jun 2023 - Aug 2023

CLIENT

Internship Project

SKIP TO THE FINAL PROTOTYPE

Picture In Picture

Follow Tab Optimisation

Post Page UI Optimization

‼️In accordance with the NDA(non-disclosure agreement) I signed, I've omitted sensitive data and obfuscated certain figures. The information in this case study is entirely my own and does not represent the views of RED. I'm happy to provide more details verbally during the interview:)

01 Picture in Picture
/Mini player

Overview

Background

Adding Feature: Comparison and analysis of competitors, we found that many platforms have Picture in Picture function.
Optimization: RED already has a video window feature online, but it is limited to the live streaming function and most users are not aware of this feature.
This feature allows users to open a small window during live/immersive video streaming in order to continue browsing other contents.

Problem Analysis

Existing functionality only supports live streaming and is not fully functional.
Can Picture in Picture be used in the video streaming experience to enhance the user experience?

Strategies

Target Audience

Video streaming user dominate

Scene

Live streaming

Video stream

Goals

Expand consumption

Enhance user experience

Improve functionality

Prototype

Function Entry

New function notification

Display

Demo

Horizontal

Vertical

Player Settings

02 Videos under follow tab optimisation

Overview

Background

User feedback: The current Follow Tab design has a separate video stream container, preventing users from swiping up to view more content as in other feeds.

Idiomatic pattern: While this encourages users to return to the Follow Tab, it complicates the user experience. Given that users are already familiar with swiping up to browse content on other platforms, maintaining the current setup is unnecessary.