> Identify user mental models
> Influence product strategy based on
research findings
> Ideation and design
Context
My Role
Meitu is the biggest image editing software in China, and they’re ambitious about expanding their business globally.
Meitu
Enhancing Product Strategy for the U.S. Market Localization
01 Problem
Meitu is not performing as well in the U.S. market as it does in China. They aim to increase user registrations and engagement levels.
02 Previous Effort
A localized version, named Airbrush, was introduced for the U.S. market, but its impact remained limited.
What else can we do?
03 Interviews
04 Insights
Our team completed 9 rounds of interview with users from different regional and racial background.
Concise and accurate research conclusions are crucial for communicating across teams and determining the next steps (HMW).
One of our personas
User mental model
Minimal Editing Principle
Authenticity is more valued than perfection
Batch editing and publishing
We divided our users into two spectrums: socialization and aesthetic concern. Regardless of where they fall, a consistent theme emerged: whether editing photos or not, their goal is always to approach their true ideal self.
Rather than refining a single image, users we studied prefer editing multiple photos and posting them in batches on social media. This behavior highlights their use of photos as a medium for storytelling
An effective way to synthesize user scenarios across devices and software, organizing fragmented details logically to uncover user needs and motivations in photo-related products.
Although interviewees could identify photo editing functions, they were unfamiliar with them when demonstrating. They prefer simple, quick editing over spending hours on it.
How and Why do you edit photos?
When and Why do you post photos on social media?
I led two rounds of data coding and synthesis.
Me at interview
Main questions I focus on:
05 Competitive Analysis
Our team analyzed 71 competitive photo products.
Market Saturation
Existing apps effectively meet users' editing needs, ranging from professional tools like Adobe Lightroom to lightweight options like VSCO.
Social media apps now offer built-in photo editing featuresWith the integration of social platforms, user engagement is significantly higher.
Photo-Social Integration Trend
/An approach to reconnect with friends.
/Don't focus on building a powerful toolbox.
/Make social sharing the priority.
/Streamline the entire journey.
06 Product Strategy
07 Design Exploration
Customize your digital film roll
Share and engage
Manage and recollect memories
The design concept is inspired by my love for film photography and the 'photo dump' trend seen on social media. It allows users to collect photos in a digital 'film roll,' sending it to friends once it's full—similar to giving a thoughtful, monthly gift.
Takeaway: Researchers from a different culture
As someone originally from non-western culture, I kept ask seemingly simple questions in user research, such as, 'Can you explain the current aesthetic trends in the States?' These 'silly' inquiries in fact enabled me to delve deeper into understanding users' perspectives.
As anthropological research suggests, being outsiders to a culture can offer valuable insights. By approaching the research from a fresh perspective, we were able to challenge assumptions and uncover deeper, often overlooked, user behaviors and motivations.
> chen_sixian@outlook.com