Since its launch, Hua Cai Ren Sheng has undergone four major version updates. Building upon the initial four sections (Market Quotes, Trading, News, Personal Center), it later added "Events" and "Opportunities." Hua Cai Ren Sheng has gradually matured as a financial investment and wealth management platform. However, some users focus solely on stock trading. For them, new features like stock trading competitions and investment products hold little value and can even interfere with their use of the core functions. Therefore, a simplified version of Hua Cai Ren Sheng became necessary.
Collaborated with the product manager on user research, defined the product prototype and interaction flow, and independently completed the interface design.
With ongoing iterations and updates, Hua Cai Ren Sheng had become cluttered, unfocused, bloated, and visually outdated (despite being live for less than a year). Concurrently, the business unit also wanted a mobile product that allowed core users to focus purely on stock trading.
The current Hua Cai Ren Sheng became bloated due to business expansion, leading to various issues.
Who are the "some users"?
When proposing the need to "simplify Hua Cai Ren Sheng," the business unit stated, "Many users actually only use Hua Cai Ren Sheng for buying and selling stocks and aren't very interested in other services." I needed to research this user segment quickly, even though the department provided limited resources.
Persona
To develop user personas, I consulted colleagues in Big Data and gained access to the Big Data Operations Center. From there, I obtained two key insights:
<aside> 💡
Of course, these two points alone weren't sufficient to create personas. But the data indicated a significant overlap between Hua Cai Ren Sheng users and Huawei phone users. Therefore, I used Huawei user research as a starting point for defining the Hua Cai Ren Sheng Lite persona.
By reviewing Aurora Big Data: Huawei Smartphone Fan Persona and 2018 Q2 Smartphone Market Report | MobData, I summarized the Hua Cai Ren Sheng Lite persona.
