CyberTomb｜赛博墓园
XINGSHI App｜Product Design｜2024
From the outset of XINGSHI, we aimed to create innovative features that drive viral social media spread, enabling low-cost user acquisition. The "Cyber Tomb" concept taps into a core trait of our users: their eagerness for novel, internet-native self-expression to connect with like-minded friends. We identified "holding a cyber funeral for myself" as a compelling and unexplored theme for users to express themselves.
Through a humorous and deconstructive design approach, allowing users to write their own wills, customize their tombstone styles, choose their funeral BGM, and invite friends to send electronic offerings, we try to alleviate the heaviness of this topic, encouraging users to express their attitudes about "how they wish to live in the present" by imagining "how they would say goodbye to this world."
After launching the product, our related ad creatives garnered millions of views across major social media platforms, significantly boosting the product's social media reach and brand influence. Daily new user increased by nearly 200%, further confirming the potential of innovative social themes in user acquisition. For your reference, here are two ad creatives on Douyin:
从幸识上线之初，我们便一直尝试通过设计独特有趣的产品功能来实现社交媒体上的病毒传播，从而低成本获客。赛博墓园的构思建立在幸识用户的一个核心特征上：他们热衷于寻找新颖的、互联网原生的自我表达方式，以吸引气场相合的新朋友。在众多可能的方案中，我们认为“给自己办一场赛博葬礼”是一个非常适合用户们进行自我表达，却又未曾被充分挖掘过的话题。
通过一种幽默和解构的设计表达，让用户能写下自己的遗愿清单、定制自己的墓碑款式、选择自己的葬礼BGM、并能邀请朋友们来送上电子供品，我们尝试消解这个话题的沉重感，鼓励用户通过想象“我将如何告别这个世界”，来表达“我希望如何活在当下”的态度。
活动上线后相关的投放素材在主流社交媒体平台上收获了数百万次的浏览，极大提升了产品的社交传播力和品牌影响力，日新增用户数增长近200%，进一步验证了新奇社交主题在获客方面的潜力。部分抖音投放素材链接：
XINGSHI App｜Product Design｜2024
From the outset of XINGSHI, we aimed to create innovative features that drive viral social media spread, enabling low-cost user acquisition. The "Cyber Tomb" concept taps into a core trait of our users: their eagerness for novel, internet-native self-expression to connect with like-minded friends. We identified "holding a cyber funeral for myself" as a compelling and unexplored theme for users to express themselves.
Through a humorous and deconstructive design approach, allowing users to write their own wills, customize their tombstone styles, choose their funeral BGM, and invite friends to send electronic offerings, we try to alleviate the heaviness of this topic, encouraging users to express their attitudes about "how they wish to live in the present" by imagining "how they would say goodbye to this world."
After launching the product, our related ad creatives garnered millions of views across major social media platforms, significantly boosting the product's social media reach and brand influence. Daily new user increased by nearly 200%, further confirming the potential of innovative social themes in user acquisition. For your reference, here are two ad creatives on Douyin:
从幸识上线之初，我们便一直尝试通过设计独特有趣的产品功能来实现社交媒体上的病毒传播，从而低成本获客。赛博墓园的构思建立在幸识用户的一个核心特征上：他们热衷于寻找新颖的、互联网原生的自我表达方式，以吸引气场相合的新朋友。在众多可能的方案中，我们认为“给自己办一场赛博葬礼”是一个非常适合用户们进行自我表达，却又未曾被充分挖掘过的话题。
通过一种幽默和解构的设计表达，让用户能写下自己的遗愿清单、定制自己的墓碑款式、选择自己的葬礼BGM、并能邀请朋友们来送上电子供品，我们尝试消解这个话题的沉重感，鼓励用户通过想象“我将如何告别这个世界”，来表达“我希望如何活在当下”的态度。
活动上线后相关的投放素材在主流社交媒体平台上收获了数百万次的浏览，极大提升了产品的社交传播力和品牌影响力，日新增用户数增长近200%，进一步验证了新奇社交主题在获客方面的潜力。部分抖音投放素材链接：
Megaphone｜霸屏喊话
XINGSHI App｜Product Design｜2022 - 2024
XINGSHI's users are young individuals eager for self-expression but lacking effective channels to showcase themselves. They desire to be seen, resonate with others, and make new friends—some are even willing to pay for this opportunity.
To meet this need and harness users' spending power for revenue growth, we developed the "Megaphone." Inspired by YouTube's Super Chat and the World Chat in "MapleStory," we created a core mechanism where users pay to post messages in prominent spots within the app. Higher payments result in better visibility and longer display times. All users can view, like, and reply to these messages.
After launching the MVP, our average monthly revenue increased nearly tenfold, and daily session durations rose by approximately 25%, engaging millions of users. We later introduced features like voice messaging, topics, and holiday-themed skins to enhance content and interactivity. We also improved content moderation algorithms and review processes to prevent negative content. Subsequent iterations led to nearly a 200% increase in participation rate among daily active users. During some special events, revenue grew by approximately 150% year over year. This feature remains one of the product's main revenue sources and has given XINGSHI a unique identity among similar products.
幸识的用户是一群具有表达欲但又缺少表达渠道的年轻人。他们希望自我表达可以被看见，引起共鸣，并因此交到新朋友。其中，有一部分大R用户甚至愿意为此支付非常高的溢价。
为了创造出优于其他所有同类产品的自我表达和链接他人的体验，并从中挖掘出潜在的付费能力，我们设计了霸屏喊话。我们从许多关联领域寻找了灵感，比如Youtube的Superchat，上古网游 《冒险岛》 里的世界喇叭等，最终设计出“花钱喊话+竞价排序”的核心机制：用户可以花钱在最醒目的位置写上自己想说的话；价格越高，其位置越靠前，存续时间也越长；所有人都可以看到这些喊话并对其点赞和回复。
MVP上线后，产品平均月收入增长近10倍，每日人均使用时长提升约25%。我们后续又迭代了语音喊话、话题喊话、节日喊话彩蛋等功能，进一步丰富了其内容性和可玩性，并在内容风控方面完善了算法和人审规则以杜绝一些恶劣情况。后续迭代使日活中的喊话参与比例增长了近200%，部分彩蛋活动期间收入同比增长约150%。该功能至今仍为产品主要的收入来源之一，也让幸识在同类产品中具有了独特的辨识度。
XINGSHI App｜Product Design｜2022 - 2024
XINGSHI's users are young individuals eager for self-expression but lacking effective channels to showcase themselves. They desire to be seen, resonate with others, and make new friends—some are even willing to pay for this opportunity.
To meet this need and harness users' spending power for revenue growth, we developed the "Megaphone." Inspired by YouTube's Super Chat and the World Chat in "MapleStory," we created a core mechanism where users pay to post messages in prominent spots within the app. Higher payments result in better visibility and longer display times. All users can view, like, and reply to these messages.
After launching the MVP, our average monthly revenue increased nearly tenfold, and daily session durations rose by approximately 25%, engaging millions of users. We later introduced features like voice messaging, topics, and holiday-themed skins to enhance content and interactivity. We also improved content moderation algorithms and review processes to prevent negative content. Subsequent iterations led to nearly a 200% increase in participation rate among daily active users. During some special events, revenue grew by approximately 150% year over year. This feature remains one of the product's main revenue sources and has given XINGSHI a unique identity among similar products.
幸识的用户是一群具有表达欲但又缺少表达渠道的年轻人。他们希望自我表达可以被看见，引起共鸣，并因此交到新朋友。其中，有一部分大R用户甚至愿意为此支付非常高的溢价。
为了创造出优于其他所有同类产品的自我表达和链接他人的体验，并从中挖掘出潜在的付费能力，我们设计了霸屏喊话。我们从许多关联领域寻找了灵感，比如Youtube的Superchat，上古网游 《冒险岛》 里的世界喇叭等，最终设计出“花钱喊话+竞价排序”的核心机制：用户可以花钱在最醒目的位置写上自己想说的话；价格越高，其位置越靠前，存续时间也越长；所有人都可以看到这些喊话并对其点赞和回复。
MVP上线后，产品平均月收入增长近10倍，每日人均使用时长提升约25%。我们后续又迭代了语音喊话、话题喊话、节日喊话彩蛋等功能，进一步丰富了其内容性和可玩性，并在内容风控方面完善了算法和人审规则以杜绝一些恶劣情况。后续迭代使日活中的喊话参与比例增长了近200%，部分彩蛋活动期间收入同比增长约150%。该功能至今仍为产品主要的收入来源之一，也让幸识在同类产品中具有了独特的辨识度。
WTF｜夺笋啊
XINGSHI App｜Product Design｜2024
Approximately 50% of XINGSHI Megaphone's revenue comes from high-value users who frequently pay over ¥200 per megaphone to gain maximum attention and interaction. However, their spending has been declining due to decreased interactions, as the Megaphone feature remained unchanged and audience engagement waned.
To revitalize interest, we introduced the "Spring Surprise": users spending over ¥200 receive 10 cute bouncing “Bamboo Fairies” to gift to others, which appear one by one on recipients' profile cards. This empowers high-value users to decorate others' profiles, enhancing appeal and attracting more interactions.
After launching this feature, overall Megaphone revenue increased by 30%, and the reply rate for high-value megaphones rose by 45%.
幸识的霸屏喊话功能有50%左右的收入产生自经常购买单条价格超过¥200喊话的大R用户。但我们观察到随着时间推移，这些大R用户的购买动机在持续减弱，因为喊话后收到的互动变少了，而这又是因为该功能以一个固定的形态存在了太久，观众们逐步失去互动的兴趣。因此，我们需要迭代新玩法来提供给更多互动的理由。
这是其中的一个迭代方案“春日喊话彩蛋”：用户购买价格超过¥200以上的喊话后，购买者将获得10个可用于送给其他人的礼物「夺笋」。被赠送者的个人资料卡上将会出现蹦蹦跳跳的「夺笋」小队，收到越多，展示的数量就越多。本质上，我们给这些大R用户赋予了装扮他人资料卡的能力，这在我们的生态中具有很强的吸引力，他们会因此收到更多的关注和互动。
功能上线后，喊话整体营收增长了30%，大额喊话的回复率提升了45%。
XINGSHI App｜Product Design｜2024
Approximately 50% of XINGSHI Megaphone's revenue comes from high-value users who frequently pay over ¥200 per megaphone to gain maximum attention and interaction. However, their spending has been declining due to decreased interactions, as the Megaphone feature remained unchanged and audience engagement waned.
To revitalize interest, we introduced the "Spring Surprise": users spending over ¥200 receive 10 cute bouncing “Bamboo Fairies” to gift to others, which appear one by one on recipients' profile cards. This empowers high-value users to decorate others' profiles, enhancing appeal and attracting more interactions.
After launching this feature, overall Megaphone revenue increased by 30%, and the reply rate for high-value megaphones rose by 45%.
幸识的霸屏喊话功能有50%左右的收入产生自经常购买单条价格超过¥200喊话的大R用户。但我们观察到随着时间推移，这些大R用户的购买动机在持续减弱，因为喊话后收到的互动变少了，而这又是因为该功能以一个固定的形态存在了太久，观众们逐步失去互动的兴趣。因此，我们需要迭代新玩法来提供给更多互动的理由。
这是其中的一个迭代方案“春日喊话彩蛋”：用户购买价格超过¥200以上的喊话后，购买者将获得10个可用于送给其他人的礼物「夺笋」。被赠送者的个人资料卡上将会出现蹦蹦跳跳的「夺笋」小队，收到越多，展示的数量就越多。本质上，我们给这些大R用户赋予了装扮他人资料卡的能力，这在我们的生态中具有很强的吸引力，他们会因此收到更多的关注和互动。
功能上线后，喊话整体营收增长了30%，大额喊话的回复率提升了45%。
No Fishing｜禁止钓鱼
XINGSHI App｜Product Design｜2021
XINGSHI users primarily want to "find interesting people to chat with" immediately upon opening the app. However, our previous one-on-one matching mechanisms didn't offer an experience superior to similar products.
To create a new, enjoyable, and efficient matching experience, we introduced the "Fish for Response" mechanism, inspired by the viral "fishing" meme on social media. This one-to-many matching system allows users to send a message to hundreds of users with specific tags simultaneously—like casting a wide net and waiting for replies.
Within a month of launching the MVP alongside a creative social media campaign, our DAU increased by 200%, and daily new users surged by 250%, with an average day-1 retention rate of 58%. Based on MVP feedback, we further optimized message distribution rules, content moderation, and pricing. This feature has become one of the most recognizable and effective components of our product.
幸识用户在打开app时最期待的是“找到一些感兴趣的人聊聊天”。在我们最初的版本里存在几种匹配机制，但都是常规的一对一匹配，并没有给用户带来超越其他产品的体验。
为了创造一种全新的体验，帮用户更高效地匹配并让这个过程足够爽，我们受当时社交媒体上热门的“钓鱼”梗启发，设计了一种钓鱼式的一对多匹配，即一次性给一大批带有你感兴趣的标签的用户群发同一句话，看看有谁上钩回复你。谁又能拒绝当一次海王呢？
功能MVP上线一个月内配合投放使日活增长200%，日新增人数增长250%（平均次留58%）。 后续在首批用户反馈的基础上再次进行了迭代，在消息分发规则、内容风控、定价等方面持续进行优化，该功能当前已是产品内最具辨识度的、成熟运转的功能之一。
XINGSHI App｜Product Design｜2021
XINGSHI users primarily want to "find interesting people to chat with" immediately upon opening the app. However, our previous one-on-one matching mechanisms didn't offer an experience superior to similar products.
To create a new, enjoyable, and efficient matching experience, we introduced the "Fish for Response" mechanism, inspired by the viral "fishing" meme on social media. This one-to-many matching system allows users to send a message to hundreds of users with specific tags simultaneously—like casting a wide net and waiting for replies.
Within a month of launching the MVP alongside a creative social media campaign, our DAU increased by 200%, and daily new users surged by 250%, with an average day-1 retention rate of 58%. Based on MVP feedback, we further optimized message distribution rules, content moderation, and pricing. This feature has become one of the most recognizable and effective components of our product.
幸识用户在打开app时最期待的是“找到一些感兴趣的人聊聊天”。在我们最初的版本里存在几种匹配机制，但都是常规的一对一匹配，并没有给用户带来超越其他产品的体验。
为了创造一种全新的体验，帮用户更高效地匹配并让这个过程足够爽，我们受当时社交媒体上热门的“钓鱼”梗启发，设计了一种钓鱼式的一对多匹配，即一次性给一大批带有你感兴趣的标签的用户群发同一句话，看看有谁上钩回复你。谁又能拒绝当一次海王呢？
功能MVP上线一个月内配合投放使日活增长200%，日新增人数增长250%（平均次留58%）。 后续在首批用户反馈的基础上再次进行了迭代，在消息分发规则、内容风控、定价等方面持续进行优化，该功能当前已是产品内最具辨识度的、成熟运转的功能之一。
Sizzle
Crypto｜Product Design｜2022-2023
In the crypto world, public opinion is often dominated by a few Twitter influencers, whose views and actions wield significant influence over the market. However, not all of these individuals take responsibility for their words and actions, leading many to suffer financial losses. Most people lack channels to voice their concerns and seek redress, leaving them powerless in the face of their losses. This is fundamentally at odds with the spirit of decentralization.
We tried to design a Twitter plugin that allows users to initiate a digital rally on any influential figure’s homepage to express their thoughts. Moreover, anyone can pay a certain amount of token to extend the duration of this rally, and the funds will be shared among all participants in the rally.
Crypto圈里的舆论风向是被少数推特大V所主导的，他们的观点和行为对于市场有巨大影响力，但这些人并不都对自己的言行负责，导致很多人因此遭受经济上的损失。大部分人缺少发声和维权的渠道，对于损失无能为力。这从本质上与去中心化的精神相悖。
作为回应，我们设计了一个推特的小插件，让用户都可以在任意大V的推特主页上发起一场数字游行，来表达自己的想法。并且任何人都可以通过支付一定的加密货币来增加这场游行的时长，而这些钱将由所有参与游行的人一起共享。
Crypto｜Product Design｜2022-2023
In the crypto world, public opinion is often dominated by a few Twitter influencers, whose views and actions wield significant influence over the market. However, not all of these individuals take responsibility for their words and actions, leading many to suffer financial losses. Most people lack channels to voice their concerns and seek redress, leaving them powerless in the face of their losses. This is fundamentally at odds with the spirit of decentralization.
We tried to design a Twitter plugin that allows users to initiate a digital rally on any influential figure’s homepage to express their thoughts. Moreover, anyone can pay a certain amount of token to extend the duration of this rally, and the funds will be shared among all participants in the rally.
Crypto圈里的舆论风向是被少数推特大V所主导的，他们的观点和行为对于市场有巨大影响力，但这些人并不都对自己的言行负责，导致很多人因此遭受经济上的损失。大部分人缺少发声和维权的渠道，对于损失无能为力。这从本质上与去中心化的精神相悖。
作为回应，我们设计了一个推特的小插件，让用户都可以在任意大V的推特主页上发起一场数字游行，来表达自己的想法。并且任何人都可以通过支付一定的加密货币来增加这场游行的时长，而这些钱将由所有参与游行的人一起共享。