Yujing Yang
Researcher & Product Strategist in Amsterdam
About
Yujing Yang is a seasoned strategic designer and researcher with more than a decade of experience in product, interface, service, and strategy design. Her exceptional strength lies in her innate ability to comprehend complex issues and draw correlations among them, allowing her to gain profound insights from research and apply them creatively to generate innovative products or experiences. Additionally, she is an agile learner, quickly acquiring new concepts and domains, which enables her to foster fruitful collaborations with multidisciplinary teams. Beyond her professional endeavors, Yujing is an avid blogger on Bilibili, using animations to communicate her ideas.
Projects
The automobile industry is under fierce competition, therefore the domestic OEM would like to investigate the disruptive future opportunities and get prepared beforehand. During the project, we helped the client with decision-making by constructing multiple high-potential future scenarios through systematic research. By visualizing the futures into high-fidelity experience, we packed the whole project into an interactive website for internal communication.
With changes in the market environment, as well as policy promotion of separating hospital and medicine, Internet + Chronic Disease Management has been becoming popular. Pharmaceutical companies are competing to build direct connections with their patients through multi-channel strategies.
Our project is dedicated to designing a digital loyalty program for a giant pharmaceutical company, to activate their chronic patients, maintain brand loyalty and ultimately improve patient adherence.
Haier is a household name for home appliances in China. In recent years, with the boom of smart home appliances, it has set up the smart home appliance brand Three Winged Bird. In the era of experience, the traditional store logic can no longer meet the offline shopping experience demands of customers. Three Wing Bird actively seeks transformation and is committed to creating an immersive home scenario experience for customers.
Official car leasing was a business model that Porsche has never attempted before. Porsche believed that this may increase the conversion rate of potential customers, but are uncertain of its feasibility and unclear on how to proceed. In this project, we helped Porsche validate the business value and feasibility of car leasing and designed the end-to-end service with a clear value proposition and strategic planning.
We collaborated with our client to create a China-focused strategy for the highly competitive autonomous driving industry. Our research on local highways and expressways informed our practical solution, and we developed a comprehensive market-product-experience strategy for its ADAS (Advanced Driver Assistance Systems).
We collaborated with ENN Group, a major player in clean energy distribution in China, to digitally transform their gas construction engineering business. We analyzed the end-to-end working process of frontline workers and identified their pain points. Finally, we bridged the demands of engineering managers and the pain points of front-line employees through digital solutions to improve engineering quality and efficiency while reducing costs.
Speaking
Writing
Reformation Design, which organically integrates design thinking, system thinking, and futures thinking to form a new innovation paradigm and thinking framework.
Work Experience
As a strategic designer in the customer experience and product design team, I specialize in user qualitative insights and quantitative research. I provide clients with customized product planning, user experience strategies, and innovative concept design based on user insights. As a project leader, I have planned and defined digital products, membership systems, offline service strategies and designs, and car experience designs for clients in various industries including healthcare, automotive, and retail. Additionally, I am responsible for two major offerings in my team: user journey design and future scenario innovation.
Served & cooperated brands:
Ford, Porsche, ENN Group, Fleet Management Limited, WISKIND, NovoNordisk, Haier
Skills: Service Design · Product Delivery · User Experience (UX) · User Research
As a brand design strategist, I was responsible for developing brand positioning strategies for a local fashion brand in the Netherlands, and innovating brand messaging based on the brand positioning. As a graduate student majoring in Strategic Product Design in Delft, I applied brand positioning methodologies such as 4P research and brand wheel to provide in-depth user insights for the brand, and identified future development directions to formulate a long-term brand positioning strategy.
Skills: Positioning (Marketing) · Brand Design · User Research
As a CMF designer, I am responsible for proposing CMF solutions for several mobile phone models, and continuously communicating with factories in various locations to ensure the realization of product exterior designs. Throughout my work, I keep track of CMF trends and actively participate in various exhibitions. I have developed strong communication skills and gained practical experience in product implementation.
Skills: Trend Research · Industrial Design
Education
MSc Strategic Product Design in Tudelft focus on market needs, the competitive environment, company resources, the brand image, and the style and function of the new product or service to be created.I learn to apply techniques like market and brand analysis, future scenarios, and technology road mapping as drivers for strategic product design. I also learn to create robust design strategies for business with a strong social and economic rationale.
Field of study Top 3 in China, 2022
Systematically application of design thinking, and design skills.