Background

The company’s Chinese market share has stagnated, and it has been unable to regain its former position. To address this issue, the company has attempted to emulate the user trends observed by its local competitors.

Problems

• Local brands have successfully catered to customers with tailored solutions and advanced camera modules.

• The local-first policy has bolstered these brands, causing component vendors to prioritize them.

• Customers continue to show a strong preference for Apple products.

• The design strategy lacked clarity, and the marketing team received insufficient guidance from internal teams.

• Meanwhile, HQ adopted a unified design approach that failed to align with customer needs.

My role and achievements

Led design & product strategy targeting China's Gen Z (iPhone & local brand dominated).

Identified top 5 customer pain points (camera, form factor, weight, UX, marketing).

Communicated clear findings, prompting design shift (e.g., pin-hole front camera).

Impacts

Scratch to launching. Got regional head approval. Galaxy A8s World widely sold in 2019, 4% growth of Mid-range model.