WING LIU SHIYUANPORTFOLIO

YOU CAN MIMIC A RESULT, BUT NOT

THE CREATIVITY.

刘诗媛

/Hello,Wing here. Welcome to my personal space which only keeps

expanding. In the next few pages, you will get to know more about

How I started with product management;What I have done to hone my skills;

Who I have worked with to impact lives and;Where I see myself as a product person in this IT big bang.

Ready? Swipe

您好，我是Wing，欢迎来到我加速膨胀的小宇宙，也感谢您阅读我的个人档案。在接下来的内容里，

我会着重与大家分享：我是如何成为一名产品人的；

我做过哪些产品案例；我曾与哪些人与事碰撞而擦出影响力的火花；

以及我对未来职业和行业发展的期许。

Graduated with honours degree in Sciences from National University of Singapore, I was trained vigorously on thinking critically and multidisciplinary problem-solving skills. The experience of working at a 4A advertising company as the ‘Super-intern’ made me fall in love with mass communication and media. I realised the mightest power that impact lives lies in technology and communication and the Internet era has opened limitless possibilites to reform, reshape and revolutionise how businesses run. The fall for product came too naturally, yet irreversible.

HOW DID IT ALL START?

Scientist2011-2015

理科生出身的我在校期间充分磨炼了逻辑

思维和辩证思维能力。由于实验班课业紧

张而步伐飞快，练就了自主思考，调研以

及分析能力。在4A广告公司实习的半年时

间，却仿佛打开一道新的大门，看到了传

播和科技相碰撞所产生的无限可能性。自

2014年起，开始学习并独立完成多款产品

从构思，设计到监督开发的过程，转战产

品经理方向。经手的产品共6个。

2014-2015Advertising

Since 2014Product

我是如何成为一名产品人的？

/ WHAT HAVE I DONE AS A PM?我所做过的产品介绍

/ WEBSITES

GUIDESKY is a Singapore-based platform that provides P2P thematic tour guiding servcies for Chinese tourists in Singapore. 新加坡当地P2P导游服务的平台。

上百万来新加坡旅游的中国游客；

年龄主要介于18-38之间；

大部分为自由行旅客；

注重原汁原味的本地体验。

1 million of Chinese-speaking tourists in Singapore;Age group: 18-38Majority are free and independent ones;Local experience is the highly demanded.Target Audience

目标人群 项目用时Time Taken

严重缺乏专业的技术和开发资源；

缺少做线下推广的资金和人力支持；

同行业内来自于传统旅行社的竞争十分激烈；

设计主题游路线费时费工浩大。

Insufficient manpower for design and development;Limited resources to do mass marketing;Fierce competition from traditional tour agencies;Huge amount of work involved in creating contents.

项目难点Challenges

技能重点Skills

Wireframing 线框图/原型设计

Branding

Copywriting

Design

需求讨论: 15 天线框图: 3 天原型设计: 10 天首次线下活动：30 天

Discussion: 15 daysWireframing: 3 daysPrototyping: 10 daysOffline event: 30 days

GUIDESKY

/ Full stack网站+App

TUTORMY is a marketplace for tutors to be discovered and connected by students directly.家教配对平台。

70%的新加坡学生都至少请过1名家教；

新加坡的家长有严重的‘怕输’心态，会主动帮孩子找家教；

大部分私人家教对家教中心抽取佣金的行为强烈不满。

70% of the total student population in Singapore;Parents who are ‘Kiasu’ (afraid to lose out);Individual tutors who hate paying commissions toagencies (50% of their first month income).Target Audience

目标人群 项目用时Time Taken

网页和移动端同时推进导致页面适配需求大；

即时通信为主要功能之一，需要投入大量测试；

难以说服传统家教中心合作共享教师资源运营成本大；

缺乏评估教师诚信和资质的系统。

Full-stack development requires multiple UI design;Instant Messaging (IM) function requires vigorous testing;Fierce antagonism from traditional tuition agencies;Lack of tutor qualification evaluation system.

项目难点

Challenges技能重点

Skills

Wireframing 线框图/原型设计

User Research 用户调研

Copywriting

Logo Design ogo

需求讨论: 20 天

线框图: 10 天

产品开发: 60 天

Discussion: 20 daysWireframing: 10 daysPrototyping: 60 days

TUTORMY

/ WEB & NATIVE APPWeb及原生appYAMI

MONSTERis a mobile app that allows diners to place instant order directly from their mobile devices.配合餐厅POS的手机用户端，可供顾客随时随地点餐。

当代对时间把控力有强需求的年轻人和上班族；

就餐高峰期期间应接不暇的餐厅；

对就餐有选择需求的顾客。

Moderners who want to have better control of their time;Restauranteurs who want to increase productivity especially during peak hoursDiners who want to have better idea of what to eat.Target Audience

目标人群 项目用时Time Taken

用户端和商户端的交互十分复杂；

教育当地用户资助点餐耗时耗工巨大；

成本价高导致在市场上定价不具备相对竞争力；

难以同时管理每个商家的内容和即兴需求。

Interactions between customer end and merchant POS;Customer behaviour education was difficult;Price not competitive enough comparing to traditional POS;Hard to maintain content management for all clients.

项目难点Challenges

技能重点Skills

Wireframing 线框图/原型设计

User Experience Study

Copywriting

Project Management

需求讨论: 15 天

线框图: 7天

原型设计: 14 天

开发时间：60 天

Discussion: 15 daysWireframing: 7 daysPrototyping: 14 daysDevelopment: 60 days

YAMI MONSTER

用户商户端交互流程图

Web app revamp

Native app enhancement

User studies

User flow

用户及市场调研部分截图

Yami Monster用户体验改进截图展示

Web app重构产品截图展示

/ APP PROTOTYPINGApp原型设计

FOODEEis a mobile app that allows diners to place instant order directly from their mobile devices.基于LBS和限时抢购为理念的餐券购买app。

在市中心和工业园区工作的上班族；

年龄主要介于20-40之间；

针对选餐困难但时间观念强的人群；

主要解决高峰期就餐问题。

Working professionals at CBD area and industrial parkAge group: 20-40People who easily exhaust choices but values time considerably, especially during peak hours.

Target Audience目标人群 项目用时

Time Taken

严重缺乏专业的技术和开发资源；

缺少做线下推广的资金和人力支持；

同行业内来自于传统旅行社的竞争十分激烈；

设计主题游路线费时费工浩大。

Insufficient manpower for design and development;Limited resources to do mass marketing;Fierce competition from traditional tour agencies;Huge amount of work involved in creating contents.

项目难点Challenges

技能重点Skills

Wireframing 线框图/原型设计

UX Design 用户体验设计

BRD, MRD, PRD 文档撰写

Presentation & Pitching 讲演

需求讨论: 3 天

线框图: 4 天

原型开发: 10 天

Discussion: 3 daysWireframing: 4 daysPrototyping: 10 days

FOODEE

PROTOTYPING

UI PROTOTYPING UI

KEY CONTRIBUTIONS主要贡献

/ FOODEE

Conducted thorough market research and completed the business proposal with basic product design ideas, well-received by industry experts.

/ TUTORMYReceived 5 letter of intent from tuition centres who agreed

to try our product upon completion of Beta version.

Orchestrated the first offline event as part of the soft launch, received 130% registration rate.

/ GUIDESKY

Drafted the first detailed user

experience enhancement report based on black box

testing and user behaviour research.

/ YAMI MONSTER

Social Media Marketing新媒体营销

Proud of being an engaging organic reach generator

Copywriting is what I do almost everyday, more for a hobby than a living

擅长于各自媒体平台上输出高点击率内容；

日常文案撰写不仅是为了饭碗，更是爱好

Product Marketing产品运营

Good at performing data-driven analysis before strategising

Obsessed with planning data-mining for post-campaign analysis

善于进行基于数据分析的市场策划；

对数据埋点的设计有着浓郁的兴趣和热爱

Knows the SOP well but prefers pulling rabbits from different hats

An all-in-one fire extinguisher whenever in need

Events & Campaigns 线下活动

深谙标准活动流程但更喜欢不按套路出牌；

突发状况来临时善于充当灭火器

A natural speaker good at capturing the potential pain points

A trustworthy and professional friend of all clients and partners

Business Development商务拓展

善于从沟通和交流中寻找痛点和机会；

是值得客户和伙伴信赖的好朋友

OTHER RELEVANT EXPERIENCES其他相关经验

虽然作为离岸商务直接接触较少，不过在言谈举止，与

项目商务能力上，刘诗媛的可培养潜力很大，自身对于

风险性的把控，和对自己的工作规划都是清晰明了，在

作为离岸商务的这段时间，虽然之前触及游戏与VR相关

项目比较少，不过在自身与公司帮助下，短时间内对相

关项目和产品就有了深入的认识，和自己独到的见解。

陈林昭，西安见山网络科技有限公司总经理 | 初中同窗

王瑞军，北京智赢投资董事长 | 一同在修行路上的朋友

所有的成功都是对伟大人格的赞赏,品行优异，厚

德载物，兼具创新精神的你一定会:乘风破浪会有

时，直挂云帆济沧海！

WHAT MY FRIENDS SAY ABOUT ME好友赠言

Bai Wei, Co-founder at Picako Pte Ltd | An IT enthusiast too

Wing is a fun person to work with, she brings great energy, insight and business acumen to her product management role. Wing’s ability to implement business strategies and her understanding of both technical and business make her a valuable asset to any team and a great partner. She’s also great at bringing the right people together and helping fellow entrepreneurs in terms of ideas and connections. Wing gives you wings!

Aydin. Founder & CEO at SunCaged Analytics | Mentor on Marketing Intelligence

Wing is a dedicated business professional with vast experience in the field of product

development and marketing in Asia. With strong communication skills and knowledge about marketing in a startup environment, she has

carried out several successfull projects.

王令，华为交互设计师 | 前同事兼UX领路人

虽然我们在铁蛋共事的时间仅仅半年，但她似乎是

公司一个特殊的存在，因为在公司同时缺乏项目规

划和管理经验的环境下，Wing依旧会坚定自己的目

标，主动思考产品的出路，这是一种非常可贵的领

导才华。

这个西安女孩很淡定，什么也不怕的感觉。不

爱逛街，喜欢独自旅行。独立，好学，责任心

强，还闹着要学编程，抢我饭碗咋滴？总之是

上等货，扛钞票来抢！

刘洲，众安在线财产保险有限公司工程师 | 前同事兼好友

I have had the pleasure viewing Wing's professional development over the past two years, and I can state

with confidence that she is a motivated and responsible person with a high degree of integrity.

Wing worked for us on variable projects as a product manager, and based on her work, I would rank her as one of the best Product manager we have ever had.

Rico Wang, COO of Tough Egg | Advisor & Friend

Problems I would love to solve in the future:1. To improve the food safety in China;2. To alleviate social problems associated with ageing population;3. To build trust and ease communication between locals and travellers.

未来想要努力解决的问题：

中国食品安全问题；

人口老龄化带来的社会问题；

自由行途中存在的沟通和信任问题。

Q: WHERE DO I SEE MYSELF IN THE NEAR FUTURE & WHERE ARE WE HEADING TO?最后，来聊聊梦想和展望。

People say that the Internet realm can be the gigantic bubble bursting in the near future. Well, nothing lasts forever if you abuse it or misuse it. The most mesmerising part about the Web X.0 era is never about the money it burns or brings, it is about the connectivity, the interactions and the crosstalks happening spontaneously and internationally. Never have we encountered an epoch where the knowledge gets richer but the cost of sharing keeps reducing. We now have the world more flattened and transparent for everyone to discover and explore. I am standing in the middle of this storm, imaging myself being the centre of it, so powerful yet insignificant. I am now braver than ever as I feel the transformations brought by shared economy. I breathe the air of trust, fairness and freedom. Rethinking the ways we used to do business, I found myself gifted with the magic wand, waiting to be wakened, sharpened and ignited.

人们都说互联网的泡沫眼看又要破了。

物极必反，再好的东西用滥了也终将是泡沫。

互联网时代的魅力从来不在于它烧了多少钱，或赚

了多少钱，而在于它建立起的实时的，国际化的连

通性，互动性和交叉对话。我们仿佛来到了最好的

年代，眼看着知识和资源在急速扩张，而分享成本

却急速趋零。本来是球体的星球硬是被我们踏平、

贯穿，铺好了密网的我们如今可随处遨游。而我想

象着自己站在这场风暴的中心，伟大而渺小，因为

周遭发生的改变而鼓起了前所未有的勇气。我现在

呼吸着的空气，似乎透着信任、公平和自由的味

道。

如今从头思考商业的本质，既是返祖，也是超越。

弓弩上弦，刀剑出鞘。

THANK YOU.推己及人，仁爱待人。

谢谢

WHEN WE LIVE TOCARE,

WE CARE TO LIVE.

9479 0716 (SG)13709189189 (PRC)wingjay104@gmail.com https://sg.linkedin.com/in/wing104