Commercial Experience Design at Meituan
Product Design Intern | Advertising & Merchant Growth
Designed strategic advertising tools for millions of merchants on China's leading local services platform, spanning food delivery, in-store businesses, and AI-driven growth modules. My works focused on bridging the gap between complex advertising technology and merchant business growth.
May 2025 - Aug 2025
Internship
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Skills:
UX Design, Competitors research
Redesign, Information Architecture ​
Feature Spotlight 01:
AI Advertising Diagnostic Module
Building Trust & Strategic Confidence for Small Business Owners
Built from 0 to 1 + Iteration: a high-trust, AI diagnostic framework to bridge the professional advertising gap. Achieved a 23% increase in adoption rate and a 74% reduction in operational time for Small Business Owners.
The project focused on using AI and multi-dimensional data to generate personalized advertising recommendations for merchants. I drove the end-to-end design from 0-to-1 MVP launch through subsequent iterations, covering the full funnel including entry exposure, AI insights presentation, conversational interaction, and decision-making for recommendation adoption.The MVP and subsequent iterations were successfully launched. The MVP reached 23,000+ clicks in its first month with a limited merchant rollout, and the second iteration improved recommendation adoption by 23%, contributing to higher advertising conversion.
Feature Spotlight 02:
Ad Creation & Campaign Management Redesign
Optimizing Cognitive Load & Decision Efficiency in Complex
Strategic Workflow Restructuring: Redesigned the information architecture for multi-platform ad creation, resulting in enhanced task completion speed and reduced drop-off rates during the bidding process.
The project focused on restructuring the ad creation and bidding setup across PC and mobile platforms. I formulated four core design strategies—recognition, operation, decision-making, and alignment—to streamline complex commercial logic. The redesigned flow and copywriting standards were successfully implemented, significantly improving merchant navigation efficiency.