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As the lead Interaction Designer for Xiaozhitiao — Kwai's first interactive feature — I spearheaded data-driven UX optimization, mastering how to leverage analytics insights to fuel iterative product enhancements.

Role

Interaction Designer

Duration

2024

Type

Kwai · Social Business

What is Xiaozhitiao？

Xiaozhitiao is Kwai's social interaction feature enabling users to exchange real-name and anonymous messages with mutual friends or strangers.

Whimsical message-delivery feature for friends

Adolescent social behaviors are driven by status display and emotional companionship

Anonymous chats and randomized message drops to strangers

Limited diversity in in-platform interactive mechanics

What did I do in the project?

Mapping user cognition

Define interaction paradigms

Through systematic audit of Kwai user-generated content, I identified dominant user cognition of Xiaozhitiao as an information carrier with higher-engagement.

User perception

Paper Plane

"Game"

User perception

XiaoZhiTiao

"Messaging"

Analyze feature-specific metrics

to drive core KPIs

Post-MVP launch, we leveraged funnel conversion rates and core action CTR analytics to refine page experiences.

UX Optimization

Message Send Rate

+7.87%

Home Feed Impressions

+13.86%

Negative Feedback

-65.75%

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Recipient users clicked 'See More' at a rate 1.7 times higher than sender users.
Users exhibit 70% higher engagement in exploring received notes versus sent notes.
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User-propagated Xiaozhitiao content predominantly features single-note
Capitalize on peak sharing motivation during note viewing by embedding 'Share' button in the detail page.
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CTR of notification card of friend chat is 37.27%
The click rate is lower than that of most other types of message cards.
The notification card for Xiaozhitiao in 1:1 chats fails to convey message content — its visual indistinguishability from activity cards.
Notification cards for Xiaozhitiao prevent differentiation - users struggle to distinguish content.
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