Tencent Media Lab, an innovative subset of Tencent, is at the forefront of developing revolutionary multimedia technologies. Specializing in multimedia compression engines, interactive media, and intelligent media, the lab’s advancements significantly influence various industries through integration into platforms like Tencent Cloud and Tencent Games. The lab is a global leader in formulating international multimedia standards and has received numerous prestigious awards for its contributions.
This summer, I worked under the Product Management team at Tencent Media Lab (TML), where I conducted a comprehensive usability evaluation of our website, led the redesigned the visual guideline, and generated hi-fi prototypes that provide solutions?
Issues:
The contact page currently serves three distinct purposes but uses a single, generalized form, collecting only basic information. This can lead to potential miscommunication and inefficiency in directing inquiries to the appropriate departments.
Implemented Solution:
Dedicated contact forms were created for each purpose, with customized fields tailored to specific inquiries. Progressive disclosure techniques were also implemented for more detailed requests, and automated confirmation messages with follow-up expectations were added to ensure users feel reassured that their inquiries are being addressed.
Prototype:
Issues:
The website's menu structure is misaligned with user expectations, featuring unfamiliar headings and a lack of logical grouping. Additionally, the unclear visual hierarchy makes it difficult to differentiate content levels.Impact:
Users find it challenging to navigate, understand information flow, and identify key points, requiring more cognitive effort and diminishing the browsing experience.
Implemented Solution:
Introduce horizontal headings to streamline navigation, add secondary menus to organize complex topics, and implement a search function to allow users to quickly find specific information, enhancing the overall user experience.
Prototype:
Based on site analytics and market research, we've identified three primary audiences: the General Public, Job Seekers, and Collaborators. By understanding their unique needs and challenges, we can tailor the website's content and structure to improve user experience, engagement, and conversions. Below, representative user personas illustrate their goals, pain points, and proposed solutions.
Through detailed analysis of our website's user data coupled with analog research, I began by assigning distinct labels to our users, grouping them into coherent clusters.
To gain deeper insights into their preferences and behaviors, I conducted strategic interviews with select individuals from each segment, and synthesized their responses to identify three primary audience types accompanied by representative user personas.
Taking initiative
My internship at Tencent’s Multimedia Lab was transformative, offering practical insights that enriched my understanding of engineering immersive experiences and the corporate landscape, enabling me to approach real-world challenges with a more informed and professional perspective.
Reach for the Low-Hanging Fruit
I also learned the value of prioritizing quick wins—addressing immediate, smaller challenges that yielded tangible results. By focusing on these low-hanging fruits, I was able to build momentum, boost team morale, and pave the way for tackling more complex, long-term projects.
Flexibility
My time at Tencent taught me the importance of adaptability in a fast-paced environment. Shifting between various tasks and adjusting to evolving project requirements sharpened my ability to remain resourceful and resilient, ensuring I could contribute effectively no matter the circumstance.
