🎯 Project Overview

The project revolves around optimizing the CN B2B platform, the product initially designed as a global solution (check more details) without specific customization for its core audience—SMEs in China's foreign trade sector.

Despite iterative improvements were made, the platform faces challenges due to

A lack of systematic optimization tailored to the CN B2B user scenarios, leading to persistently high customer complaints primarily related to feature consultation and information transparency issues.
Additionally, the current information architecture & navigation system design cannot support the following strategic shifts in business aim to enhance new product capabilities (Invoice, Loan), payment product strategies (Pay to China), and business growth tactics.

Goal

Supporting business product growth over the next 6 months. Optimization was divided into two milestones: information architecture & core page UI optimization, and functional streamline optimization. (This case study will focus on the milestone 1 - IA & Core page UI optimization)

<aside> 🔥 The core problem statements are

How might we organize product features and information architecture to make the platform more aligned with the cognitive expectations and needs of our target customers?
How might we integrate product capabilities with business growth strategies to ensure scalability? </aside>

🧩 Project Execution

User Research

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Based on business strategy and customer size, we will focus on T2,T3,T4 (part) expansion, increase more foreign exchange penetration, and bring business revenue

	WF Current customer	Mid-size customer in bank	Small-size customer in bank (Target user group)
Customer types	Active users	L-M size foreign trader	S-M size foreign trader
Customer tier	T0 ~ T4	T0,T1	T2,T3,T4
Ave. FX Pnene	32%	28%	59%
Ave. Pay to CN	13%	7.5%	46%

Target user group persona

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User Main Pain-point

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