︎︎︎ Back

Co-Founder, Product Owner, Product Designer


When WeChat launched its first mini-programs, I realized websites would soon become redundant in China and saw an opportunity to create a Shopify-clone for China. Yumi would users publish shops as WeChat mini-programs instead of websites and from there, leverage WeChat’s features to power social commerce through affiliate sales. I recruited some friends to team-up, and we began our start-up journey.

Product-Market Fit Validation

We started by defining the business model and key user personas. We conducted hundreds of interviews and surveys to invalidate our riskiest assumptions. Results were captured on an experiment board. We decided to target local independent D2C brands and solve their biggest painpoint of not being able to convert WeChat content to sales. We also discovered a secondary opportunity to service foreign brands who wanted to sell to China but weren’t able to get set-up on WeChat.

  • Lean Business Canvas
  • User personas
  • Qualitative interviews
  • Quantitative surveys
  • Product-market fit testing

Customer interviews

Lean validation board


Leveraging the brands we had connected with through product-market fit research, we signed our first paying customers. We created a company vision and set OKRs to support the vision. Each department ran weekly experiments to test different growth hypotheses. We designed a Growth Equation and tracked key metrics to iterate on our MVP.

  • OKRs/KPIs
  • User funnels 
  • Growth experiments
  • Analytics

Growth Equation

Marketing experiment: Community events

UX/UI Design

I was responsible for all UX and UI. I designed our merchant web dashboard using Shopify’s Polaris design system. I also designed our WeChat mini-program’s full user journey and UI. We used Sketch for wireframes, flows and UI boards with type guidelines and component libraries for design consistency. Completed designs were then synced to Zeplin for team feedback and hand-off.

  • Design Systems
  • User Flows
  • Prototyping
  • Sketch
  • Figma
  • Zeplin

API guide documentation
WeChat Mini-program user journey

Design mock-ups in Sketch
Design validation in Zeplin

Agile Development

We adopted Agile and used Jira to manage design and development sprints following the Scrum framework.
  • Agile
  • Scrum
  • Atlassian: Jira

 Jira sprints
WeChat shop for Roland Mouret