Hi, I'm Shihao 👋
Senior User Research Expert with entrepreneurial mindset. Passionate about data-driven decision making and user experience optimization.
SW

About

8+ years leading cross-functional user research initiatives in tech and finance industries. Master's in Marketing Management from University of Southampton, Led key projects at ByteDance's TikTok and E-commerce division, Drive user experience optimization for Alipay User Growth.. Proficient in quantitative research and strategic consulting.

Work Experience

Q

Qifu Tech

Oct 2024 - Present
User Research Lead
Conducted user research and data analysis to support key business decisions for Qifu Tech. Mainly focus on user growth strategy and product experience optimization.
B

ByteDance

Sep 2021 - Jan 2024
Senior Strategic User Research Expert
Conducted user research and data analysis to support key business decisions for TikTok E-commerce and TikTok platform.Built user experience frameworks and led cross-functional initiatives to improve core metrics (e.g., user retention, engagement).
A

Ant Group

Sep 2020 - Sep 2021
Senior Business Experience Specialist
Optimized user growth and product experience for Alipay through behavioral analysis and user research.
I

Ipsos China

Apr 2016 - Sep 2020
Senior Research Manager
Led full-cycle consumer insights projects (brand positioning, loyalty, decision journey, etc.) for clients in tech and finance.

Education

U

University of Southampton

2014 - 2015
MSc Marketing Management
U

University College Cork

2012 - 2014
BSc Business Economics

Skills

User Research
Data Analysis
SQL
SPSS
Python
Market Strategy
Cross-functional Leadership
Bilingual Communication
My Projects

Check out my work

I've worked on a variety of projects, from user growth, brand strategy to user experience. Here are a few of my favorites.

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Brand Study
User Journey Mapping

TikTok Brand Trust Study

Developed content trust evaluation system during COVID-19, improving long-term user retention by 25%

Brand Study

Alipay Growth Optimization

Redesigned user authentication flow increasing new user activation rate by 18%

User Journey Mapping
LinkedIn