Piyu Yang

🗼 Binance.US is an American cryptocurrency exchange platform licensed by Binance, the world leader in the sector. It offers American users secure access to more than 150 digital assets, and offers spot trading services, staking and powerful APIs for individual and institutional investors.

👩🏻‍💻 Specialize in crafting user growth strategies and optimizing user experiences throughout the product life cycle, from growth to maturity.

🖥 Platform

• Binance.US App • Binance.US Website • SaaS

Expert of

• Ensuring product and features align seamlessly with US market and are accesible to US users.

• Identifying user pain points and deriving actionable insights from data to shape product requirements for the purpose of reaching business objectives.

• Elaborating product ideas and requirement by creagting wireframe & mockup using Figma during the early planning stage.

• Refining product requirement document with data-driven and creative thinking.

• Proficient in cross-region, multi-department communication and stakeholder management.

• Efficiently managing feature prioritization and scheduling based on company quartely goal.

📣 With achievements of

• Boosted app rating by 57% by strategic finding and encouraging the right users to rate for our product.

• Increased 23% new user acquistion rate through referral program by reactivated user strategy and the implementation of push notice feature.

• Sustained and improved user retention rated by leveraging news feed feature with a well designed content push strategy, supported by market and user data.

• Enhanced the efficiency and adaptability of online campaign launches by integrating SaaS service as well as designing customised feature for business needs.

• Establishing fundamental product function which includes User Feedback, Transaction history report, and global search feature.

Apply Agile methodology into project management and be comfortable with extending responsibilities into different scopes of challenge during product development with the attitude of "no fear".

Product

• App • Website • WeChat mini-program • CMS • OMS

Expert of

• Breaking down complex business requirements into product solutions and translating them into general language.

• Being initiative on holding discussion sessions with stakeholders and developers, sales and designers for product strategy.

• Building wireframe, user flow, UX mock-up and user story based on the understanding of the business problem, the result of solution research and the discussion with the designer team.

• Finding the balance between business value, user experience, and existing resources to prioritise product optimisation tasks and new feature development into the product roadmap.

• Facilitating communication between multi-function and cross-region teams by listening to everyone to ensure the project is in smooth progress.

With achievements of

• Driving 50% revenue growth by optimising user journey on EC platform

• Increasing 85% user acquisition rate by smooth the event onboard flow on the brand community platform

• Saving 20% of total budget by resource management and well preparation/ planning before development

• Improving 25% work efficiency by adjusting management policies based on metrics result

• Enhanced the power of PRD by renovating User Stories, finalizing Glossary and emphasizing the importance of Change Logs for both front-end and back end products from zero to one.

Supported brand to define business requirements into social product and led the social team to complete continuously content creation tasks in high morale.

Expert of

• Brokedown business target into social content strategy.

• Proposed communication optimisation strategy based on content/campaign analysing results and consumer analysis

• Built consumer segment model via massive data result on consumer behaviour research

• Drafted social product or content brief with key communicating highlights to the creative team.

• As coordinator between multi-functional teams to influence team leader on resource decision by communication skill

• Facilitated day-to-day communication with the brand to get the full picture of their business strategy and goal.

• Managed daily tasks and ensured project results deliver timely.

With achievements of

• Drove 12% of followers increase on main official social account (with 1,000,000 based followers)

• Improved 100% execution efficiency by well timeline arrangement task by task