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Summary
Type
Digital Consulting
My Role
UX Design Director
Business Model
Agency
Location
Shanghai
Engagement
3 months
Core Brief
Build a new venture
In 2016, while working as UX Design Director at digital agency Razorfish, I consulted GrandVision on their China market entry. The objective was to develop and implement a comprehensive go-to-market strategy that leveraged digital to drive omni-channel growth across 500+ retail locations. My role included advising the China CEO and leading a cross-functional team across UX, engineering, analytics, and marketing to create a customer journey that connected physical retail with digital touchpoints. The scope spanned attribution modeling, performance marketing, full-funnel analytics, and product development.
Go-to-market
The GTM strategy blended digital and physical channels to maximize reach and conversion. We combined targeted online advertising and WeChat campaigns with traditional billboards and in-store promotions to drive foot traffic. I worked alongside the media agency and internal marketing team to align spend across D2C e-commerce, CRM activations, and offline conversions. Attribution modeling was introduced to track performance across channels — a key need in China’s fragmented consumer environment.
Product & Design
As UX Design Director, I led the design team and collaborated with engineers and the business intelligence group to reimagine the end-to-end customer experience. We overhauled GrandVision’s local digital presence, rebuilt key digital journeys (store locator, product discovery, appointment booking), and introduced a modular design system to support rollout across multiple cities. I worked closely with the China CEO to ensure our product recommendations aligned with both global brand standards and local user expectations.
Lessons & Resources
One major challenge was adapting legacy systems from Europe to China’s fast-moving and platform-specific ecosystem. Many western tools and data models were incompatible with how Chinese users engaged via mobile-first platforms like WeChat or relied on QR-based interactions. This required a significant shift in tooling, workflows, and performance expectations. Localizing not just language but infrastructure was key to making the digital strategy stick.