📍 Context
Unity is the world’s leading platform for creating and operating interactive, real-time 3D (RT3D) content. Unity empowers creators across industries and around the world. Unity markets over 50 products and services to millions of developers, creators, and operators across various industries. Worked with Unity’s Marketing team in Shanghai from 2021 to 2022. My role bridged between marketing execution and user-centered content experience optimization across different unity products, education, media, and platform campaigns.
💡 UX Re-Architecture for Unity.cn
Role: UX Content Strategist
Key Skills: Information Architecture, Content Modeling, Web Flow Design
Challenge: Unity.cn’s structure confused users; pages were product-driven, not user-centered.
Actions:
Audited all web pages (~100+)
Developed a new 3-level hierarchy based on use-case personas
Proposed modular templates for learning, industry, and product pages
Integrated SEO guidelines to match real user queries
Impact:
Traffic grew by +79% from April to July
Bounce rate decreased by 36%
Direct influence on later 3D homepage redesign
💡 Unity Bootcamp – Video-driven Learning Funnel
Role: Video Producer & Conversion Designer
Key Skills: Growth Funnel Mapping, Video Content Design, Campaign Analytics
Challenge: How to convert young learners into Unity users, using only digital touchpoints.
Actions:
Led video script, production, and release
Distributed via TikTok, Bilibili, Unity.cn, WeChat
Built a live-to-replay strategy to maximize post-event lead retention
Results:
6,438 leads, 230 conversions.
TikTok exposure: 127,705 views, Bilibili: 3,495 views
Effective signup rate from Zhihu: 20%, WeChat: 10%
💡 3D Web Homepage Concept (Now Launch)
Role: UX Concept Owner
Key Skills: Internal Prototyping
Challenge: How can Unity’s homepage reflect the product’s real capabilities in immersive 3D?
Actions:
Pitched the “3D Web Entry” concept to internal stakeholders
Developed a user flow mockup (based on category browsing behaviors)
Provided content/structure suggestions and reference examples
Result:
Officially launched at unity.cn/?type=3d
Widely praised as a branding and experience innovation in the China market
💡 Bilibili Growth through UX-driven Channel Strategy
Role: Channel Ops Lead
Key Skills: User Engagement, Content Experimentation, Performance Testing
Challenge: Unity’s Bilibili channel lacked clear video structure and retention tactics.
Actions:
A/B tested thumbnails, length, posting time
Designed content series (Bootcamp, industry cases) to increase return rate
Launched creator shoutouts & student success highlights
Impact:
Followers grew 3x: +500 → +1500 per month
Helped Unity become a featured education channel on Bilibili
💡 Localized Brand Positioning in China
Role: Digital Marketing Strategist
Key Skills: Cultural UX Adaptation, Brand Messaging, Video Localization
Challenge: Global branding messages didn’t resonate with China’s creators, educators, or developers.
Actions:
Produced localized storytelling videos for platforms like Bilibili, WeChat
Integrated brand assets into vertical campaigns (education, industry)
Built campaign narratives around relatable real-user stories
Impact:
Helped increase article PV to 340,000+ monthly
Grew user base via “MWU” campaigns and live education sessions
💡 Event-to-Digital Funnel: ChinaJoy 2021
Role: Event Experience Coordinator
Key Skills: Cross-platform UX, Offline → Online Transition Design
Challenge: How to turn ChinaJoy foot traffic into online learners?
Actions:
Created QR-based lead capture and video entry system
Connected physical experience with Bootcamp video funnel
Collaborated with event team to ensure multi-touch integration
Impact:
Contributed to 4,000+ leads, 3,000+ attendees
Improved offline-to-digital transition rate via targeted follow-ups
💡 Asset Store Campaign Ops (15+ Promotions)
Role: Ops & Visual Content Coordinator
Key Skills: Localization, Visual Design Consistency, Partner Coordination
Actions:
Localized 15 campaign landing pages and email kits
Designed affiliate banners & sales visuals for China market
Synced with global calendar to execute local adaptation
Impact:
Boosted CTR in China asset store promotions
Maintained brand consistency across regional materials
