Ziwen (Krystal) Zeng

Lead end-to-end digital audio service design for mobile, web, and in-car experiences across iHeartRadio’s 150M+ user base, driving measurable improvements in rentation, engagement and usability. 1. Designed and launched high-visibility features like Lyrics, Ads, Clips, and Sports Hub (in progress) reducing bounce rates and improving ad viewability metrics. 2. Partner with product, engineering, and data science to deliver customer-centric, data-informed solutions; facilitate workshops and usability studies to validate design decisions. 3. Contribute to Design System governance, creating scalable Figma tokens and documentation to accelerate feature development across teams. 4. Collaborate closely with stakeholders to balance business goals with user needs, telling compelling design stories that secure alignment and executive buy-in.

During the time at ByteDance, I worked in the monetization team (B2B) and mainly focused on Advertising and Douyin(TikTok) content creator related products. 1. Led 4 research projects and co-led 6 research projects (qualitative & quantitative) in collaboration with cross-functional teams to improve UX of the TikTok/Douyin Advertising & eCommerce products, which serves over 1.5 million TikTok content creators and 23,000 advertisers 2. Conducted 90+ semi-structured in-person interviews across 7 cities for foundational and strategic study on TikTok Advertising - Content Creation environment by building personas of 4 stakeholders, including influencer, advertiser, agencies and MCN (service provider); Investigated user pain points, which affected further product road maps, operational strategies and informed business decisions 3. Led 25+ usability tests across 2 product workstreams by closely working with designers to identify usability problems from the technical aspects before feature launch; Suggested information architecture redesign of regrouping/reordering existing features that help users complete tasks with higher accuracy and efficiency 4. Created user experience metrics for 2 product lines based on internal framework and HEART framework; Designed and analyzed survey to evaluate user satisfaction and inform subsequent product strategies; Built Kano model to measure user needs and prioritize features 5. Coordinated with PMs, Engineers and Designers across multiple teams to set up research goals, align research needs, update progress timely and led the collaboration on final presentation 6. Broadened the impact of research across organizations by advocating TikTok content creators’ voices and effective storytelling in presentations; Doubled research requests across organizations to support product development cycle