In a two months special international project, I coordinated PMs and researchers across two Meta apps and different business verticals, managed international vendors, conducted a 3 step research project and provided the business with a clear picture of risks and potentials, and a list of critical infrastructure required to success in the target market.
Context: International Expansion in Southeast Asia
As the lead user researcher, I played a pivotal role in addressing the challenges faced by the commerce platform PM, who was focused on growth, and the IG shopping PM, who was grappling with capacity limitations for expansion.
Our team embarked on a journey to explore the unknown landscape of commerce in Japan, ranging from well-established brands to niche boutique retailers.
Approach: 3 step study
I spearheaded the coordination of PMs and researchers within Facebook's Commerce Platform and Instagram Shopping team, ensuring a cohesive and collaborative approach.
To gain comprehensive insights, I meticulously designed and supervised a complex, 3-step study:
Conducted stakeholder interviews with marketing and business development partners at the Tokyo office, enabling us to understand the market principles and address the needs and concerns of marketing professionals.
Organized a focus group to obtain initial understanding and insights into the market landscape.
Orchestrated multiple in-depth interviews and contextual inquiries, delving deep into the perspectives of both large brands and boutique retailers.
I took charge of international vendor management, diligently identifying and recruiting suitable participants, arranging for native language facilitators, and ensuring real-time translation services
In order to foster a culture of empathy and user-centric insights, I actively engaged PMs and Designers from the platform and vertical teams, advocating for the value of their involvement.
Impact: Identified the critical infrastructure needed for success
Through my contributions, the two teams successfully aligned on a target market, Japan, and key decision topics, paving the way for strategic growth.
The study revealed significant risks and hurdles that were previously unknown to the PM and engineering leadership, leading to a profound shift in Meta's investment strategy for international IG shopping.
While acknowledging the advantages of IG shopping, we recognized that existing platforms still held sway, necessitating careful evaluation before considering a switch.
Furthermore, the study shed light on practical challenges, including the need for substantial investment in partnering with Japanese market payment and delivery providers, which exceeded initial estimations.
