Pin Yuan

Experience

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  Staples Office Supplies

  Jul 2011 - Jul 2012

  Marketing Research Specialist

  _World’s leading office retail company. Held and analyzed customer satisfaction survey every month and worked closely with sales department to increase sales performance.

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  Wunderman Thompson WPP

  Jul 2012 - Oct 2014

  Account Executive
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  Wunderman Thompson WPP

  Jan 2016 - Jul 2017

  Brand Strategist

  - Consumer insights research and analysis, brand strategy planning.- Clients: Unicharm, Mikimoto,Shiseido AUPRES, Estée Lauder, L'Oréal Group: Kiehl’s, Lancôme.■ Estée Lauder Conducted qualitative user interviews and competitor analysis for the best seller -ANR Family’s annual campaign. The whole project achieved over 200% for the original KPI.■ Unicharm SOFY - A Japanese leading hygiene product brand, delivered 6 sub-brands’ annual online and offline campaigns from exploring consumer insights to strategy planning, to achieve sales target and deliver KPIs.- Analysed consumer behavior pattern and developed a marketing strategy foundation to all the global campaigns based on the consumer research in APAC. Show less

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  TRIBE ORGANIC

  Jul 2017 - Mar 2019

  Marketing Insights Manager

  ■ Business strategy planning for 2 brands: TRIBE Organic restaurant, TRIBE Nutrition meal plan subscription service._ Collected and analyzed customer feedback to improve meal plan service._Led and executed 5 cross-brand collaboration events monthly, revenue increased at 152%._Solid relations with athletes ambassadors to build brand awareness for TRIBE Nutrition, which results in a 48% monthly sales growth._Pitched media interviews to increase TRIBE Nutrition exposure.

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  University of the Arts London

  Sept 2019 - Jan 2021

  Service Design Candidate

  A multidisciplinary programme using participatory research and service design to tackle humanitarian and ecological challenges.Course units: Design Research, Co-design for sustainable futures, Social Impact and Enterprise■ Southwark Council: tackling food insecurity for low-income single moms and large families- Led 25 user and expert in-depth interviews, 5 field research in food charities.- Created prototypes and led guerrilla co-design sessions with large families and single parents, processed the outputs of user research and analysed key findings.- Designed a storyboard and presented to over 50 council members, successfully adopted by the council in future garden projects for local communities.■ Service Design for African Caribbean families to prevent heart disease- Final shortlist: 2020 student service design challenge initiated by Philips Experience Design and IBM.- Led design research: card sorting, cultural probes with single moms, co-design usability sessions with families and experts.(dietician, council leaders and community kitchen)- Delivered a charitable service to help African and Caribbean young parents eat healthily on a budget, to reduce their future risk of having heart disease. - Created 4 reports and videos to present findings.- Tools: Journey Mapping, What if Scenario, Business Model Canvas, Service Blueprint, Value Proposition.■ Speculative co-design project: 2120 The adventure in a future of rewilding- Exhibited in London Design Festival. - Facilitated 7 remote co-design sessions with architect, scientists, farmers, sustainability officer at UK Green Building Council, rewilding leader in Norfolk.Outcome: https://giuliacapasso.wixsite.com/expedition-to-2120 Show less

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  THG

  Jun 2021 - Jun 2022

  Design Researcher

  - Led both discovery and evaluative research including workshop facilitation, usability testing, in-depth interviews, contextual inquiry, card sort, survey, rapid prototyping, to inform new product launches, drive digital feature improvements on self-owned retail brands (MyProtein, Coggles, LookFantastic), native apps, and external clients.- Lead researcher on a complex digital product including over 15 features, planned and facilitated co-design workshops with senior stakeholders to build personas and create a long-term research roadmap.- Managed key stakeholders by presenting research insights and organising cross-functional teams collaborations across UX & design, product and development teams. Show less

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  Opencast

  Jun 2022 - now

  Design Researcher

  Opencast is a highly skilled technology consultancy, specialising in work across government, global finance and growth enterprise, providing a range of digital consultancy and services.- DWP Health: Building the identity verification journey into Personal Independence Payment online application. I delivered quality research work on complex journeys under extreme tight timeline. - HMRC: Leading and implementing the research strategy from Discovery to Beta on building an API for 3rd party software providers. Show less

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  HM Revenue & Customs

  Jun 2023 - Jun 2024

  Design Researcher
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  Bamboo Builders

  Aug 2023 - Dec 2023

  Service Designer - out of hours

  Bamboo Builders is an educational social enterprise to empower young people becoming social entrepreneurs.I'm working with the co-founder and core members to:- Shape the train the trainer process by facilitating journey mapping and co-design workshops that identified key insights and opportunities, and developed new ideas.- Improve the end to end customer journey to acquire new customers.