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Scope & timeline
Industries
Team
My Role
Contribution
Tools
Overview
Spirits discovery in the Mandarin-speaking market was fragmented — no platform combined bottle identification, tasting notes, and community in one place. Spiritz Explorer fills that gap.
Strategy
The strategy was focused — build a system and knowledge base that grows with the user.
Instant identification through scanning and search
Structured tasting documentation that builds personal tasting note over time
A curated knowledge base that lowers the barrier to entry for new enthusiasts.
The focus was on designing a single, connected workflow — bringing all three together to validate the end-to-end experience.
Design process
To ground the design in real behaviour, I studied the spirits space and ran expert interviews with an early MVP — learning how enthusiasts actually discover, document, and build their knowledge. After launch, GA analysis revealed drop-off issues on key pages, prompting a layout and flow restructure with the team. A/B test results from the marketing team's ad reports also informed a refreshed ad design direction.
3 spirits experts. Real tasks. Real feedback.
Challenges
The first major challenge came early — users weren't getting accurate results from label scanning, which was the app's core feature. I collaborated with the engineering team on model testing, while focusing on iterating the scanning flow and UI to improve the overall experience. Together, we raised accuracy from 64% to 95%.
The second challenge was coverage. Users couldn't find common spirits in the database, which broke trust in the product. As the dataset expanded through dealer partnerships, I designed an end-to-end user upload flow — from submission and review, to the information page setup. I also defined the operation guidelines for the management platform and delivered it to the client for ongoing use.
Addressing both issues had a direct impact on user satisfaction — App Store ratings improved from 3.5 to 4.4, and Google Play from 3.0 to 3.8.
Comments form early users
Visual & System Design
Through competitor analysis, I identified an opportunity to differentiate within the spirits category — positioning Spiritz Explorer as premium yet approachable.
I created a logo rooted in spirits culture, designed to be distinctive and memorable. From there, I built a scalable design system that defined color tokens, surface hierarchy, and component structure — keeping the experience consistent across the mobile app and management platform.
The system was designed not just for launch, but to scale with future features and community growth.
Design system built
The visual identity extended beyond the app — applied consistently across graphic design, campaign pages, and advertising materials.
The CMS admin platform was also within my scope, designed to support spirits data management and the review of user-submitted content.
Achievement badges & campaign
CMS admin panel
Design
Spirits product detail
Flavor explore page
AI chatbot with prompt cards
Collaboration
I worked closely with the development team throughout the project — defining the MVP scope together, and finding the right balance between technical constraints and UX priorities.
Working in a Scrum environment, I iterated quickly and regularly aligned with the team on feasibility across different design directions. Every decision involved trade-offs — balancing the needs of the platform, the brand, the user experience, and the technical and time constraints we were working within. The goal was always to maximize outcome with limited resources, and keep moving the product forward to validate market fit.
Impact
Since launch, Spiritz Explorer has grown to 12,000 members — with an overall estimated conversion rate of 32%, reaching up to 40% in the early stage. The app holds a 4.4 rating on the App Store and 3.8 on Google Play, reflecting a product experience that resonates with its users.
More than the numbers, it has built a community within the spirits space in Taiwan.
