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097 website

097 website - a trusted social hub for liquor lovers

Drove NT$40K–64K in monthly B2B revenue within 3 months through smart UX on the homepage.

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ROLE

UI/UX Designer

TIMELINE

2021 ~ 2022

TEAM

Front-end engineer, Back-end engineer, Product manager

DELIVERABLES

User Research
Interview transcripts and insight synthesis
Survey design and quantitative analysis

Product Design
User journey mapping and task flows
Low- and high-fidelity wireframes
Responsive UI designs (Mobile-first with desktop adaptations)
Interactive prototypes

Brand System Development
Logo design and typography system
Primary and secondary color palette
Component library and layout grid system

Results & business impact

NT$40K–64K Monthly Revenue from B2B Ads (Q2 2022)

In Q2 2022, the Hero Banner design drove an average of 8 brand collaborations per month, each valued at NT$5,000–8,000, generating NT$40,000–64,000 monthly revenue through premium ad placements for liquor partners.

27K Monthly Organic Visits Post-Launch

Achieved sustained visibility with 27,000+ organic visits per month (via third-party analytics), likely supported by the initial content strategy and information architecture.

Background

Due to regulatory restrictions and the relatively niche drinking culture in Taiwan, liquor-related information remains scattered and noisy. Most enthusiasts rely on Facebook groups for discussions, where the content is often inconsistent, unverified, and lacks centralized organization.

Our goal

To promote a refined and responsible drinking culture by building Taiwan’s largest and most trusted community platform dedicated to liquor enthusiasts.

Key insights

Through one-on-one interviews with 6 to 7 wine enthusiasts, I gained in-depth insights into their information-seeking behavior, social habits, and pain points. Based on the interviews, I designed and distributed a follow-up survey, receiving around 30 valid responses. The following key insights were identified:

Lack of interaction and poor content creation experience reduce user engagement.

"I just want an easy way to share my thoughts and information."
"I want to connect with more people who share the same interests."

Users are concerned about credibility and want timely, trustworthy updates.

"I want to get first-hand updates on discounts and events."

Disruptive ads and sponsored content hurt the reading experience.

“There are way too many ads — it’s really annoying.”

Questionnaire responses collected

✦

Designing the homepage for a better content discovery experience

Objective

To help users quickly find the most relevant, up-to-date, and trending content related to alcoholic beverages by optimizing content structure, navigation, and visual emphasis.

Background

User research uncovered key frustrations in content consumption: users struggled to find timely and trustworthy information, lacked a clear way to discover trending topics, felt overwhelmed by irrelevant ads, and were discouraged from engaging due to low content visibility.

Design Approach

Content Prioritization: Surfaced the latest posts and popular discussions at the top of the page to align with users' desire for immediacy and relevance.
Data-Driven Navigation: Updated the main navigation menu based on user survey data, highlighting the most searched and preferred categories.
Tag-Based Highlighting: Introduced hot topic tags to emphasize keywords users frequently engage with, improving the discoverability of community-driven content.
Visual Hierarchy: Organized layout with distinct sections (e.g., "Hot Topics", "Latest News", "Community Highlights") to guide users seamlessly through various levels of interest.

Designing for meaningful interaction

Objective

Enhance user engagement and content generation by creating an intuitive and interactive commenting experience that encourages community dialogue.

Background

User interviews revealed that a lack of interaction and poor content creation experience significantly reduced users’ motivation to contribute. Many expressed frustration with one-way posting and limited feedback, making them feel unheard and discouraged to share.

Design Approach

I designed a community-driven commenting system inspired by Reddit and D-card. Users can freely post alcohol-related articles and participate in threaded discussions. Each comment can receive replies, reactions, and emotional responses—turning static content into dynamic conversations.

Streamlining mobile content creation

Objective

Empower users to easily create and share short-form articles on mobile by designing an intuitive, distraction-free editor that lowers the barrier to entry for content contribution.

Background

From user interviews, it became clear that a non-intuitive and clunky editing experience was a key reason behind low content creation rates. To address this, I conducted competitive analysis on platforms such as Medium, Popdaily, and D-card, focusing on how they optimize writing flows for mobile users.

Design Approach

Drawing from these insights, I designed a modular, mobile-first editor where users can insert components—such as headers, paragraphs, and images—with a single tap. This approach allows for fast, flexible content assembly while maintaining clarity and consistency in article structure.

Brand system & visual Identity

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