UI Design & Branding/Marketing

Reviving Value – Marketing for YOYO Second-Han Marketplace

Roles

Brand&Marketing
UIUX Design
Graphic Design
Event Planning

Tools

Figma
Adobe Illustrator
Photoshop

Timeline

July 2024 - Present

Background & Motivation

Boston hosts a large population of Chinese international students and expats, creating a high demand for second-hand goods due to frequent relocations. Existing platforms are either costly or inefficient, highlighting the need for a dedicated, user-friendly marketplace. YOYO was founded to address this gap, offering a commission-free platform tailored to this community.

Project Overview

YOYO is a second-hand trading platform designed primarily for the Chinese community in Boston. The platform facilitates seamless transactions without platform fees and is continuously evolving, with plans to introduce multi-language support for a broader audience.

Goal

The project aims to create an accessible, trustworthy marketplace that simplifies second-hand transactions, enhances user experience, and increases YOYO’s brand recognition within the target demographic.

My Contribution

UX/UI Design:
Led the end-to-end design of the YOYO secondhand trading app, focusing on usability and brand consistency. Designed in-app banners and optimized the browsing experience. Collaborated with the engineering team to successfully launch the app on the Apple Store.
Event Planning & User Acquisition:
Organized a secondhand furniture market in Beacon Hill with 100+ attendees and achieved a 30%+ purchase conversion rate.
Branding & Marketing:
Created cohesive visual identity and designed promotional materials and merchandise, which boosted brand awareness and user retention. Also built a user-friendly logistics system to improve transaction efficiency.

Brand Identity & Design

To build a cohesive brand presence for YOYO, I designed a distinctive dolphin logo that embodies fluidity, trust, and seamless second-hand transactions. Expanding beyond digital UI, I crafted in-app banners, icons, and physical merchandise such as packaging and promotional items, ensuring a unified brand experience.
Every design choice aimed to make YOYO not just a platform, but a recognizable and engaging community.

Impact & Reflection

Through my work with YOYO, I helped shape not just a product, but a full-service second-hand furniture platform that resonated with the needs of international students. From branding and UI/UX design to marketing strategy and logistics optimization, this project taught me how to collaborate across disciplines and execute solutions that balance user empathy with business impact.

Key Outcomes
‍Successfully launched YOYO on the Apple Store and Android platforms
Drove over 100+ event attendees and achieved a 30%+ purchase conversion rate at our offline market
Strengthened brand awareness through cohesive visuals and storytelling across channels

Reviving Value – Marketing for YOYO Second-Han Marketplace

Brand Identity & Design

Impact & Reflection

I'd love to chat about design, film and anything new. Please reach out to me :)