Project Overview

Led a brand renewal project to consolidate customer data scattered across multiple platforms and redefine brand identity. Beyond simple UI improvements, we explored differentiated feature possibilities leveraging cutting-edge technologies like MyData to attract potential customers and established a strategic roadmap.

The Challenge

• Data Fragmentation: Ad performance and customer behavior data scattered across multiple platforms, making integrated customer journey analysis and decision-making difficult
• Lack of New Growth Drivers: Beyond the existing consultation-based model, insufficient service features to attract potential customers and increase engagement
• Technical Constraints: While wanting to adopt innovations like MyData, uncertainties in data availability timelines and development milestones limited immediate implementation

Strategy / Solution

1. Platform Data Internalization Design: Designed a BigQuery-based architecture to unify scattered performance data, reducing external solution dependency and securing data sovereignty.
2. New Feature & MyData Utilization Proposal: Defined new features for customer acquisition including personalized benefit recommendations using financial/telecom data, and validated technical feasibility.
3. Development Milestone Coordination: Confirmed realistic implementation scope through dev team collaboration, designing data schemas ahead of official MyData launch as a "prepared preemption" strategy.

"Data internalization goes beyond improving analytical accuracy — it's about building the solid foundation for future technologies like MyData to flourish."

Execution

• Key Activities: Homepage IA creation and user journey design, MyData utilization scenario planning, DB structure design for data integration
• Communication: Established phased deployment strategy and technical handover preparation through CTO-level coordination

Results