Data-Informed Dual-Market Expansion at Startup
Transformed business expansion decision into a structured product strategy to drive growth across new regional and new mobile OS markets.
Reached 3 million+ users across the Southeast Asia region
Accelerated product launch, zero functional rework among 3 squads.
Company
Glints
Role
Product owner & Design team leader
Year
2022 Q2 - 2022 Q4
Market-Driven OS Pivot
To solve the risk of ignoring a high-loyalty segment in Vietnam — where iOS market share (33.04%) was 3.7x higher than our core Indonesian market (8.93%) — I synthesized this 31% average adoption rate to secure Director level buy-in for a dual-OS launch strategy.
Comparative market analysis as iOS segment in Vietnam (averaging ~31%) against the Android-dominant Indonesian core market.
Optimized Regional Discovery
To solve for the lack of local user and market insights within this 0-to-1 product scope, I hired a local designer to initiate the project from hyperlocal discovery process, ensuring product prioritization and features were tailored to the new market’s needs while upholding the company's "mobile-first" user growth strategy.
"When job-hunting in a competitive job market, I want to find relevant roles fast so I can progress; but help me trust this foreign platform provides the same local opportunity as domestic leaders."
- JTBD from local user research
Scalable Governance & System
To unify the product roadmap and accelerate product delivery, I facilitated a 4-function alignment framework and institutionalized a design system as the single source of truth, enabling the extension of our product ecosystem to a new region and new mobile OS with zero rework.
View more Glints Design System
A snapshot of the remote alignment workshop where I facilitated to synchronize success metrics among Product and Operation departments.
Turn challenge into value together