Summary
As a Senior R&D Engineer, I played a pivotal role in driving user growth initiatives across Didi's diverse business lines, including Didi Alliance, Ride-hailing, Chengxin Preferred, and the broader UT User Growth Department. My contributions spanned leading 0-to-1 project builds, optimizing core systems for performance and scalability, and implementing strategic features that significantly impacted user acquisition, retention, and operational efficiency. I also took on leadership responsibilities, guiding teams and fostering cross-functional collaboration to achieve key business objectives.
Highlights
Led the end-to-end development of Didi Alliance from concept to launch, designing and implementing a microservices-based system that covered core functionalities like merchant onboarding, promotion, user engagement, data dashboards, and billing. This initiative filled a strategic gap in B2B growth, enabling rapid validation of alliance business models for ride-hailing scenarios.
Spearheaded the development of a rule engine system using TCA interpreter and DSL for marketing activities, enabling flexible configuration of diverse marketing rules. This standardized and streamlined activity orchestration, resolving issues of custom development and poor reusability, resulting in 100+ reusable components and supporting the rapid deployment of 49 marketing campaigns.
Implemented standardized activity orchestration and attribution processes, integrating BPMN principles to facilitate rapid integration with 10+ business lines (e.g., ride-hailing, Huaxiao Pig, freight,代驾, refueling). This initiative doubled order volume and tripled new user acquisition.
Enhanced alliance promotion capabilities by supporting offline promotion, individual referral, and alliance gift packages, enabling flexible customization and lightweight cross-industry collaborations. This supported partnerships with 10+ internet companies and 100+ offline scenarios.
Implemented a robust offline promotion management system and a 'one-code-multiple-promotion' model, significantly improving promotion efficiency. Achieved peak offline promotion scale, with a 133% year-over-year growth in scale and a 19% reduction in customer acquisition cost (CAC) through blacklist system, data dashboard optimization, and geofencing.
Developed comprehensive reward and incentive mechanisms, including tiered systems, performance bonuses, and task-based incentives, to meet refined operational demands and enhance merchant migration capabilities.
Contributed to the stable migration of real-time data dashboards from ClickHouse to StarRocks using a dual-write/dual-read strategy, ensuring data consistency and zero loss. Implemented real-time monitoring and alerting, reducing data inconsistency detection and response time to minutes, and improving interface success rate by 30% at the 95th percentile post-migration.
Developed the Didi Merchant Platform, supporting external merchant product and order management, coupon generation, and logistics tracking, which reduced operational costs by 30%. Optimized coupon issuance system, improving efficiency by 40%.
Led the internationalization of the Ride-hailing Discount Mall, replacing temporary solutions with a configurable architecture to enhance system reusability and accelerate development for Hong Kong and other regions. Post-launch, observed significant increase in user package purchases, with English new user proportion increasing to 24% and inactive user recall rate to 21%.
Optimized the 'Smart Package' recommendation logic on the Didi main app pop-up page, supporting multi-category recommendations. Collaborated with downstream systems to re-engineer interfaces, resulting in a nearly 30% improvement in interface response speed.
Contributed to the 'Gather Popularity - Get Goodies' and 'Earning Center' projects, providing core capabilities for product sales, flash sales, and delivery. This supported brand marketing and user acquisition for special express services, providing strong support for new city launches.
Developed 'Chengxin Preferred - Daily Cash', a key growth driver, which acquired 90% of new users and doubled the inactive user recall rate over 40 consecutive days.
Collaborated with algorithm and data teams to optimize the 'Infinite Speed' system, reducing registration CAC by 25% and first-order CAC by 80%.
Re-architected 'Chengxin Preferred - Daily Cash' into a universal growth tool, empowering growth across various business lines within the group.
Proactively developed business-related robots, assisting customer service and development teams in more efficiently locating issues and querying data.
Contributed to the formulation of departmental standards, including interface specifications, naming conventions, error code standards, and stability enhancement processes for new system launches.