Cheng-Ju Wu

Context and assignment | November 2024–January 2025

Picktrip was an early-stage travel-tech startup project. I worked on market research and pre-launch marketing planning. With limited resources, the team needed an initial market, an understandable product proposition and a less burdensome first-use experience in the app.

Market choice | Demand and operating conditions

I researched the number and age distribution of Taiwan outbound travellers by destination. In the research used at the time, Japan had the largest visitor volume and a broad age range. Demand was only one consideration: the partner travel agency held a licence for Japan-related business, while the startup's initial flight business was better suited to focusing on a single market. Combining these factors supported the team's decision to focus on Japan itinerary planning during my involvement.

Marketing proposal 1 | Broad awareness through smaller creators

I proposed collaborations with micro-creators to introduce the brand to a wider audience. The first priority was early-stage brand exposure and awareness.

Marketing proposal 2 | Deeper understanding through long-form video

The second proposal used longer videos to explain the product and its use cases in greater depth. Copy concepts also referenced the comparable product 去趣 as a familiar point of comparison during the campaign period, aiming to reduce the effort needed to understand a new service.

Product-experience proposal | Swipe-based preference capture

For the initial preference-setting flow, I proposed left/right choices instead of checkbox and free-text inputs. The aim was to reduce input effort and interaction friction.

Outcomes and limits

Confirmed outputs were the Japan-focused market direction, two marketing proposals and preference-capture recommendations. No A/B test had been run, and I cannot confirm which marketing or interface suggestions were eventually adopted. No exposure growth, conversion uplift or measured friction reduction is claimed. I subsequently left the team and the product direction changed; this account covers only my period of involvement.

Context and problem | March–June 2024

This was an RMIT Industry Experience collaboration with withcashback. The business lacked a user database and online replies were not sufficiently timely. It needed both a response mechanism and a way to retain prospective customers' contact details.

Task and implementation | Connecting an existing tool

I integrated Tidio's existing AI-response and email-capture features so the website could provide automated replies and collect email addresses to begin building a prospect list.

Live use and confirmed outcome

The functionality went into live use. By the end of the project, it had collected three customer email addresses, creating an initial set of contacts for follow-up.

Context and evidence boundaries

The project took place during an interest-rate-hiking environment. Rate increases had a major impact on the lending industry, resulting in a low volume of collected contacts. The project could not generate usable response-time, satisfaction, lead-conversion or revenue-change data.

Project value

The confirmed change was an operational process for automated responses and contact capture, starting a contact list where no user database had existed. Its longer-term value would need to be assessed through continued use, tracking and customer follow-up.