Are we paying enough attention to our backends?

1. ARE WE PAYING ENOUGH ATTENTION TO OUR
BACK-ENDS?
UX Meet-up FEB 03INTRO
EMMANUEL FLORES

2. UX Meet-up FEB 03
From architecture to experience
Exploring the dynamic within the dynamic
WEFLEX
Alipay - Unionpay - Tenpay
A PAYMENT ECOSYSTEM
Looking behind your back
TARGET THE VERTICALS
Migrating to the west
UPSCALING
A
B
C
D
E
UX BACKENDS

3. UX Meet-up FEB 03A – UX BACKENDS
Architecture-driven UX
• Product ecosystem is becoming complex.
• User-Centred vs Architecture-Centred?
• Architecture emerges in the PBB.

4. Backends are deeply inspiring.And ultimately, backends are deeply inspiring.
UX Meet-up FEB 03A – UX BACKENDS

5. UX Meet-up FEB 03
From architecture to experience
Exploring the dynamic within the dynamic
WEFLEX
Alipay - Unionpay - Tenpay
A PAYMENT ECOSYSTEM
Looking behind your back
TARGET THE VERTICALS
Migrating to the west
UPSCALING
A
B
C
D
E
UX BACKENDS

6. WeFlex
• Shanghai-based startup.
• Online Platform offering fitness lessons.
• WeChat as POS.
• Product Strategy consultant.
• Since October 2015 (November).

7. UX Meet-up FEB 03
Suppliers Studios WeFlex
Backend
Users
A B D
C
B – WEFLEX
Service logic

8. UX Meet-up FEB 03
Service logic
Suppliers Studios WeFlex
Backend
Users
A B E
C
Consumer apps
E
B – WEFLEX
Move to diversify payment methods

9. UX Meet-up FEB 03
Service logic
Suppliers Studios WeFlex
Backend
Users
A B D
C
Consumer apps
E
B – WEFLEX
!

10. UX Meet-up FEB 03
Service logic
Suppliers Studios WeFlex
Backend
Users
A B D
C
Consumer apps
E
ScaleSQL vs NoSQL
B – WEFLEX

11. UX Meet-up FEB 03
From architecture to experience
Exploring the dynamic within the dynamic
WEFLEX
Alipay - Unionpay - Tenpay
A PAYMENT ECOSYSTEM
Looking behind your back
TARGET THE VERTICALS
Migrating to the west
UPSCALING
A
B
C
D
E
UX BACKENDS

12. UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM
Challenge: reach a broader audience by diversify the payment strategy.
Action: develop a native mobile solution. Adapt your backend accordingly.

13. A crocodile in the Yangtze:
the Chinese revolution in payment platforms.
UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM

14. UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM
Touchpoint analysis
• Two mobile touchpoints, one backend.
• AliPay, UnionPay, TenPay backend logic.
• O2O.
• Platform analysis: iOS vs Android vs others.
• Avoid cannibalisation by segmenting of content and lessons on the
backend.
• Security architecture.

15. UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM
Touchpoint analysis
• I chat with the user.
• I am social.
• I use TenPay.
• I am multiplatform.
• I relay on Tencent.
• I inspire the user.
• I am personal.
• I am a payment ecosystem.
• What OS do you use?
• I can host my own data-driven
services
Guys, what do you need?
I will prepare it for you.
I am secure and fast.

16. UX Challenge:
Fundamental UI and UX limitations.
Advantages:
- Platform with a strong social
penetration.
- It is a content marketing heaven.
- Direct engagement with the
users.
- Good for CRM.

17. Impact in UX:
- Integrate payment and social
platforms.
- Deliver inspirational material.
- Native information architecture.
- Make the app part of an organic
ecosystem.

18. WeFlex becomes more accessible for our users. Segment DOC (data,
offering, content)

19. Exploring the dynamic within the dynamic
WEFLEX
Alipay - Unionpay - Tenpay
A PAYMENT ECOSYSTEM
Looking behind your back
TARGET THE VERTICALS
Migrating to the west
UPSCALING
A
B
C
D
E
UX Meet-up FEB 03
From architecture to experience
UX BACKENDS

20. Challenge: improve the offering by profiling better the lessons (type, hour, location).
Action: research suppliers and detect opportunities.

21. UX Meet-up FEB 03
Suppliers Studios WeFlex
Backend
Users
A B D
C
B – WEFLEX
!
Verticals
Questions:
Do we really understand our verticals?
Can we improve our service and
revenue by understanding them
better?

22. • No dashboard but terminal.
• Match purchases with the
supply.
• We encounter irregular
patterns in the submission,
scheduling and purchase of
the lessons. Booking seemed
to be fragmented.
• CRM solution?
Exploring our verticals

23. Studio Size: medium
size studio, 5 coaches[ ]
[Product
]
Xue Fay | Flyoga

24. [
[
Main challenges: membership
management, appointments, release
information about the courses, the
booking and cancelling process.
]
Management tools: Excel,
spreadsheets - San Ti Yun Dong (
), MindBody. ]

25. Our conversation with the studios was a strategical and operational success. Studio
owners loved the effort we made to understand their passions and challenges. They
felt valued.

26. Studios are willing to pay a CRM subscription and allow us to have an
opinion on the profiling of the lessons.

28. Knowing why, where and how to allocate the lessons into the market will have
an important impact on the WeFlex brand awareness and business model.

29. Studios become distributors, Point of Sale and clients at the same time.
WeFlex acquires a new revenue channel.

30. Exploring the dynamic within the dynamic
WEFLEX
Alipay - Unionpay - Tenpay
A PAYMENT ECOSYSTEM
Looking behind your back
TARGET THE VERTICALS
Migrating to the west
UPSCALING
A
B
C
D
E
UX Meet-up FEB 03
From architecture to experience
UX BACKENDS

31. Challenge: prepare WeFlex to migrate their service offering to different cities.
Action: Framework operations and optimise the backend.

32. Expect growth
• 1000 studios with 300,000 - 500,000 users.
• Unveil opportunities in 2nd and 3rd tier cities.
• China 13.5 governance.
• Database strategy.

33. Shanghai
Go west! Strategy
Chinese market is uneven.
Structure your business, brand and
experience models in order to optimise
scaling and localisation. Generate a
Framework (BPMN).
UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM

34. Hong Kong
Hangzhou
Nanjing
Tianjin
Beijing Dalian
Chongqing
Chengdu
Go west! Strategy
Chinese market is uneven.
Structure your business, brand and
experience models in order to optimise
scaling and localisation. Generate a
Framework (BPMN).
Guangzhou
Shenzhen
Hefei
Xiamen
Changchun
Harbin
UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM
Shanghai

35. UX Meet-up FEB 03E – UPSCALING
RESTful API
Transaction API Authentication 3rd Party API
API Wrapper
Client logic
Browser App
Database (MongoDB/PostgreSQL) Persistency
ClientServer
Scalable backend
• Prepare to handle the growth in users.
• Timing fundamental for the UX.
• Forecast new services by planning ahead.

36. Migrate the WeFlex brand experience by understating your essentials
and those of your market needs.

37. • A product is a system and an ecosystem.
• What is implemented in the backend emerges in the
experience.
• Organic is good.
Take away

38. Thank you. And happy new year.
UX Meet-up FEB 03THANK YOU
EMMANUEL FLORES