I’m Rachel Yuzhou Guo. Now I am working in one of Chinese biggest and rapidly growing eCommerce company JD.com, since my passion and curiosity to provide insights to create products that drive deep engagement between consumers and merchants.

My working experience here helps me to gain proven ability to research, design and execute primary user insights and translate findings into actionable design ideas for cross-functional teams to direct product design and marketing strategy.


JD.com, Beijing, Senior UX researcher, 2014-present

Research Planning:

  • Work with product managers, designers and engineers to assess project needs and
  • develop appropriate research plans to support their objectives. Ensure a clear
  • understanding of the goals and objectives for research projects
  • Prepare for studies which employ a variety of research methodologies

Research Implementation:

  • Prepare project plans, study plans, moderator’s guides and other artifacts related to  designing and conducting studies
  • Conduct on-site field studies, provide usability assessments, moderate usability studiesData Analysis & Reporting:
  • Work closely with data analysts to integrate qualitative research methods with ongoingquantitative research such as surveys, A/B and multivariate testing
  • Create and review research reports/presentations with teams and key stake holders

Education and Knowledge Transfer:

  • Build internal body of knowledge
  • Develop and maintain wide internal awareness of personas and general user expectations
  • Share tangible findings and prioritized recommendations on a regular basis with product teams
  • Evangelize best practices for research across the company


baidu.com, Beijing, UX researcher, 2012-2014

  • Conduct In-depth interviews and focus groups to explore user needs
  • Collect and analyze user behavior through server logs, online experiment (A/B testing)
  • Conduct prototype tests and write usability test reports
  • Define user models for new and existing products and features
  • Develop storyboards, mockups, and prototypes to effectively communicate interaction and design ideas
  • Incorporate complex technical and business requirements into research
  • Evangelize research findings to product-line staffs through reports and presentation



University of Illinois at Urbana Champaign, Illinois, U.S.
Master of Science, Majored in Advertising Psychology, 2010-2012

NCEPU, Beijing, China
Bachelor, Majored in Advertising,  2006-2010



Specialties: Quantitative / qualitative primary user / market research • Advanced / multivariate statistical applications using SPSS • Project management

Core Competencies: Survey design • Ethnographic techniques • One-on-one interviews • Concept testing •Usability testing • Focus group moderation