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Teng Fei
DiDI
Senior Designer
Industrial Design → In-Vehicle HMI → In-Car Apps → DiDi — Always "On the Move" in Design.
At DiDi, she lead design for the international food delivery rider app. Internally, she organize designers to regularly "deliver food," enhancing design intuition from the rider’s perspective. Ultimately, in a business environment prioritizing strategy over experience, she acted first and reported later to achieve a comprehensive redesign of the entire app.
The redesign was tailored to overseas food delivery operations, adapting to local riders’ workflows. It balanced business goals with user experience rather than blindly following competitors, creating a frontend presentation aligned with DiDi's international vision.
Design Philosophy: Design for Real User Scenarios
Designing for Real-world Offline Scenarios in Overseas O2O Products
n today's digital era, where online platforms increasingly dominate local life services, food delivery serves as a crucial bridge connecting users with merchants. Its product design not only carries the weight of user experience but also profoundly shapes the tripartite relationship between the platform, delivery riders, and merchants. However, when designing for global operations, designers often face challenges stemming from linguistic and cultural differences, conflicting cognitive habits, and mismatches with local user expectations. This session will trace the "evolution and future of food delivery," using real-world case studies from China and Latin America to explore how platforms can employ a "user-centered" methodology to overcome localization hurdles and empower design for global expansion.
This workshop will begin by examining the evolution of food delivery platforms, analyzing the shifting role of platforms in "connecting people with services." Through a comparative analysis of product experiences in domestic and international markets (particularly Latin America), it will prompt attendees to reflect on the essence of "user-centered" design. Additionally, the speaker will address differences in user cognitive mechanisms—such as language expression and visual reading patterns—to propose strategic recommendations for building localized experiences during global expansion. This aims to equip designers with greater confidence in tackling multilingual and multicultural design challenges.
1、Introduction: Re-examining the Global Landscape of Food Delivery Design
2、Design Insights: Role Differences of Platforms in China vs. Latin America
3、Interactive Exercise: Cross-Cultural Q&A Card Challenge (Core Interactive Segment)
4、Extended Discussion: Challenges and Breakthroughs in Design for Global Expansion
5、Q&A Session
1、Junior Designers
2、Overseas Product Designers
3、Overseas Product Managers
1、Understand the fundamental business logic of the O2O industry
2、Gain clarity on the mission of designers within this sector
3、Develop a deep appreciation for the critical role of "local user understanding" in the success of products expanding globally
