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Tencent Qzone

x-Ray Branding & Chrome Extension

Making Connections Flow: Evolving QQ’s Social Experience

QQ, a social platform with 600M+ monthly active users, had inefficient content sharing flows and a message hub interface that made sorting messages time-consuming.

During my 3-month internship at Tencent’s Platform and Content Group (PCG), My work centered on optimizing sharing efficiency and redesigning message management.

x-Ray Commerce, a Dallas-Fort Worth startup, specializes in AI services to optimize e-commerce product listings, helping users stand out in competitive marketplaces.

The company recently pursued a major rebrand, from its identity to products like a Chrome extension, aiming for a logo that reflects its mission of delivering clarity and objective insights while expanding platform support to eBay and Poshmark.

As the design lead, I was responsible for the branding and collaborated with UX designers to launch the website. I enhanced the brand identity by creating style guidelines for digital marketing, including logo design, color palette, custom typography, image composition, scalability, and website UX, working closely with cross-functional teams to bring the vision to life.


Company

Tencent QQ is an instant messaging app with over 600 million active users.

Shams Juma,

Dawn Law

Shams Juma,

Dawn Law

rOLE

UX Designer collaborating with Visual Designers, PMs, and engineering stakeholders.

Date

May - Aug 2025

Skills

UX Design, Figma

+33%

Shams Juma,

Dawn Law

Shams Juma,

Dawn Law

Sharing Efficiency

Shams Juma,

Dawn Law

Shams Juma,

Dawn Law

-25%

Shams Juma,

Dawn Law

Shams Juma,

Dawn Law

Message sorting errors

Shams Juma,

Dawn Law

Shams Juma,

Dawn Law

40%

Shams Juma,

Dawn Law

Shams Juma,

Dawn Law

faster message tasks

Shams Juma,

Dawn Law

Shams Juma,

Dawn Law

01

Smarter and Faster Sharing

Smarter and Faster Sharing

01

Problem Statement

Problem Statement

  • QQ launched a redesign to unify all panels in Qzone with a refreshed UI and added features, but this unintentionally made the sharing process more complicated by adding extra steps.

  • The Message Hub lacked clear categorization, making messages difficult to sort.

  • QQ’s updated sharing panel was complex and time-consuming, lowering engagement.

  • The Message Hub lacked clear categorization, making messages difficult to sort.

  • QQ’s updated sharing panel was complex and time-consuming, lowering engagement.

Qzone updated it's sharing experience with a modern interface and added functions.

However, the update increased the number of steps required to share…

02

Solution

Solution

We kept the quick-share step users liked and refined the panel layout for smoother use. The new design highlights the “Share to Qzone” option, making sharing faster and better suited to Qzone’s needs..

We kept the quick-share step users liked and refined the panel layout for smoother use. The new design highlights the “Share to Qzone” option, making sharing faster and better suited to Qzone’s needs..

Sharing Panel Update

02

Message Hub Dilemma

Message Hub Dilemma

01

Context

Highly active users, especially the younger generation (ages 15–22), wanted a faster and more flexible way to manage their notifications. Many hoped QQ could separate likes, shares, and comments into different tabs, so they could find important updates more easily.

  • The Message Hub lacked clear categorization, making messages difficult to sort.

  • QQ’s updated sharing panel was complex and time-consuming, lowering engagement.

  • The Message Hub lacked clear categorization, making messages difficult to sort.

  • QQ’s updated sharing panel was complex and time-consuming, lowering engagement.

Gen Z users shout out on news for separated tabs in message hub

02

Challenge

Challenge

The needs of these Highly Active user group conflicted with Regular user group. Highly active users wanted more control and recognition, while regular users wanted simplicity and speed. This wasn’t just a UI issue — it was a system problem about setting priorities. Should we design for complexity or clarity?

The needs of these Highly Active user group conflicted with Regular user group. Highly active users wanted more control and recognition, while regular users wanted simplicity and speed. This wasn’t just a UI issue — it was a system problem about setting priorities. Should we design for complexity or clarity?

Normal user want "All" tab for efficiency, but Active user want separate tabs to keep "Red dots" (unread notification) for recognition.

03

Design Decision

Design Decision

After analyzing behavior patterns and feedback, we made a strategic trade-off to prioritize the core experience for most users:

After analyzing behavior patterns and feedback, we made a strategic trade-off to prioritize the core experience for most users:

  • Keep the “All Messages” view for simplicity and faster clearing.

  • Delay adding unread badges to each category to avoid clutter and confusion.

  • Focus on the core experience for the majority—quick, effortless, and easy to understand.

04

Result

Result

The new design improved navigation efficiency and made the Message Hub easier for everyday users, while still leaving space for future customization.

The new design improved navigation efficiency and made the Message Hub easier for everyday users, while still leaving space for future customization.

Sometimes, good design isn’t about giving everyone everything. It’s about knowing what to let go of so that most people can move smoothly through their day.

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SIYUKATH

©

SIYU ZHONG

2024

Let’s
Get In Touch

Instagram

Linkedin

Email

SIYUKATH

©

SIYU ZHONG

2024

Let’s
Get In Touch

Instagram

Linkedin

Email

SIYUKATH

©

SIYU ZHONG

2024

Let’s
Get In Touch

Instagram

Linkedin

Email

©

SIYU ZHONG

2024