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Hire FuFu Fei
Verified Expert in Product Management
Product Manager
Location
Singapore, Singapore
Toptal Member Since
April 6, 2021
Fu Fei loves tinkering with new products and feels lucky to work full-time as a product manager. He tweets and blogs about his lessons as a product manager for early-stage startups and offers frameworks to demystify early-stage product development. In his professional career, Fu Fei has worked on products spanning a range of industries (logistics, nonprofit, and data analytics). Fu Fei joined Toptal to find freelance work that makes an impact.
Project Highlights
Event-driven Analytics Infrastructure
Led the transition from page-views-based analytics to event-driven architecture to better understand the jobs that users were trying to do within the product.
eCommerce Analytics
Reduced weekly marketing ad spending by 10% by leveraging targeted audience groups in Google Analytics.
Product Management Blog and Tweets
Blogged about the lessons I've learned as a product manager for early-stage startups and offers frameworks to demystify early-stage product development.
Expertise
Work Experience
Product Manager
2022 - PRESENT
Detrack
- Worked with board members and senior executives to scope out a competitive strategy and product roadmap.
- Introduced Agile operating principles across engineering, product, and design teams.
- Led redesign efforts across three products to improve usability and shorten initial time-to-value for new users.
- Improved D-30 activation rates from 2% to 30% in the first six months.
- Cleaned up the product backlog and cleared technical debt in order to scale the platform for growth.
- Conducted over 50 hours of user interviews to understand the product's job to be done (JTBD) in order to inform the marketing and product strategy.
Product Manager
2022 - 2022
Aspire
- Worked with cross-functional teams to scope growth experiments.
- Scoped Mixpanel implementation of product metrics for conversion UX.
- Prepared growth reports specifically around referrals and push notifications.
Founder
2021 - 2022
avopos
- Designed the initial customer development process to identify jobs to be done (JTBD).
- Led the efforts in recruiting and screening initial beta users for initial wireframe prototypes.
- Collaborated with a developer on designing the initial system architecture for the product MVP.
Product Manager
2020 - 2022
B1G1
- Set up initial product management best practices to increase visibility and keep stakeholders informed of the development velocity.
- Spearheaded product redesign efforts from customer interviews to the finished product, doubling activation rates for new users.
- Worked with senior executives to redesign the roadmap to cater to a new go-to-market motion.
- Led the efforts to implement an event-driven analytics infrastructure using Mixpanel and Segment. The infrastructure was used to understand our users better.
- Organized and led customer interview sessions to design a job map and a list of relevant user stories.
- Worked with senior executives and engineers to rework the payment flow to reduce monthly transaction fees (a few thousand per month).
- Gamified overall product experience to 2.4x activation rates and 1.6x platform engagement rates.
- Worked with marketing and sales teams and led capturing and scoring campaigns in order to raise sales conversion rates.
- Collaborated with support teams to embed helpful guides within the product to reduce the overall support load.
- Led the transition and adoption of no-code and low-code tools to augment productivity. Used the following tools: Airtable, Google Sheets, Webflow, Zapier, Slack, Mixpanel, and Ghost.
Product Manager
2020 - 2021
Ninja Van
- Collaborated with regional and local stakeholders to establish best practices for raising new product requests.
- Worked with local teams to drive market adoption for an airway bill labeling solution that was initially built for internal operations. This involved coordinating resources across multiple teams to adjust to the market's demands.
- Joined forces with design and product teams to establish the initial set of requirements for an event-driven analytics architecture. Worked with engineering managers and scrum masters to implement this plan (GAv4).
- Spearheaded efforts for NPS to be included in internal KPIs' goal setting and helped implement the tool that would be used for segmenting and reporting user NPS (Hotjar).
- Led efforts across multiple functional teams to scope and launch a modified product offering that could better fit a particular sales channel.
- Collaborated with business stakeholders to design solutions that could help align the product team's roadmap with the sales strategy in the coming financial year.
- Worked with business intelligence teams to map out the threats and opportunities within the eCommerce website builder ecosystem for logistics providers, especially Shopify and WooCommerce.
- Conducted internal training sessions to help business stakeholders understand how to better write relevant user stories and how to ask better questions when handling feature requests from customers.
- Worked with designers to understand the contrasting behaviors in different shipper segments across the relevant cash-on-delivery markets in Southeast Asia.
- Joined forces with the internal operations and support team to design product solutions that could automate and lessen the everyday workload.
Founder
2016 - 2019
Haste
- Led product sales and marketing efforts and closed the first dozen accounts.
- Translated user research into minimal lovable features and experiments.
- Interviewed early customers to establish initial prototypes and MVP requirements.
Project History
Event-driven Analytics Infrastructure
Led the transition from page-views-based analytics to event-driven architecture to better understand the jobs that users were trying to do within the product.
The initial project phase involved mapping out the relevant events that could be tracked from the web client and which had to be pulled from the servers.
Each of these events was then mapped onto a user story.
We used Segment, Mixpanel, and HotJar as our tools of choice.
Segment was our customer data platform layer that ingested the incoming stream of data which was later fanned out to Mixpanel and HotJar for relevant analysis.
Each of these events was then mapped onto a user story.
We used Segment, Mixpanel, and HotJar as our tools of choice.
Segment was our customer data platform layer that ingested the incoming stream of data which was later fanned out to Mixpanel and HotJar for relevant analysis.
eCommerce Analytics
Reduced weekly marketing ad spending by 10% by leveraging targeted audience groups in Google Analytics.
I worked with a client to set up event tracking for their website to build up their dynamic audience segments. This allowed them to retarget these shopper segments across other Google properties such as banner ads and YouTube videos.
Shopify for Restaurants' MVP
Worked with an initial set of merchants to design workflow that could allow them to build their own online presence and have a direct relationship with their customers
The concept was to allow restaurant chains and small business owners to build a direct relationship with their audience rather than have them rely on food-delivery platforms such as UberEats and FoodPanda.
We brought the prototype to market and after a few months of customer development, we decided to scrap the project due to difficulties in going to market.
We brought the prototype to market and after a few months of customer development, we decided to scrap the project due to difficulties in going to market.
Product Management Blog and Tweets
Blogged about the lessons I've learned as a product manager for early-stage startups and offers frameworks to demystify early-stage product development.
Here you can find my tweets and blog articles about the lessons I've learned as a product manager for early-stage startups and along with the frameworks I've created to demystify early-stage product development. It's a good way to easily and quickly get a feel of who I am as a product manager and what I can accomplish for you.
Education
2014 - 2018
Bachelor's Degree in Business Administration
Singapore Management University - Singapore
Certifications
JUNE 2020 - PRESENT
The Complete Web Developer: Zero to Mastery
Zero to Mastery Academy
APRIL 2018 - PRESENT
Recommender Systems: Evaluation & Metrics
Coursera
FEBRUARY 2018 - PRESENT
Deep Learning Specialization
Coursera
FEBRUARY 2018 - PRESENT
Convolutional Neural Networks
Coursera
JANUARY 2018 - PRESENT
Structuring Machine Learning Projects
Coursera
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