Pinkoi －In-App Social Sharing Feature
App Feature Optimization | E-commerce | Business Product Owner
Redesigned Pinkoi’s in-app social sharing feature to enable sellers to share product listings to social media directly from the app, reducing sharing friction and driving organic marketplace traffic.
Company
Pinkoi
E-commerce / SaaS
Business Product Owner
2023
Challenges & Insights
Sharing listings from Pinkoi to Social Media for sellers was treated as a multi-step task, while sellers expected it to be a native, low-effort action.
Reframed problem: How might we reduce time-to-share and cognitive load within the app?
Primary success metrics:
Time to share
Feature MAU
Downstream seller sessions & GMV
Solution
Redesigned the in-app sharing experience with a one-click, campaign-ready approach.
Introduced built-in 9:16 campaign templates directly on product pages
Reduced average sharing time to <5 minutes
Surfaced priority social channels (Instagram, Facebook, LINE) in the bottom navigation
Increased discoverability and usage consistency
Roles & Deliverables
Product Strategy & Ownership: Defined the problem scope, success metrics, and overall product direction; owned the feature from discovery to post-launch evaluation.
UX Collaboration: Authored the MRD and translated seller pain points into user stories; worked closely with Product Designer to align UX decisions with business goals.
Internal Enablement & APAC GTM: Led feature rollout and adoption across Taiwan, Japan, China and Thailand by delivering internal workshops to business teams, partnering with the Seller Success team to distribute feature tutorial decks, and authoring insight-led blog content to educate sellers and drive usage.
Data & Performance Tracking: Collaborated with Business Intelligence to build dashboards monitoring feature MAU, seller sessions, and GMV impact after launch.
Impact
Feature MAU increased from 4.8% → 8.6% in 5 months
Seller Sessions CMGR: +4.45%
GMV CMGR: +6.5%
