University College London
Digital Humanities, MA
HI THERE, I AM
01
About Me
A Master’s student in Digital Humanities at University College London, with a strong interest in user research, UX design, and AI. I’m excited to start my professional journey and contribute to meaningful, human-centered digital experiences.
Feel free to explore my CV or reach out via email, phone, or LinkedIn.
Education
Shanghai International Studies University
Bachelor of International Journalism and Communication
Abilities
User Research
Heuristic evaluation, stakeholder interviews, and qualitative field research, with experience building behavioral user personas and mapping audience journeys to inform design decisions.
Data Collection & Analysis
Gathering, cleaning, and standardizing data from multiple sources; tracking engagement metrics and identifying behavioral patterns to surface actionable insights.
Content Creation
End-to-end production across video, podcast, and brand assets, from narrative scripting and storyboarding to editing and multi-platform distribution, with a track record of 2M+ views.
Language
English — Fluent
Mandarin — Native
Skills
MS Office
CapCut
Google Workspace
Canvas
Vibe Coding
Figma
RStudio
SQL
02
Project / Research
- Conducted interviews, adapting questioning techniques in real time to surface authentic insights.
- Synthesised multi-platform engagement data (view counts, completion rates, interaction rates) into layered user personas to inform content strategy.
- Refine content structure and pacing, improving retention through evidence-based decision making.
Total Followers
50K+
across 5 platforms
Top Content Views
2M+
single video peak
Avg. Completion Rate
68%
above platform avg.
Note: User personas differ significantly across platforms. The profiles below are based on actual audience data from Xiaohongshu (RED) and WeChat Video respectively — please apply each persona to its corresponding platform when developing strategy.
Xiaohongshu (RED)
Young urban women — mainland China
Based in major cities such as Beijing, Shanghai, and Guangzhou. Includes both students and young working professionals. Highly engaged with lifestyle, fashion, and self-expression content; strong sharing behaviour within peer groups.
Overseas Chinese diaspora
Chinese diaspora living abroad — both male and female, with women as the dominant segment. Use the platform to stay connected with Chinese culture. High resonance with identity and cross-cultural topics; demonstrated cross-border purchasing intent.
Wechat Video
Middle-aged male users
High-retention users embedded in the WeChat ecosystem. Prefer practical, informational, and current-affairs content. Strong purchasing power; stable viewing habits with high completion rates; primary engagement via likes and shares rather than comments.
Research
John Lewis Website Research
This report evaluates Johnlewis.com across three dimensions of usability, accessibility, and sustainability, using tools such as Google Lighthouse and the W3C Markup Validation Service to identify the website's key strengths and areas for improvement.
Please refer to the attached paper for details.
Video Playback
Open on YouTube
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Detailed information
ASK.XOS on WeChat Video
WeChat Video is only accessible within the WeChat app. Please refer to the picture below for our WeChat Video account.
03
Work Experience
- Conducted systematic Chinese export watercolor research across multiple institutions to support a joint digital archive website.
- Cleaned, standardized, and structured large volumes of metadata to improve discoverability and cross-partner consistency.
- Proposed a “Similarity Search” feature to help scholars compare visually or contextually related artefacts.
- Supported and executed five large-scale brand campaigns with 500+ VIP clients engaging, including gala events, pop-ups, and master classes.
- Coordinated with agencies and internal teams across early-stage planning, on-site setup, and post-event closure.
- Delivered 300+ branded posts through landlord liaison and promotion follow-up, strengthening digital visibility.
- Contributed to brand visual assets, invitations, and manuals used across boutiques and Watches & Wonders Shanghai.
- Owned the full production lifecycle of unboxing videos, from concept and scripting to editing and delivery.
- Conducted competitor and behavioural analysis to inform reporting and marketing optimisation.
- Co-founded the official podcast for The Paper’s international department and shaped its brand identity.
- Managed recording, editing, and multi-platform distribution across 20+ episodes.
- Analysed listener drop-off, retention patterns, and engagement to iteratively refine pacing and topic strategy.
04
Contact
I’m open to internships, collaborations, and early-career opportunities in AI products, user research, UX, and thoughtful digital storytelling.
Tel
+44 7344409015
Email
mengluxia0411@gmail.com
LinkedIn
Please feel free to explore my LinkedIn profile.