YEAR

APR 2024 - SEP 2024

ROLES

Product Owner & Product Design Lead

RESPONSIBILITY

Product strategy, UX design, GTM planning, Cross-functional alignment

TEAM

2 Product Designers, 2 Front-end Developers, 3 Back-end Developers, BD & Marketing partners

Trade smarter, protect every copier

WOO X Social trading

I led the end-to-end strategy and design of WOO X Social Trading, building a fairer and more transparent alternative to existing platforms. By introducing market-first features — including high-water mark profit sharing, isolated portfolios, verified lead traders, and smart copy — we addressed long-standing copier pain points. Acting as both PM and Product Design Lead, I bridged product, BD, and marketing teams to deliver a scalable product that onboarded 80+ lead traders, attracted thousands of copiers, and generated nearly $7M AUM and $900M in trading volume within the first three months of launch.

DOWNLOAD APP

LAUNCH WEBSITE

ALIGN

Define Vision & OKRs

When I first took ownership of the social trading initiative in early 2024, the challenge was not only to build a product from scratch but also to align diverse stakeholders across product, BD, and leadership on its direction. To create shared clarity, I facilitated strategy workshops and stakeholder interviews to draft the product vision and measurable OKRs. We agreed on three core objectives:

Achieve $5M AUC within three months of launch through steady copier acquisition.
Onboard and verify skilled lead traders with diverse strategies and robust risk management.
Ensure fair and transparent copier experience, minimizing slippage and liquidation while mirroring lead trader strategies effectively.

These OKRs became the foundation for product planning and guided prioritization throughout the design and launch process.

OKR developed based on aligned trading direction

EXPLORE

Map Lead Trader Landscape

To understand the supply side of social trading, I collaborated with the BD team to map the distribution and operating models of lead traders across regions. Through interviews(5 professional traders whose 30-day trading volume were around 1 million) and desk research, we identified three dominant archetypes:

Community lead trader (Eastern markets) – Organized groups running Telegram/WeChat communities. They monetize primarily via referral rebates and signal sharing, with high engagement but unstable performance.
Affiliate lead trader (Western markets) – Semi-professional traders tied to affiliate programs. They operate through social media to attract followers, balancing trading with community engagement.
Independent lead trader (global) – Individual traders focusing solely on execution. They avoid community management, resulting in more stable performance but minimal direct interaction with copiers.

These insights highlighted the diverse incentives and behaviors shaping lead trader operations. They informed how we designed:

Onboarding standards (verifying lead trader credibility and track record),
Incentive mechanisms (balancing profit-sharing vs. referral rebates)
Support tools (dashboards to reduce operational burden).

Lead trader landscape based on interviews

VALIDATE

Uncover Copier Behaviors & Pain Points

Before launching user research, we formulated five core assumptions about what copiers value most in social trading:

Perfect clone – Accurate replication of lead trader strategies with minimized slippage. VALIDATED
Position sizing – Education and features to help inexperienced users reduce liquidation risks. VALIDATED
Strong lead trader – Verified lead traders with effective risk management to preserve copier capital. VALIDATED
Social interaction – A supportive community where copiers can seek guidance and reassurance. INVALIDATED
More control – Advanced customization for seasoned traders to manage risk independently. VALIDATED

With these assumptions in place, I designed a mixed-method study—starting with a large-scale survey, followed by targeted interviews. The survey reached 634 respondents across multiple regions (20% Asia—mostly China, 80% from other markets). Among them, 62% were active copy trading users, and nearly half (45%) had been using it for more than three months. This dataset gave us strong quantitative grounding before filtering participants for in-depth interviews.

Key insights from copiers included:

Portfolio separation – Without isolated portfolios, copied trades often mixed with personal positions, amplifying liquidation risks.
Transparency gap – Copiers struggled to understand lead traders’ strategies, positions, and risk management.
Unfair incentives – Many platforms let LTs profit from fees or profit-sharing even if copiers lost money.
Smart replication demand – Experienced users wanted proportional copying (e.g., by lead trader margin ratio) to mirror risk management more accurately.

These findings confirmed some assumptions (execution quality, strong lead traders, risk management) while invalidating others (e.g., not all users seek social interaction, and mobile isn’t the only preferred device). Ultimately, the results directly shaped product decisions, leading to isolated copy portfolios, transparent lead trader dashboards, and intelligent margin-based copy features that became core differentiators for WOO X Social Trading.

DEFINE

Translate Research into Personas

To align the team on diverse copier motivations and behaviors, I synthesized the survey data (634 responses) and interview findings into three representative personas. These personas became a shared language across product, design, and BD, helping us prioritize features with clarity.

Risk-aware Follower

Newer retail investors focused on stability and loss avoidance. They valued transparent lead trader performance, community reassurance, and risk management tools.

Diversified Independent Trader

Semi-professional users balancing personal trading with copying. They expected advanced control, real-time alerts, and long-term consistency to complement their own strategies.

Aggressive Growth Seeker

More experienced and risk-tolerant users seeking high returns. They demanded leverage flexibility, fine-grained allocation, and detailed lead trader insights to support rapid decision-making.

These personas guided our design priorities:

For Risk-aware Followers, we implemented isolated portfolios and clear lead trader dashboards.
For Diversified Traders, we emphasized smart copy ratios and real-time notifications.
For Aggressive Seekers, we enabled advanced allocation settings and deep performance transparency.

By grounding our design strategy in these personas, the team was able to move beyond abstract research findings and deliver concrete solutions that resonated with distinct user segments.

3 personas focusing on copier behaviors and pain points

BUILD MVP

Turn Principles into Execution

Building on research insights, I distilled five guiding principles for WOO X Social Trading: verified lead traders, fair profit-sharing, isolated portfolios, advanced control, and transparent experiences. These principles shaped the MVP scope and became the foundation for product alignment across design, engineering, and BD.

To execute, I led the team in designing:

Mapping end-to-end flows for both lead traders and copiers, covering lead trader onboarding, profile setup, copier waitlist, portfolio isolation, and trade management.
Defining user stories in Jira, breaking the MVP into clear tasks for design, engineering, and QA to coordinate seamlessly.
Designing dual perspectives — lead trader dashboards with follower management and profit-sharing logic, alongside copier dashboards with isolated accounts and margin-based copy ratios.

Before public release, we validated the MVP in two phases:

Closed beta (internal) – Conducted real-money testing with WOO employees, which helped uncover technical edge cases, slippage issues, and onboarding friction points.
Open beta (external) – Launched a waitlist landing page, attracting 200+ early adopters. Their feedback confirmed market demand, highlighted usability improvements, and allowed us to iterate on onboarding and dashboard transparency.

This phase ensured that our MVP was not only technically sound but also validated by real traders and copiers, giving us confidence to proceed with launch and growth planning.

Screenshots of WOO X social trading

LAUNCH & GROWTH

Scale Adoption with Incentives & Campaigns

With the MVP validated, the next challenge was to scale adoption across both lead traders and copiers. I worked closely with BD and Marketing to design incentive structures and campaigns that balanced supply and demand while amplifying market visibility.

Lead trader onboarding

Referral bonus program – Designed an internal incentive for BD to actively source high-quality lead traders, ensuring the platform launched with a curated pool.
Incentive plan – Introduced flexible rewards, including high-water mark profit-sharing, fee rebates, and guaranteed monthly payments to attract and retain diverse lead trader profiles.
Onboarding framework – Defined qualification standards (PnL history, Sharpe ratio, AUM threshold) and built transparent dashboards to establish credibility.

Copier acquisition

Copy & Earn program – Launched missions that rewarded copiers with trading bonuses for trying the product, reducing entry barriers for new users.
Masters Showdown – A competitive ranking event where lead traders were rewarded based on performance and follower growth.
AI vs Human campaign – Promoted an AI-generated trading strategy competing against top human lead traders, generating buzz and positioning WOO X at the forefront of innovation.

Through this multi-pronged approach, we built a balanced ecosystem: attracting skilled lead traders, lowering friction for copiers, and creating campaigns that captured market attention.

IMPACT

Deliver Measurable Results

Within the first three months of launch, WOO X Social Trading achieved significant adoption and business impact:

$893M trading volume and $6.98M AUM
6,588 copying strategies executed
83 verified lead traders onboarded
$267K trading fees generated, with $160K net revenue

Beyond the numbers, feedback from both sides of the ecosystem reinforced the value of our approach:

Copiers appreciated transparent dashboards and isolated portfolios, which gave them confidence in managing risk.
Lead traders highlighted the fairness of the high-water mark model and the supportive onboarding framework that simplified community management.
Internally, BD and Marketing teams valued the referral and campaign structures, which gave them clear levers to scale adoption.

By combining product innovation with cross-functional execution, I helped establish WOO X Social Trading as a fair, transparent, and scalable alternative in the competitive copy trading market.

WOO X Light mode