How could we capture thoughts at inconvenient times?

About Cloud Note

Cloud Note is one of China’s most downloaded note taking and productivity app with 80+ million active users. As the market of personal wiki becomes more and more saturated, it’s important for Cloud Note to find new opportunity space for value creation and market growth.

For this cycle, I was responsible for designing for the mobile platforms (iOS & Android), and the goal was to increase the number of users using Cloud Note for note-taking.


1. Increase Cloud Note’s user retention rate and number of users for its mobile platforms;
2. Find new opportunity space and propose new features for Cloud Note’s future market growth;
3. Help users capture their thoughts at inconvenient times.


Internship project at NetEase


2 product managers, 6 engineers


3 months, 2020

My Role

User research, UX design, visual design, user-testing

Final Deliverables

Through my research, I found out that the mobile platforms of the current Cloud Note could not satisfy a broader range of user needs with note taking. I therefore identified new opportunity space for the product, and proposed a Voice Note function with recording and real-time verbatim transcription features.

Product Highlights

Design Process

Early Research

—Online Survey
—User Interview
—Affinity Mapping
—User Persona

Focused Analysis

—User Journey Map
—Feature Mapping
—Competitive Analysis

Design Iteration

—UX Design
—Visual Design

Prototype &  Evaluation

—Back End
—Front End
—User Testing

01 Early Research

Product Overview

Information Architecture of Current App

Currently the number of users using mobile platforms are much less than the number of users using PC/Web/Tablet platforms.

By analyzing user behavioral data collected by developers, I noticed that users have different habits of taking notes: Users tend to type out longer texts on the PC/Web/Tablet platforms, and yet type out shorter notes on the iOS/Android platforms due to the limited screen size and keyboard size.

In order to create new market growth for Cloud Note’s mobile platforms, it is important to improve the features and information architecture of mobile platforms to better adapt to the user’s habits. Knowing that users usually don’t like to type out notes on the mobile platforms, we need to propose other new functions (which don’t necessarily require typing) to encourage users to use Cloud Note more regularly.

Collecting User Feedback from Online Surveys

Affinity Mapping of All User Feedback

By combining quantitative research: looking at user behavioral data collected by developers, and qualitative research: conducting online surveys with target users + interviewing Cloud Note users in person, I found that there are three main types of users whom our current product could not well satisfy, as shown below. The results of affinity Mapping showed that our target users are expecting an easier way for them to better create long notes and quick notes.

This new opportunity space led me to the idea of a Voice Note function, which could record any sounds and transcribe the whole conversations verbatim in real-time. This proposed feature aims to satisfy a larger range of user needs with note taking and personal wiki, and thus increase the number of new users and user retention rate of Cloud Note.

02 Focused Analysis

With the idea of Voice Note in mind, I created user journeys for the above three personas and was able to identify a shared user journey path, which would be composed of two interchangeable stages: 1)The Recording stage; 2)The Read/Replay Stage. I then listed out all the necessary steps of each stage and their corresponding features, and analysed their different use frequency and level of priority.

With the user journey path, I was then able to map all the proposed features to the information architecture of the Voice Note function. It was expected that the feature with a higher priority would be given a higher visual hierarchy in the final prototype.

User Journey and Features with Different Levels of Priority

Information Architecture and Visual Hierarchy of Different Features

03 Early Generative

Competitive Analysis


User Experience Flow in Details

04 Materialize & Reflection

01 Next Step for Voice Note

The next step is to integrate voice note into other features of the app in order to satisfy more flexible needs. For instance, there should be a feature to export the voice note into a more editable format so that the user could style the text using the text editor. The app should also allow the user to insert a piece of voice note into a text note.

02 Next Step for Cloud Note

The next step for Cloud Note is to improve the extensibility of the app. Our team is planning to integrate other functions into the product including cloud storage space (to support multimedia files) and digital team workspace. The goal is to transform Cloud Note from a note-taking and personal wiki product into an “online team wiki” product.