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.


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




2 product managers, 6 engineers


3 months

My Role

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

Final Deliverables

Through my research, I found that 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.

Design Process

Early Research

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

Focused Analysis

—User Journey Map
—Information Architecture

Early Generative

—Competitive Analysis

Prototype &  Evaluation

—UX Design
—Visual Design
—User Testing

01 Early Research

Collecting User Feedback from Online Surveys and App Store

Information Architecture of Current App

Affinity Mapping of All User Feedback

By combining quantitative research: looking at user behavioral data collected by developers, and qualitative research: conducting online surveys + analyzing feedback from App Store + interviewing Cloud Note users in person, I found that there are three types of users whom our current product could not satisfy, as shown below.

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 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 personas and was able to identify a shared user journey path, which is composed of two stages: 1)The Recording stage; 2)The Read/Replay Stage. I then listed out all the necessary steps and their corresponding potential features of the user path, and analysed their use frequency and level of priority.

With the user journey path, I was then able to map all the proposed potential features to the information architecture of the Voice Note function.

User Journey and Features with Different Levels of Priority

Information Architecture and Feature Hierarchy of Voice Note Function

03 Early Generative

Competitive Analysis


User Experience Flow in Details