Highlights Science Collection

Client: CITIC Press Group (中信出版社)

My Role: Project Manager

The Team: Led a cross-functional squad of 4 (1 UI/UX Designer, 1 Unity Dev, 1 Mini-program Dev, 1 Backend Dev).

Technical Platforms: Unity (Cross-platform), WeChat Mini-program.

overview

Building an O2O Gamified Learning Ecosystem

This O2O digital project for CITIC Press Group was designed to transform the globally renowned “Read with Highlights Science Collection” into an interactive digital learning experience for children aged 3–9. The collection features 100 nonfiction eReaders covering the science topics kids are most curious about.

By integrating the physical books with a WeChat Mini Program and a tablet app, we established a closed-loop O2O (Offline-to-Online) ecosystem that combines monetization with immersive learning.

Challenge

Bridging the Gap Between Physical and Digital

Traditional publishing faces rapid user churn, limited digital value-add, and IP risks. This project addressed four critical pain points:

  1. Monetization & Value-Add (Physical-to-Digital Upsell): The platform serves as an exclusive digital extension. While physical books are the entry point, the system drives incremental revenue—parents buying Level 1 books can seamlessly unlock or purchase digital editions for Levels 2-6.
  2. Contextual UX Design (WeChat Ecosystem): Recognizing the China market dependency on WeChat, we used a Mini-program as the primary “Activation Hub” to minimize friction for parents redeeming codes.
  3. Seamless Cross-Platform Synchronization: Bridged the data silo between WeChat (Mobile) and Unity (Tablets) by defining a unified data architecture.
  4. From Passive Reading to Active Retention: Transformed static content into a gamified experience to solve low engagement.

Approach

1. Frictionless O2O Journey

Minimized operational costs for parents through QR code activation and a unified account system using SMS verification to sync progress between WeChat and Native Apps.

  • The Logic: Users redeem codes in the WeChat Mini-program (easy for payment/social sharing).
  • The Sync: I worked with the Backend and Unity developers to implement an SMS-based login that instantly fetches subscription status, ensuring that once a user activates on WeChat, the App is ready to use.

2. Closed-Loop Monetization

Transformed one-time book sales into a traceable digital service with tiered permissions and a 15-month subscription lifecycle managed via the backend.

  • Iterative Design: Managed the development of 3 types of mini-games (Matching, Spelling, Listening) to test scientific knowledge.
  • Technical Oversight: Oversaw the version update such as text wrapping and punctuation logic for bilingual (CN/EN) content.

3. Gamified Learning Framework

Built 108 scientific topics in Unity with a “100% Accuracy Challenge” logic to ensure educational quality and build parent trust.

Results & Impact

  • Seamless O2O Integration: Successfully launched a closed-loop system where the physical book acts as the primary acquisition channel for the digital platform.
  • High Performance: Delivered a robust Unity-based app that maintains high-quality interactivity across both high-end iPads and budget Android tablets.
  • Cross-Platform Consistency: Achieved 100% data synchronization between WeChat Mini-program (activation) and Tablet Apps (consumption).

💡 Product Insight

In multi-platform projects, a PM’s value lies in “Value-Add Monetization” and “Process Simplification.” Success came from an effortless activation flow for parents and a high-motivation reward system for children.