Jun 2024 – Dec 2024 · 6 mos · San Francisco, California, United States · On-site

• DeForm is questing mobile & web application for Web3 brands to engage with their fans & community.
• Led strategy and design for Campaigns Product and designed NFT, quiz, and social quests. Product helped drive growth for brands like Sanrio, Asahi and OneFootball Club. The product launch increased the company’s revenue from 15K to 456K, with 60K in average revenue per campaign. 3 million users participated on the Campaigns product.
• Introduced Rewards as a product offering: Directed and executed the Rewards, NFT claim and activities recommendation experience, achieving 30% increase in quest completion.

Apr 2023 – Jul 2024 · 1 yr 3 mos · San Francisco, California, United States · Hybrid

• Designed www.pomelo.com, achieving x4 conversion rate increase with the same ad spending.
• Improved onboarding funnel with data-informed decisions and design, resulting in 1.6x increase in new customers information submission during onboarding.
• Product owner of the Money Transaction Notifications (SMS & Email) and sustained high repayment rates through cross-functional collaboration with Engineering and Support.
• Designed the experience for Card Activation, encompassing Web Activation Flow and Physical Card Mailer, crucial for customer spend.

May 2022 – Mar 2023 · 10 mos · San Francisco Bay Area

• As the first hire, I brought the product from ideation to launch through collaboration with the team.
• Conducted user research together with founders, synthesized findings and identified right problems to solve.
• Facilitated team sessions to align and ideate solutions together.
• Partnered with engineering and team to translate findings into prioritized features in the roadmap.
• Led UX by designing the end-to-end experience on the Cromatic product.
• Contributed to the strategic vision and the evolution of the brand
• Brought branding, marketing and product to life by working across all design and marketing tasks from branding the startup, designing landing pages, working on events and social media collaterals and managing Cromatic's social media.
• Designed improvements on landing pages by using data to ideate solutions, leading to increase in user session.

Sep 2021 – Mar 2022 · 6 mos · Singapore, Singapore

• · Led the designs and established the product’s first design system through close collaboration.
• · Introduced design processes to formulate hypothesis, and prototype options for evaluation.
• · Improved UX for Logistics Intelligence by conducting research with sales team, design explorations and carrying out stakeholder management.

Feb 2020 – Aug 2020 · 6 mos · San Francisco Bay Area

• · Launched Open Source Chiplet Initiative in partnership with Google.
• · Conducted Design Sprint with Engineers to understand business strategy and user goals.
• · Rebranded zGlue.com Homepage, aligned to business goals which led to 4x increase in lead generated
• · Supported Engineering team with ChipBuilder and ChipletStore (Products)
• · Collaborated with front-end developers on landing pages
• · Created wireframes, storyboards, sitemaps, screenflows and prototypes
• · Analyzed user feedback and activity, and iterate to enhance user experience
• Digital Marketing
• · Developed, plan and manage social media platforms
• · Designed our digital marketing department, marketing database and display advertising campaigns
• · Prepared accurate reports on marketing campaign's overall performance
• · Evaluated important metrics that affect website traffic, service quota and target audience
• · Worked with team to brainstorm new and innovative growth strategies

May 2019 – Feb 2020 · 9 mos · San Francisco Bay Area

• · Rapidly prototyped and designed wireframes for zGlue Web App.
• · Collaborated with engineers to ship Chiplet Console Web App.
• · Launched in Sept 2019, it defined a better workflow and business process for Semiconductor companies using Chiplet Console.
• · Worked with Director of Marketing on content strategy and brand assets

Mar 2019 – May 2019 · 2 mos · San Francisco Bay Area

• · Improved app's usability and experience by conducting user research and
• testing.
• · Collaborated with Customer Success team on feedback gathering.
• · Worked with Project Manager and Designers on AI Powered Recruiting Software
• · Prototyping and Visual User Interface Design for Dashboards

Nov 2018 – Jan 2019 · 2 mos · Singapore

• First Product & Design Hire
• Designed a web application leveraging AI and machine learning to automate ultrasound reporting, reducing reporting time and improving accuracy for radiologists.
• Collaborated closely with ML and AI engineers to integrate features like automatic nodule detection, characterization, and report pre-population based on diagnostic standards (e.g., TI-RADS).
• Conducted research and testing at hospitals, iterating on workflows to optimize AI-driven functionality and ensure alignment with clinicians’ needs.
• Established a scalable Style Guide and streamlined the design process to support rapid development with the engineering team.

May 2018 – Jul 2018 · 2 mos

• Designed Collaterals of Swedish National Day 2018 for Sweden Embassy of Singapore.
• Development of graphic, layout and production
• Study of Visual Identity of Sweden Embassy, Developed Brand Identity.