Product UI/UX Design
UX Research
Customer Strategy
Merchandising
Art Direction
2022-23
The Project:
Improve checkout & cart conversion for product lines migrating off a legacy system.
The Setup:
I am the lead UX designer partnered with a product manager, overseeing the end-to-end design, testing, and alignment of cross-divisional stakeholders.
The Design Intentions:
Match updated design system and automation that leverage the new platform endpoints.
Validate designs via off-platform testing to avoid impacts to conversion.
The Effect:
Checkout shipped within 1 quarter, to meet OKR process.
11% increase in mobile, 5% increase in desktop conversion, 2022
Product Leadership
UX Research
Customer Strategy
2022
The Project:
The Rentals Visiontype is a cross-collaborative internal product for REI Co-op, demonstrating design thinking processes to outline the strategic product positioning and roadmap to execution.
The setup:
The rental business has yet to see a promising profit. This work must help stakeholders understand the gaps between the current state and customer needs. Vision drives decision
The intention:
Deliver a roadmap for integrated rental offerings amongst the greater product portfolio.
Identify clear and measurable targets to chart a path to profitability
My role:
As the lead designer, I:
conduct listening sessions with rental customers
facilitate stakeholder product ideation
design prototypes & presentations
socialize the product vision
coordinate the production roadmap with development
Product & Systems Design
UX Writing
Brand Marketing
Education
2020-21
The Project:
The educational enrichment sector is largely a mature industry comprised of small to medium-sized non-tech businesses. In effect, it is hard for families to find activities for kids. As parents, self-lead research can be time-staking and arduous. How do we make this overall experience more enjoyable?
ActivityHero is a leading C2C marketplace for kids’ camps and classes with over 10K businesses and providers selling to 4M families.
The Setup:
I am the sole designer, overseeing the end-to-end process for the marketplace, SaaS platform, and iOS app. Working cross-functionally with customer support, sales, and development teams to lead the design thinking in an Agile environment.
The Design Intentions:
Improve marketplace conversion through search page optimization, profile iteration, and cart & checkout redesign.
Improve on-platform lead generation through non-modal and interstitial user mapping.
Redesign SaaS customer onboarding flows and mobile accessibility.
The Effect:
10% increase in user log-in rate, 2021
7% increase in B2B onboarding completion, 2021
12% increase in cart conversion, 2021
$20M~ rev in new product offering during pandemic 2020
Product UI/UX Design
UX Research
Customer Strategy
2021
The project:
ActivityHero is a leading C2C marketplace for kids’ camps and classes with over 10K businesses and providers selling to 4M families.
Help kids help themselves. Build a feature that will improve the overall online class experience & improve customer satisfaction
The setup:
Create a child-centric profile so kids can experience self-led online classes
Be inclusive of non-readers
Make a time-saving solution for parents (Seriously, 10 mins makes a difference)
The intentions:
Phase 1: Reducing clutter for kids:
Convert session times to local timezone
Under Soon tab, only show sessions that are Today, Tomorrow, This Week. (example: if "Today" is Friday, "Tomorrow" is Saturday, no need to show "This Week")
Children can switch between different child my registration pages without a password. Only password protect switching to the parent profile
Show Online sessions only under the "soon" tab
if today is Saturday, then do not show anything if there are no sessions for that day
if today is Sunday, it is the start of the week, so show "tomorrow" or "this week" according to what sessions are upcoming
Hide all other buttons. if the enrollment is not complete (parent needs to finish forms) then do not show in the child view
Phase 2: Efficiency features
Only show Join Classroom button 10 minutes before the next upcoming session
If user has not yet clicked on the Join Classroom button, 30 seconds before the session begins, enable repeated alarm sound until user clicks join the classroom.
The effect:
Phase 1 Child Profile shipped with alarm sound due to browser limitations.
Event tracking for child profile usage are still needed to assess utility.
Product + Systems Design
Brand Development
Digital + Print Design
Marketing Strategy
2014-2020
The Project:
Video is the most utilized media today. Why shouldn’t you own and profit off of your own videos? Vevue seeks to solve this problem. Get paid for sharing videos.
The Setup:
I am the founding product designer for this next-generation social media network based on the blockchain. I am responsible for end-to-end design and coordination with the development team based in Shanghai to ship the iOS app. I also manage the community engagement team to gain insights on UX.
The Design Intention:
Let’s make an idea reality of course! … and let’s be first.
The Effect:
2017 successful initial coin offering raise of $2M
2018 launch of the first-ever movie on the blockchain
From Hong Kong - New York, world travels to speak at conferences about the awesome potential of blockchain in media!
Product Design
2017
The Project:
Cisco has over 140K+ employees and 50% are considered contractors. How do we utilize decentralized technology to help support accountability?
The Setup:
I am the sole product designer, overseeing the end-to-end process. I collaborated with key stakeholders from Cisco HR and Consensys, developers from CoMakery, and researchers from The Institute of the Future.
The Design Intention:
I designed this UI with the intention of transparency and flexibility. The program and widgets are customizable creating a seamless integration with countless co-working platforms.
UX included:
- Set-up their professional identity
- Create and maintain their professional portfolio
- Validate their portfolio by a trusted peer network
- Share their portfolio across organizations and platforms
- Fully own and control their personal data
The Result:
A working proof-of-concept open-source product that allowed Cisco HR to explore their initiatives and allows creation of contribution claims and confirmations as signed claims, using uPort + IPFS + Ethereum.
The project was shipped in 8 weeks.
Product Design
2017
The Project:
The entrepreneurial class is rising and it’s increasingly more difficult to go from zero to one. CoMakery is a platform that seeks to incentivize collaboration through sharing equity in new ideas.
The Setup:
As a seed round startup, I am the sole designer to build the meta-project in collaboration with the founding team to go from 0-1 in an Agile environment.
The Design Intention:
Build fast, build right! I explored various collaborative projects to identify necessary tools for execution.
Build it by example! We utilized the CoMakery infrastructure of equity sharing to build CoMakery.
The Effect:
Successful Series A & B funding.
Communication Systems Architecture
Visual Merchandising Design
Print Production
2011
The Project:
The retail teams had difficulty keeping merchandising standards. In one season, our manager had us visit all retail outlets in southern California to remerchandise the product. There had to be a better way.
The Setup:
I am the lead designer for the Retail Marketing and Merchandising Book for Urban Decay, working closely with the global merchandising manager, print house, and manufacturing third parties.
The Design Intention:
A consolidated system to relay planogram updates and product education to local and international teams.
The Effect:
This became the seasonal central communications tool for company-wide retail sales.
As part of my ownership of international merchandising, I also design custom displays for Sephora in Asia, Europe, and notably the Champs-Élysées flagship.
Product Concept to Production
Digital Art Direction
2014
The Project:
As a renowned house of fragrance, Coty produces some of the biggest names. Loveswept was launched as a new signature fragrance for Philosophy Inc.
The Setup:
Product co-developed with Rachel Lakin. Photography by David Butler. Stakeholders included Coty corporate leadership, Philosophy creative services leadership, and marketing.
The Design Intention:
Let’s make something young and romantic! I think I painted over 300 hearts to find the right one. We explored typography, innovation in the substrates, and printing processes.