foodpanda
2022 - Present

• Taking care of the B2C and B2B sides of the New Business (NewBus) tribe - foodpanda for business (ffb) domain.

• By integrating foodpanda for business, companies can manage all their employee databases and office locations. Employees can be categorized into departments and provided with weekly, monthly, or daily food allowances and pandapro subscriptions.

• My role as a designer involves developing the design capabilities of the Admin Company Portal, which is a SaaS platform that HRs use to configure employee benefits and set up policies. In my role as a designer, I get to influence different UX features in the Portal that HRs can use to manage their employees, allowance order rules, budgeting, and expense reporting.

• Additionally, foodpanda's app can provide a fully customized product design for end users who have enabled their business profiles. We want to ensure that users have access to their company-provided allowances and that they can use them effectively when they are available. Regarding the product success metrics, the top 3 I help drive are the activation rate, allowance utilization, and GMV.

Delivery Hero
2021 - 2022

• Spearheaded the design of user journeys for Wallet, Money Transfers, and Value Added Services (VAS) for two squads in Delivery Hero's Fintech tribe, driving measurable improvements in user experience and product performance. 

• Designed and optimized Mobile and Enterprise Design Systems, effectively supporting complex requirements and interactions for a decade-long experience in tech design. 

• Empowered Delivery Hero's riders in the APAC region with financial tools and resources, resulting in an exceptional experience for all stakeholders, including riders and consumers, and driving positive financial outcomes.

Zinier
2019 - 2021

• Successfully led a team in enabling low-code components and implementing new design systems in Studio-Z for web and mobile platforms, resulting in streamlined product development and improved user experience. As a hands-on contributor and team leader, I oversaw the creation of design artifacts for user research studies, product specs, and developer hand-off, collaborating closely with cross-functional teams including product managers, developers, researchers, and customer success. 

• Previously served as the Product Design Researcher for Zinier's enterprise platform, working as both a product designer and UX researcher to tackle complex enterprise problems related to customization and client onboarding for a new CRM solution, driving significant improvements in product performance and user satisfaction.

Hike Messenger
2014 - 2019

• Led a team of five product designers and data engineers while also contributing as an individual designer in the development of a machine learning tool utilizing Expressions Design Studio (EDS). This tool provided users with automated sticker responses in a split second, driving significant improvements in user experience. 

• Worked as a Product Art Director for the Sticker messaging team, launching over 15K stickers in a single year while navigating ambiguity and driving the adoption of an AI-first approach to discovering and creating stickers. Through my leadership, the team achieved exceptional results, positioning the company as a leader in the industry.

Maya/Plackal
2013 - 2014

• Designed and successfully launched three mobile apps - LoveCycles (Maya), JusWrite, and WiHi - across Android, iOS, and Windows Surface platforms within a rapid 300-day timeframe. Notably, LoveCycles (Maya) achieved global success with over 4 million downloads, contributing to significant improvements in user experience and product performance.

Zepo
2012 - 2013

• Conceptualized, developed, and launched over 90 highly effective e-commerce store-front templates across five distinct layout designs, resulting in measurable improvements in user engagement and sales conversions. Collaborated closely with the sales and marketing team to capture end-user requirements, utilizing Adobe tools to create high-fidelity prototypes that effectively captured and communicated customer needs.