Leading the UX practice for Human Centered Design agency
Key clients:
Monetary Authority of Singapore
ASEAN Financial Innovation Network
TTB Bank (Thailand’s 5th largest bank)
Thanachart Bank
TMB Bank
Director Of UX at Brankas September 2021 – April 2023
Led the UX organization comprised of the Research, Product Design, Editorial Design, and Writing teams
Responsible for growing and mentoring team members
Helped build product and identify new product opportunities for 8+ countries across Asia (SEA, South Asia and Middle East)
Led the rebrand of the company identity to provide a more consistent experience to consumers
Oversaw planning and execution of the design system for faster delivery to project based clients and company products
Oversaw efforts to improve new customer onboarding experience leading to 53% decrease in new customer onboarding time
De facto Head of Operations, monitoring company wide metrics and driving cross team process initiatives for faster execution and achievement of North Star Metrics
Head of User Experience Xendit Aug 2019 – Apr 2020
Grew UX Team 4x
Planned, executed and delivered a design system in collaboration with the engineering teams that enabled the company to merge product design and development efforts of 4 Xendit Group companies into 1 design system and code library in a span of 3 months. This led to significant cost savings and 50% decrease in time for shipping products across all 4 Xendit group companies
User Experience Researcher Agoda Feb 2015 – May 2019
Pioneered UX design at Agoda by training team members from Senior Leadership (VP level) all the way down to PM on human centered design process in an agile product development lifecycle, making it the first stage of all web and mobile application development
Identified unknown frictions, root causes of hotel partner issues, and cost saving opportunities of US$ 5MM per year
Identified a new product opportunity for Agoda through in-depth discovery research, resulting in the creation of YCS mobile app
Increased conversion on consumer facing products by translating contextual insights into product experiments
Led research on Agoda Homes from Oct 2018 – May 2019
Led research on Supply Products from Jan 2017 – Sep 2018
Led research on Consumer Products from Feb 2015 – Dec 2016
User Experience Designer EdgeOne Medical Jan 2014 – Feb 2015
Led UX efforts on stealth MedTech project partnering with major organizations like iBio Institute
Defined product strategy by leveraging insights from user research
Instructor, Product Track Startup Institute Nov 2013 – Feb 2015
Recognized consistently among the top rated instructors for Startup Institute Chicago
User Experience Designer SimpleRelevance (TechStars Chicago ’13) [Acquired] Jul 2012 – Dec 2013
Led UX Team of 3 and managed design contractors
Redesigned Dashboard from ground up applying insights generated from UX research resulting in 20% increase in customer engagement
Received recognition from Nissan Motors project team that we collaborated with for a special project, for delivering the product 2 weeks ahead of schedule
Designed CEO’s TechStars demo day pitch deck that helped raise Series A funding of US$ 1.5MM
Co-Founder Stop & Stare Jul 2011 – Jun 2013
Content Manager Collaboraction Jan 2012 – Jan 2013
Web Developer Jules F Knapp Entrepreneurship Center April 2022 – Present