NIA

A Selection of Freelance Projects Through The Years

2023

Lead Product Designer & Strategist

Greenwood Bank

Greenwood Bank aimed to modernize its digital banking experience to better serve its growing customer base but lacked a cohesive product strategy and design direction.

I collaborated closely with the Head of Product and engineering teams to develop a comprehensive product strategy. I also led the redesign of key banking features, focusing on user-centric design principles and accessibility.

Result: Delivered a streamlined digital banking experience that improved user engagement by 15% and increased premium subscriptions by 11% in the first month.

2023

Product Design Manager

Sizzl

As a new social media platform for culinary enthusiasts, Sizzl needed to define and design its MVP to attract and retain users in a competitive market.

I led a global team of two junior designers (based in Japan & California) and researchers (based in UK) to plan and design the MVP experience. I helped development testing plans and processes to gather feedback from platform users and creators, ensuring the product met user needs.

Result: Successfully launched the MVP, achieving a 20% higher user retention rate compared to industry benchmarks within the first three months.

Visited Vietnam with Sizzl and got to meet the entire team and plan Sizzl's future!

2022

Lead Product Designer

Penguin Random House

Penguin Random House needed to unify its numerous sub-brands under a cohesive main brand while enhancing its CRM experience and website templates.

I planned and led the unification project, designing a CRM experience using Contently and creating website templates for various imprints. I also conducted stakeholder research to inform template designs and worked on several web page designs for PRH’s 11,000 daily active users.

Result: Achieved a consistent brand identity across sub-brands, leading to a 30% increase in user engagement and a 25% improvement in content management efficiency.

2021

Lead Product Designer

Consensys | Palm.io

Palm.io, an NFT crypto studio, needed to create a marketing website, crypto payment flow, and raffle management system for Damien Hirst’s first NFT drop, along with improving Metamask’s onboarding experience.

I collaborated with Palm.io to design the marketing website, payment flow, and raffle system. Additionally, I redesigned Metamask’s mobile onboarding experience based on data-driven insights to enhance user adoption.

Result: The NFT drop sold out within minutes, generating significant revenue, and the new Metamask onboarding experience led to a 40% increase in user activation rates.

2021

Lead Product Designer

Salesforce Dreamforce Conference

Salesforce needed to create an immersive experience for its first-ever virtual Dreamforce conference, ensuring high user engagement across devices.

I worked with a multidisciplinary team to design mobile-responsive stream, channel, and detail pages. We focused on creating an intuitive and engaging user interface that translated the energy of in-person events to a virtual platform.

Result: The virtual conference attracted over 140,000 attendees, with the redesigned interface contributing to a 35% increase in session engagement compared to previous virtual events.

2019

Senior UX/UI Designer

Spyce

Spyce was a groundbreaking restaurant concept developed by four MIT engineering graduates, aiming to revolutionize fast-casual dining through automation. The restaurant featured a robotic kitchen capable of preparing meals in under three minutes, offering healthy, affordable options to customers.

As a freelance product designer, I was brought on to enhance the user experience of Spyce's digital ordering system. The challenge was to create an intuitive interface that seamlessly integrated with the robotic kitchen, ensuring a smooth and engaging customer journey from order placement to meal pickup.

I collaborated closely with the founding team to define the product vision and user journey. Conducted user research to identify pain points and opportunities, leading to the development of a streamlined onboarding process and personalized recommendation engine. I also designed a responsive web application with an intuitive interface, ensuring accessibility and engagement across devices.

Result: The redesigned platform led to a 40% increase in user engagement and a 25% boost in user retention within the first three months post-launch. The improved user experience positioned Spyce for successful partnerships with local businesses and set the foundation for future growth.