Work Experience
LINE
UX Strategist
Global EC UXD, Taiwan
Oct 2022 - Present
Responsible for the user experience and strategic development of LINE's e-commerce service, with a focus on discovering product opportunities and validation. Led user research to identify problems and opportunities for LINE GiftShop, the e-commerce service in Taiwan. Provided specific and impactful product recommendations and drove their implementation in product design and roadmap planning.
ROLE
Initiate and conduct user research & product validation to deliver strategic report to support product planning and product design in EC UXD team.
NTUC FairPrice
Fractional design lead
Loyalty team, Singapore
Jun 2022 - Nov 2022
Serving as the Loyalty Design Lead within the team, I supervise designers and researchers (up to five members) in the loyalty team. My duties entail leading the Loyalty Program project within the FairPrice App, encompassing all facets of experience design for rewards, vouchers, the loyalty program, and other components. This spans across physical stores, the website, and the app in an end-to-end manner. The objective is to boost user visits and retention for FairPrice.
ROLE
Loyalty design lead for FairPrice App Rewards, including Vouchers, Play and Win.
Shopify
Senior Product Designer
Growth R&D, Canada
Oct 2020 - Dec 2021
Compared to January 2020, 34% of small businesses in America have closed. The pandemic has compelled many small business owners to shut down their physical stores, prompting a shift towards online platforms and product sales. Within the Growth team, our mission extends beyond merely onboarding individuals onto Shopify. We strive to nurture and support more people in starting their online businesses, thus contributing to an improved quality of life for everyone.
ROLE
Product design & product research in growth team. Work for Linkpop, a link in bio tool designed for commerce.
Grab
Senior Product Designer
Transport Team, Singapore
Sep 2019 - Oct 2020
Passenger experience is paramount, particularly in South East Asia, where people have come to rely on the convenient ride services offered by Grab. As a member of the Transport design team, my challenges extend beyond merely supporting new features and providing usable riding services. My primary focus now lies in facilitating easy booking, swift pickups, and ensuring passengers arrive at their destinations comfortably and safely.
ROLE
Responsible for the passenger ride booking experience in Grab app. Conduct ideation workshops to propose new ideas and drive for UI enhancement, build up the design system, and set up the collaboration workflow to improve the design consistency and quality.
DBS Bank
AVP UX designer
CBG UXD, Singapore
Nov 2017 - Aug 2019
Not only to delivering exceptional UX to enhance users' lives, but as a member of the design standard team, my role extends to supporting product designers, developers, and the product team as a whole, striving to improve their experiences and contribute to the success of the business. My focus lies in information architecture, UI flow, and overseeing interaction design, while also defining UI patterns and design guidelines.
Role
Act as the first dedicated interaction designer in the team, define information architecture, UI flows, patterns, design interactions, and deliver design guidelines in Design Language System for all the designers. Setup review meeting and oversee the entire UX/UI design across Mobile Banking, iBanking and multiple digital channels across all the markets.
Tencent
Lead UX designer
International Business Group, China
2016 - 2017
Senior UX designer
Customer Research and User Experience Design Center (CDC)
2014 - 2016
After spending nearly five years working in Taiwan, I relocated to China and joined Tencent, the largest Internet company in Asia, seizing the opportunity to immerse myself in the intense competition of the rapidly expanding Chinese mobile market in 2014. Over the course of three years, I participated in several diverse design projects spanning WeChat, Tencent's social ad platform, and online music streaming services.
ROLE
Act as the lead UX design to oversee the end-to-end UI design, design interaction, prototypes and drive the visual design for JOOX and Tencent Gongyi charitable crowdfunding platform in WeChat, and tourism service design to help rural village in Southwest China fighting with poverty.
TrendMicro
Senior UX designer
Human Interface Engineer (HIE), Taiwan
2011 - 2014
The TrendMicro Human Interface Engineer (HIE) team is one of the largest user-centered design teams comprised of top UX professionals in Taiwan. As a UX designer within the enterprise team, my responsibilities included designing complex security products tailored for enterprise-level companies across North America, Europe, Japan, and Taiwan.
ROLE
Work with marketing and product team to clarify persona and user requirements by conducting in-depth user interview and early design validation. Design UI flows and drive the overall interface visual design and UI wording refinement with visual designer and tech writers. Involve in the agile development cycle and work closely with R&D release by release for Endpoint Security Protection solution including Trend Micro Safe Lock, Trend Micro Endpoint Encryption, Trend Micro Endpoint Application Control.
MStar Semiconductor
UX designer
UI team, Mobile division, Taiwan
2010 - 2011
It was my first full-time UI design job after graduating from school. I was responsible for designing wireframes, flows, and interactions, beginning with feature phone OS and smart TV OS. When Android phones gained popularity in 2010, I began leading the project for customized Android OS UI design built into chips sold to Chinese phone makers.
ROLE
Lead the small UI design team plan and drive the innovation design for Android mobile phone OS UI design. Also design the interaction and maintain the mainline flow design for mobile phone OS and smart TV OS.
Yahoo!
User experience researcher intern
User Experience Design, Taiwan
2008
During my internship with the UED team in Yahoo! Taiwan, I gained practical experience in internet product design processes and research. This involved tasks such as collecting UI patterns for Yahoo! News, conducting research, and providing support during usability testing sessions.
ROLE
Support UX researcher conduct usability testing for Yahoo! News and homepage. Also conducted several user-generated content/web readability researches and shared to designers and product teams.