I’m a Designer and Strategist since 2016 — bridging business goals and user needs

My enthusiasm thrives on data-informed design, both qualitative and quantitative. I’ve honed distinct expertise in shaping product vision and strategy, delivering tangible user value, and innovating in creating 0-1 products.

Selected projects ↓

Xero Global Navigation

SaaS
Complex workflows
Product at-scale

Leading the design strategy to revamp wayfinding experience in Xero with a Jobs-to-be-Done (JTBD) approach

Xero Global Notification

Complex workflows
Domain deep
Data-driven

Crafting a north star communication solution for Xero to give small business customers time back and peace of mind that increased engagement rate by over 24% in the first iteration

Trally: Live Streaming App

Consumer facing
iOS + Andriod

Building a 0-to-1 product for key features that drive revenue, leading to over 300 product demo requests within a month