• Leading the redesign of the event creation experience to support the events marketplace MVP launch, streamlining workflows for event organizers.

• Optimizing the end-to-end booking flow by improving search functionality and establishing clear user identity models for both event organizers and seekers.

• Mentoring junior designers in the design process, project planning, and documentation best practices, fostering team growth and design consistency.

• Initiating and maintaining a scalable design system structure, ensuring design alignment and efficiency across the product team.

• Redesigned the end-to-end checkout experience to support multi-day meal planning and delivery services on web, contributing to a 6.3% increase in average order value (AOV) and a 12% boost in checkout completion rate within two months post-launch.

• Optimized the homepage layout to accommodate new service offerings—including group-buy, secondary filters, and a chef mode toggle— resulting in a 7.5% increase in user engagement and a 4.2% uplift in conversion rate across high-intent visitors.

• Ran lightweight user interviews and usability studies to navigate project ambiguity.

• Synthesized research findings to identify key insights that informed design reviews and guided design direction.

• Streamlined and simplified ads and coupon experience for new and returning users, resulting in a 4.8% increase in customer lifetime value.

• Enhanced product discovery by introducing a curated product collection on the homepage, increasing snack category sales by 5.1%.

• Leading end-to-end design projects for both Growth and Core UX departments.

• Actively improved design based on customer feedback, usability study, and A/B testing data, increasing $10M in monthly sales during 2022.

• Initiated a new workflow with other designers to better maintain and refine the new design system 3.0 (launched).

• Originated persona, journey maps, and research plan to frame problem spaces for a major web redesign project.

• Ran user research and UX studies across properties and identified opportunities for existing and prospective user experiences.

• Visualized complex workflows and interactions.

• Reconstructed and transferred the design system from Sketch to Figma with best practices to ensure scalability and accessibility.

Gave brands polish and optimized companies end-to-end with human-centered design, visual design, web development, email marketing, editorial design, and photography capabilities. Some clients include Think Composites, Datong Logistics, and NewE Health Management.