• Provide UX and product strategy support for early-stage startups.

• Advise on onboarding flows, improving clarity of plans and increasing conversion.

• Contribute to monetization and pricing strategy, including subscription and plan design.

• Support definition of key metrics and help teams establish basic analytics tracking.

• Offer recommendations on engagement systems, including gamification and progress tracking.

• Collaborate with founders to shape product direction based on user needs and business goals.

• Identify opportunities to improve user experience and reduce friction in core flows.

• Apply experience from live service products to inform retention and growth strategies.

Led product design in two of EA’s top-performing live products — Covet Fashion & Star Wars: Galaxy of Heroes

• Growth & Revenue Focused: Led the design of subscription, bundling, reward, and gifting systems that connected user motivations with business outcomes through intuitive, well-structured experiences. Gifting contributed 15.7% of total weekly revenue post-launch.

• Social Design Focused: Delivered social-driven features such as Referral Program, Gifting and Nudge System to strengthen peer-to-peer interaction and foster community engagement. The Referral Program contributed to 2.3% of total organic installs and led to a 118% uplift in Day 1 retention for referred users.

• User Engagement Focused: Drove onboarding, task systems, and item customization features to sustain motivation from early use to long-term engagement. Enhanced the onboarding experience with a narrative-driven makeover, resulting in a 6% uplift in completion rate.

• Design Optimization: Modernized UI infrastructure by revamping the core store experience, unifying message popups, and introducing updated visual languages, improving targeting and clarity, resulting in a 37% uplift in promotion CTR among light spenders.

• DesignOps: Built UI libraries, formalized documentation and design reviews, and co-developed internal tools, integrating generative AI into concept exploration and workflow processes to improve alignment, consistency, and iteration speed.

• Cross-Platform Adaptation: Drove mobile-to-PC expansion by integrating unified login and identity systems, strengthening ecosystem connectivity and cross-product continuity. Established scalable UI patterns to ensure a cohesive, seamless experience across devices.

• Cross-Functional Collaboration: Partnered with PMs, engineers, UXR, QA, and copywriters throughout agile development cycles, driving features from concept to implementation, and supporting continuous optimization in a live ops environment.

Worked on #1 fashion mobile game Covet Fashion at Glu Mobile.

Glu Mobile was acquired by EA (April 2021)

Worked on a cross-platform, large-scale live service product, driving user engagement through continuous feature iteration and live operations.

• Feature Design: Drove 0-to-1 feature design in an agile environment, collaborating with cross-functional teams on social and monetization systems, and delivering wireframes, user flows, prototypes, UI art, motion, and implementation.

• Design Optimization: Redesigned store bundle layout and promotional surfaces, contributing to a 25% lift in new user conversion. Created seasonal store skins with interactive motion effects to boost engagement and prompt seasonal spending.

• Cross-Platform Localization: Led UI localization across mobile and PC by establishing scalable component guidelines and optimizing asset integration for multi-region delivery.

Tools:

Unity, Adobe XD, Photoshop and Cocos Studio

Co-founded a game studio and led the creative direction of two mobile games — COGNITION and Spin_Cycle — featured by Apple in over 130 countries.

• End-to-End Product Design: Led UI/UX, art and marketing efforts across the full product lifecycle from early concept and prototyping to launch and post-release support.

• Rapid Prototyping: Designed and tested 13 Unity prototypes in C# to quickly validate gameplay ideas, two evolved into globally featured releases.

Tools: Unity, Adobe Xd, Photoshop and Illustrator.

Awards & Recognition

Cognition

• Featured in 130 countries’ Apple App Store

• Best Mobile Game Finalist of Casual Connect USA 2016

• Best Mobile Game for Playcrafting 16 Bit Award.

• NYU Game Center Incubator 2016, Offical Selects

• Tokyo Game Show 2016, Indie Game Selects

• Showcased at IndieCade East 2016, Playcrafting, Brooklyn Brewery

Spin_Cycle

• Featured in 65 countries’ Apple App Store