Built frameworks, design experience ecosystems, and distinct brand visual identities for startup clients;

successfully secured seed round funding (~$5 million); hosted a nonprofit podcast show with over 3 million plays to advocate for designers' stories.

Collaborated with agile entrepreneurial teams of 5-20+ across business, strategy, and development to conceive, brand and ship an AI embedded customer software.

Led a team of designers in a stealth human-machine interface startup through strategy to ideation, workshopped ideas with scientists to translate jargon into user-friendly language for stakeholder pitch decks, storytelling, product demo.

Game experience surface design owner - defined and led the experiences across mobile, desktop, console, and XR, shaping the game-experience surface for 92.5 M+ daily active users, where users spend over 80% of their time on the platform.

Revitalized Roblox's experience UI after years of stagnation, driving measurable platform-wide improvements, including a 0.25% increase in DAU and a 0.54% boost in total time spent - enhancing engagement and retention.

Led the strategic vision and execution of the in-experience UI, driving alignment across 6+ multi-disciplinary teams (e-commerce, social, marketplace, music, etc) to balance business objectives with user and game developer needs. Orchestrated design strategies that shaped the long-term roadmap of the game-experience ecosystem.

Architected and scaled the in-experience design system, defining principles and guidance that accelerated design and engineering execution across platforms.

Championed user-centered, data-driven design evolution, collaborating with leadership across UXR, DSA, PM, and Engineering to integrate research insights, optimize useability, and align design direction with Roblox's long-term strategic goals.

Alibaba, Microsoft, Amazon, Snowflake, bp, Gartner, Vimeo, Nike

Led the direction of end-to-end user experience, responsible for building speculative vision, directing UX, producing high-quality wireframes, user journey, and Informative architecture for global digital products and clients with limited timelines: defined business requirements and strategic insights into the consumer-facing experience with multiple platforms.

Managed and mentored interns and junior and senior designers to facilitate their skills and career growth.

Conducted regular 1:1 meetings to ensure team health, workload, and conflict resolution.

Collaborated with researchers, PMs, and other disciplines to develop data-driven design plans/decisions, workshops, and usability testing plans.

Develop indie games

Responsible for planning, scoping, and directing design for product on multiple platforms (Desktop, Mobile web), influencing the shape of the product with research and vision while executing design works using high-quality wireframes, user journeys, information architecture, and interactive prototypes.

Led the direction of end-to-end user experience on an e-commerce project, emphasizing acquisition and shopping experience, influencing over 260 cities, and counting users’ daily lives.

Collaborated with executives on PM, strategy, visual, and stakeholders to define business metrics, product vision, and roadmap for its immediate and long-term success.