Doofood is a Korean meal kit service that delivers simple recipes and prepped ingredients for healthy and high-quality Korean meals.

Worked closely with CEO in defining brand value and identity, and high-level product, business, and marketing strategy. Directed redesign of the website with interaction design system by conducting research to understanding user’s need and defined product flow, and consistent visual design system including logo, typography, UI, color, layout, and iconography. Lead the team consisting of a marketing strategist, a backend, and a front-end engineer.

Transformed conceptual ideas into impactful visual and interactive designs within a fast-paced, iterative environment. Developed prototypes to visualize concepts and created intuitive, user-centered interfaces for mobile and web platforms. Collaborated with clients and iterated on designs, solving complex user challenges and enhancing the overall product experience for clients like Epic Games, BD Bright, Goldman Sachs, and College Board.

Led an agile team as the UX and visual design lead to redesign Haven Life's consumer-facing digital platform and significantly enhanced the life insurance customer experience by automating the traditionally manual underwriting process, making it faster, more efficient, and user-friendly.

Transformed complex life insurance systems into intuitive user flows, wireframes, and prototypes, simplifying the customer journey through the platform, which offers real policy rates, immediate eligibility, and the possibility of coverage without a medical exam.

Created and updated brand guidelines and various design assets, and ensured consistency with the brand across all teams by leading an agile team of a product manager, engineers, business analyst, user researcher, and designers to create an innovative tech-focused web application.

Have extensive experiences at IBM as UI/UX designer and have worked closely with various Fortune 500 clients including American Express, Citibank, IBM, Metlife, and Apple.

IBM Watson - My Staffing Advisor (MySA)

Created a clear and clean Android and iOS UI design for essential IBM mobile and tablet applications powered by Watson AI for 190,000 IBM Consultants.

Citi Innovation Lab

Created storyboards, user flows, wireframes and UI designs and prototypes using Sketch and Adobe Ilustrator for Citi Financial Education Application and Disaster Alert Application for Citibank Employees.

Metlife

Helped facilitate Design Thinking Camp for Metlife Client and created a Metlife HR Portal Design proposal presentation for clients.

Apple+IBM

Designed and built E-Commerce Web Application prototype with IBM creative team and Apple employees for restaurant owners and customers.

American Express

Visualized complex system with simplified and clear infographics to communicate current and future state of AMEX’s systems structure.