Leading the evolution of TikTok’s 3M CRM platform from today’s AI-assisted model to an AI-led future.

• Led the whole UX function in a seed-stage startup to modernize recruiting with AI.

• Oversaw the creation of multiple 0-1 products from concept to launch, securing paying customers ranging from startups to Fortune 500 companies.

• Developed a comprehensive Hirefly design system from the ground up, ensuring consistency, responsiveness, and scalability across products and platforms.

• Established an agile UX workflow within the product development lifecycle, rapidly iterating based on customer feedback, user interviews, and competitive analysis.

• Drove the creation of a flexible identity system connecting billions of profiles across Google apps. Collaborated with multiple product teams (e.g., GPay, Maps, Messages…) as a horizontal partner to address diverse use cases, ensuring consistency and cohesion throughout the Google ecosystem.

• Grew the user base of Youtube Creator Diagnosis by 10X by revamping the tool’s interaction and visuals. Guided the cross-functional team through the end-to-end process, including UX research, iteration, and execution.

• Additional contributions: cross-platform designs (Android+iOS+Web), responsive design, Material Design application, accessibility guidelines, and mentoring aspiring product designers.

BittyCasting is an online tool for independent creators to manage creative projects without rummaging through inboxes. The goal is to streamline the process of sending, receiving and organizing headshots, resumes, cover letters, reels, audition, applications, etc. for multiple characters and multiple projects. Let users focus on sorting talent, not files.

Cooperating with 3 other professionals in charge of research, sales, marketing and back-end development, I take the lead in the overall brand identity design, interaction design, visual design, prototyping, video making and front-end development.

• Led the design process of the app/web projects, including ux research, interaction design, visual design and prototyping.

• Coordinated a cross-functional team (strategists/developers/PMs) internally and took charge of milestone presentations to clients externally.

• Gave design guidance and workshops to trainees and interns.

• Clients: Allego, Booking.com, GGD, HvA, Museon, PwC, Rijkswaterstaat, Salesboard.

• In charge of a research project that rethinks and reimagines the authentic mobile interaction.

• User experience research / usability tests / idea generation / prototype building.

• The final product, FluidCalendar, creates a novel tactile experience by applying fluid’s flowing characteristic to the touchscreen.

• Conducted focus group interviews for the user experience report.

• Assisted in the research about the cutting-edge technical trend.

• Developed conceptual ideas with senior designers through brainstorming.