Designed an AI document processing and tracking web app, borrower marketplace websites, and loan calculators, including features such as income calculator, onboarding flow, and proofreading flow, enabling loan officers and brokers to better process complex loan applications. The product is used by 90% of Northern California loan officers, with 1,200+ daily active users and 95%+ satisfaction rate.

• Conducted UX audit & heuristic evaluation, focus group interviews and user interviews; created persona and journey maps to uncover pain points; led early competitive analysis, assessed SEO growth strategies, and drove concept ideation. Worked in cross-functional collaboration with product managers, marketing teams, and engineers to resolve conflicts; developed user flow and information architecture to guide solution exploration.

• Built a design system with a 300+ component library, including style guide and color scheme aligned with brand identity, ensuring responsive design; executed rapid prototyping and iterated through usability testing and performance monitoring; presented designs and influenced the cross-functional team.

• Led hand-off meetings with the dev team, presenting documented user flows, features, and annotations; created QA forms, used analytics tools, and provided QA support. Partnered with PMs on roadmap defining, managed projects based on feasibility, deadlines, and engineering resources, and defined the MVP; navigated ambiguity with curiosity.

Designed a B2B finance planning web app from scratch, enabling entrepreneurs to gain funding and connect with talent, including features such as an allocation dashboard and an AR-powered travel booking platform; the product was founded and developed by former FAANG talent.

• Conducted interviews to uncover pain points and drive concept ideation; created persona and journey maps to guide iteration. Designed the company design system and style guide including typography, color scheme, and iconography; led rapid prototyping to validate concepts.

• Drove meetings with clients and PMs to prioritize product values; worked in cross-functional collaboration to manage projects with an ownership mindset, resolve conflicts, and deal with ambiguity; articulated design decisions by presenting designs with storytelling to stakeholders and built influence without authority.

Designed a finance data reporting tool from 0–1, enabling financial analysts to update budgets and access data more efficiently, with features such as resource access flow and budget planning flow; redesigned the corporate website and newsletter visuals. The tool supports 900+ daily users, reshaped workflows for 1,500+ front-line staff, and influenced 11,000+ business partners.

• Led usability testing, conducting 1:1 user interviews with potential users from different teams and drafting the testing script; carried out stakeholder interviews to capture business requirements, identified pain points and drove concept ideation; developed persona and journey maps based on synthesized insights.

• Created user flow development, information architecture, and wireframe creation aligned with UX laws and best practices; iterated designs based on cross-functional collaboration feedback; built a design system with a component library and applied responsive design principles.

• Applied design system and executed rapid prototyping; delivered designs through UI specs & dev hand-off with clear annotations and provided QA support to ensure high-quality execution; influenced stakeholders through presentation and secured buy-in with an ownership mindset.

• Converted 12 high-fi interface mock-ups for the new game development with game designers, content strategists, and engineers.

• Customized 30+ in-game emojis, 50+ icons, and 10+ graphics with the matched game style.

• Designed 2 monthly in-game advertisement interfaces, which won positive feedback for the visual from players in the Apple Store comment section.