Since May 2024, as Design Lead at Goodnotes, I have shifted from ensuring feature parity across platforms to leading Mac and iPhone improvements, driving initiatives to enhance their user experience.

• Ensuring Goodnotes is a compelling tool for users who prefer or require typed notes.

• Refining interaction design to make navigation and workflows more intuitive across these devices.

• Strengthening Goodnotes' positioning as the go-to application for digital note-taking on Mac and iPhone.

• Implementing user-centered design updates to improve accessibility and efficiency for users on both platforms.

• Regularly conduct user research and usability testing to explore and validate design ideas, ensuring that features meet user expectations and are intuitive, discoverable, and easy to use.

• Actively coach and mentor fellow designers as the team expands, fostering growth through design jams, collaborative reviews, and ongoing feedback to maintain product consistency and inspire innovation.

Specializing in product and brand design, I was the first designer at the organization and led the team solo for the first three years. As our team rapidly grew, I shifted my focus to digital note-taking experiences, collaborating closely with Product and Engineering teams to transform data insights and research into beautifully crafted products.

My duties and missions include:

• Helping recruit and build our design team to support rapid scaling.

• Working on core features in Goodnotes 5, such as search, file management, document creation flow, core note-taking experience, and tooling support.

• Being part of the core team designing Goodnotes 6, including onboarding and subscription flow.

• Providing design support for scaling our product to other platforms such as Web, Android, and Windows.

• Oversaw and consulted on all UX initiatives for business units across APAC, partnering with cross-functional teams—including designers, product managers, and developers—to ensure alignment and design quality.

• Led the growth and development of the UX function, expanding the team from 3 to a larger, multidisciplinary group through targeted hiring and mentorship.

• Directed the end-to-end UX revamp of Watsons’s e-commerce platform, driving initial research, information architecture restructuring, and UI redesign to enhance usability and performance.

• Acted as the design team’s advocate, presenting UX strategies and upselling design solutions to stakeholders across the Asia Pacific region.

• Empowered teams by establishing design best practices, fostering collaboration, and promoting a user-centered approach in all digital projects.

• The first designer being introduced to the team, Revamped the entire customer app user experience for better localization that fits around other Asian countries.

• Often conduct usability research in the early phase, constantly innovate, deliver, test, and iterate products.

• Take the initiative to recruit new designers and build up a small team of three.

• Collaborate with cross-functional teams: Work closely with marketing, operations, sales, analytics, and engineering to explore solutions that speak "product-market-fit" quality.

• Define the product design strategy to create globalization B2B and B2C products which also adapt in each city, including Taiwan, Singapore, China, Hong Kong, Korea.

• Manage and support other designers in the team. Help communicate our design to stakeholders. Setting goals and project managing multiple projects to ensure smooth handoffs to product team and engineers.

User Experience Consultant | Freelance UI/UX Designer

Hong Kong | May 2012 – Nov 2014

• Collaborated with global startups to deliver end-to-end UX solutions, from research and prototyping to high-fidelity design and user testing.

• Specialized in Lean UX and rapid iteration, driving product improvements through data-driven design and continuous feedback loops.

• Led projects including:

• Handy: Redesigned in-room guest service platform for hotels, improving guest engagement and city-exploration features through user research and usability enhancements.

• ExpressVPN: Revamped onboarding and marketing pages with targeted A/B testing, increasing user conversion and engagement.

• iJudge Fights: Developed social features and prototypes for MMA fan platform, validated concepts via user testing.

• Journify: Managed and designed a productivity app merging calendar and diary features from concept to launch.

• Supported digital transformations for leading corporations:

• Lane Crawford: Drove digital rebranding and e-commerce redesign for improved user experience.

• Watsons Hong Kong: Designed first native mobile e-commerce app for both iOS and Android.

• Dow Jones: Provided localization and UX consultation for Wall Street Journal's Chinese platform.