Block Party SF (a leading hospitality platform), Website Redesign

• Led the redesign of the website for a local restaurant group: Identified key personas and pain points, showcased five event venues and catering services to drive traffic conversion, resulting in a ~40% increase in qualified inquiries within the first month of launch.

• Engineered a full platform migration from Webflow to Astro + Cloudflare: Rebuilt the site using Astro, Tailwind CSS v4, and the Cloudflare adapter, integrated Resend for transactional form emails, and deployed via CI/CD on Cloudflare Pages, improving the overall Lighthouse score from 91 to 97 and reducing average LCP from 4.3s to 2.8s across all venue pages.

• Built and maintained a comprehensive design system: Delivered consistent brand expression across nine pages with reusable Astro components, responsive layouts, and a streamlined booking flow optimized for lead conversion.

• Led cross-functional stakeholders collaboration: Worked together with the company CEO to drive alignment on business goals and solutions, incorporated feedback from different stakeholders into design and development.

Killiney Kopitiam (an international chain restaurant), Digital Conversion Initiative

• Led the design of pre-opening engagement: Thoroughly studied target user behavior, designed a Webflow-based signup page to drive traffic prior to opening, leading to 2,200+ signups within three months.

• Orchestrated online marketing initiatives: Integrated marketing leads with Mailchimp to deliver seamless marketing campaigns & set up personalized invitations for future events.

• Serve as the design lead for 20+ major Life Sciences, Biotech, and Data Center projects, delivering strategic and viable solutions for industry leaders including Nvidia, Veracyte, Cellares, Pfizer, Healthpeak, Kilroy, and Longfellow.

• Direct cross-functional collaborations, managing teams of 10+ members and developing strategic project roadmaps to ensure high-quality designs are delivered on time and within budget, backed by rigorous quality control measures.

• Mentor and coach junior designers, providing one-on-one guidance to over five team members, leading training workshops, and fostering a culture of continuous learning and professional growth.

• Redesigned the website: Conducted in-depth user research, worked closely with cross functional stakeholders to implement data-driven design solutions, resulting in a 27.6% increase in seasonal revenue.

• Improved the checkout experience: Reducing friction in the checkout process through offering intuitive navigation and auto filling information, driving an 18.3% increase in conversion rates and a 36.2% improvement in customer retention.

• Developed wireframes, prototypes, and mockups: Iterated design concepts and solutions through user testing to drive business outcome.

• Spearheaded immersive experiences design for premier entertainment venues, collaborating with global brands including Cirque du Soleil, Franco Dragone, Sunac, LACMA, and Salesforce.

• Collaborated closely with multidisciplinary teams, integrating cutting-edge technology to craft engaging and visually dynamic environments for diverse audiences, pushing the boundaries of theatrical design to meet the evolving needs of production teams and clients.

• Designed, created, and crafted sets and props for Theater Department productions and events, ensuring each piece met the artistic vision and technical requirements.

• Collaborated with faculty and staff to teach and demonstrate custom fabrication techniques across various materials, fostering a culture of continuous learning and skill development.

• Contributed to the efficient operation of the scene shop by organizing materials, maintaining equipment, and adhering to safety protocols, ensuring a productive and safe working environment.