Designed product experiences for a fast-evolving fintech and merchant platform, simplifying complex workflows in ambiguous, fast-changing environments.
- Led end-to-end design for mobile experiences across QR payments, bill payment, merchant offers, gift cards, and remittance, alongside web workflows for merchant onboarding, loyalty systems, and internal operational tools.
- Translated evolving business requirements, transaction rules, and operational edge cases into clear user flows, interaction patterns, and developer-ready UX documentation.
- Built and evolved the design system from the ground up, establishing components, naming conventions, and token mapping to improve consistency and iteration speed.
Owned UX design for Snaplii's consumer app as the sole UX designer, driving end-to-end experience design and continuous iteration across core user journeys.
- Reworked the checkout experience into a modular, scalable structure supporting gift cards, bill payment, and cashback scenarios without re-architecture as business needs emerged.
- Improved the North American experience through lower information density and clearer pricing cues. Earlier coupon visibility increased referred new-user conversion from under 50% to 73% and dormant-user redemption from 0.4% to 1.2% within three hours.
- Led a data-informed homepage redesign, contributing to a 68.7% drop in bounce rate, a 20.3% increase in search CTR, and a 72% increase in average brands viewed per new user.
Designed location intelligence platforms, large-screen analytics systems, and map-based operational tools for complex B2B and B2G workflows.
- Owned UX design for Amap Smart Traffic, a map-centric platform for traffic authorities nationwide, redesigning the workspace layout and refining map visualization patterns to reduce information noise and improve usability. Within six months of launch, adopted by 300+ traffic bureaus and increased data feedback volume by 75%.
- Led four outsourced designers and coordinated with 10+ PMs across 12+ concurrent B2B projects, including site selection, ad planning, bank field-force tracking, logistics, and audience insights.
- Designed multiple large-screen data visualization experiences across traffic, weather, road safety, migration, toll stations, regional conditions, and population insights, translating complex spatial and operational data into clearer decision-support tools.
Designed interaction flows for UC Browser PC, contributing to dual-mode product design and data-informed experience improvements.
- Sole interaction designer for the UWP redesign of UC Browser PC, creating wireframes and prototypes for keyboard, mouse, and touch interactions. The product received 400+ ratings and reached a 4.6 app store rating within two weeks of launch.
- Improved a UC India promotional flow by refining interaction timing and content hierarchy, contributing to a 20.12% higher click-through rate and a 14.08% increase in user conversion.
Designed interaction flows for large-scale e-commerce products, with a strong focus on transaction-heavy experiences and complex cross-business requirements.
- Independently owned the design of JD.com's checkout system across cart, settlement, and payment-related flows, balancing business rules, promotional complexity, and usability across multiple categories.
- Co-led a major checkout redesign to support mixed first-party and third-party orders, validating three solutions through high-fidelity prototypes and in-person user testing. The final version achieved 100% comprehension and 88% acceptance in all-third-party scenarios, and 84% comprehension in mixed-order scenarios before phased rollout.
- Designed workflows, information architecture, wireframes, interfaces, and selected CSS implementation for a public-opinion monitoring platform used by public security teams.
- Built an early foundation across web, graphic, and marketing design in the education sector; recognized as a top 10% employee in 2010.
