• Optimized the e-commerce website and app to enhance user experience through user research, interviews, prototyping, and usability testing, resulting in a 230% increase in new users, an 81% increase in average session duration, and a 24% decrease in bounce rate. • Led the company's official website redesign, working closely with stakeholders and cross-functional teams, resulting in a 20% increase in new users and a 32% increase in average session duration. • Clarified stakeholders' requirements and translated them into information architecture, user flows, wireframes, UI design, and prototypes, resulting in an end-to-end design solution. • Conducted usability tests and iterations to ensure that the design effectively addressed users' pain points. • Built a design system and collaborated efficiently with the frontend team. • Incorporated design reviews into the sprint process and worked closely with engineers and stakeholders to ensure a seamless design-development process.

• Designed visual campaigns for the Shopee app and website. • Planned and executed the visual design and merchandise for exhibitions.