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Apr 2025 - Present

Freelance

Working with brands across different industries, from early stages to established businesses, helping them improve usability, boost conversions and create stronger connections with their users.

Aug 2022 - Apr 2025

EmbedIT

Digital Strategy Consultant

EmbedIT is a forward-looking IT services provider that specializes in solving complex IT challenges to help businesses accelerate their growth. They offer enterprise IT transformation, channel transformation, data analytics and AI, and advanced cybersecurity solutions.

Aug 2018 - Jul 2022

IBM iX

Senior Experience Designer

A global leader in digital innovation, IBM iX combines strategy, creativity, and design with scalable technology solutions. Leveraging the extensive resources of the IBM network, it redefines industries and empowers clients to reinvent their businesses for a competitive edge.

Jul 2016 - 2018 18

Pwc Experience Center

Senior Associate

Blending agency creativity with consulting expertise, PwC Digital Services partners with clients to transform their businesses for the digital age. Delivering integrated strategies and dynamic brand experiences, it drives impactful engagement across all platforms and touchpoints.

Mar 2015 - May 2016

RTG Consulting Group

Design Lead

A specialized consultancy dedicated to helping regional businesses capture the vast potential of the Chinese market. RTG Consulting Group offers comprehensive expertise across three core areas: Market Research, Business Strategy, and Marketing Communications - empowering businesses to navigate and thrive in this dynamic landscape.

Apr 2014 - Mar 2015

Connoisseur Group

Senior Graphic Designer

A curated collective of boutique luxury brands and services from around the globe, dedicated to deliver premium experiences to the Chinese market. Connoisseur Group offers luxury consumables such as cigars, caviar, scotch, and tea, as well as high-end accessories, leather goods, and bespoke furniture.

Jan 2012 - Apr 2013

Silly Cow Design

Graphic Designer

A creative studio that specializes in brand development and design communication. Silly Cow Design delivers solutions that connect brands with audiences, building awareness and driving potential through strategic design and compelling storytelling.

I'm a critical thinker.

I design with curiosity and intention, always aiming to improve how people interact with products. From discovery to launch, I work closely with cross-functional teams to bring ideas to life.

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Whether it's building a product from the ground up, improving an existing experience or designing scalable systems, my focus is always to ensure designs drive real business impact.

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I'm a critical thinker.

With over 10 years of experience, I design with curiosity and intention, always looking for better ways to improve how people interact with digital products.

 

Whether it's building a product from the ground up, refining an existing experience or creating scalable systems, my focus remains the same, delivering thoughtful design that drives business impact.

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Apr 2025 - Present

Digital Strategy Consultant

Digital Strategy Consultant

I work with brands across industries, from startups to established companies, helping them improve usability, increase conversions and build stronger connections with their users.

  • Collaborate with clients to understand goals, needs and requirements

  • Conduct user research and competitive analysis to inform design decisions

  • Define user flows, information architecture and wireframes for web and mobile applications

  • Design high fidelity UI designs and interactive prototypes aligned with brand guidelines

  • Conduct usability testing and iterate on designs based on user feedback

  • Prepare design assets, specifications and documentation for development handoffs

  • Manage project timelines, deliverables and client communications

  • Stay up-to-date with design trends, tools and technologies to deliver modern solutions

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Aug 2020 - Apr 2025  |  Remote

EmbedIT

Digital Strategy Consultant

  • Led redesign of four products into a scalable unified design system

  • Designed and maintained end-to-end flows for Account Management, eKYC, and Marketplace features

  • Worked within sprints to design, iterate and deliver solutions on schedule

  • Studied user behaviors and identified gaps across regional platforms

  • Analyzed feedback and testing results to drive continuous improvements

  • Collaborated with product managers, developers, regional stakeholders and compliance across time zones

  • Facilitated cross-team discussions to maintain alignment and consistency

  • Supported usability testing and other validation initiatives to refine features

  • Assisted with product rollouts and updates across markets

  • Prepared internal trainings and documentation for smooth project handovers

  • Supported developers during implementation with design clarifications and bug fixes

EmbedIT is a IT services provider that specializes in enterprise IT transformation, data analytics and advanced cybersecurity solutions.​​ We collaborated with a European-owned financial services provider to scale their operations across four Asian markets.

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Aug 2018 - Jul 2020  |  Hybrid

IBM iX

Senior Experience Designer

IBM iX is IBM’s experience design team that builds digital products with the network's technology and strategy capabilities. I moved between projects across diverse sectors, partnering with different clients and teams to lead the delivery of digital solutions.

  • Led end-to-end design from discovery to delivery

  • Defined and executed digital strategies to drive adoption and engagement

  • Conducted user research, mapped journeys and designed UX solutions

  • Built scalable design systems and component libraries

  • Facilitated internal workshops and documentation for team adoption

  • Ensured smooth development handoff with clear specs and assets

  • Monitored post-launch performance and iterated based on feedback

  • Supported IBM Design Thinking workshops and brainstorming sessions

  • Collaborated onsite with clients to maintain alignment and relationships

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Jul 2016 - Jun 2018  |  Onsite

PwC Experience Center

Senior Associate

  • Oversaw the full design lifecycle from research and concept to delivery

  • Developed digital strategies aligning business goals with user needs

  • Performed user research to identify issues and improve information architecture and user flows

  • Created interactive prototypes to validate concepts and enable rapid testing

  • Contributed to digital campaign ideation and creative direction from concept to execution

  • Supported Catalyst workshops and brainstorming sessions

  • Partnered with developers to deliver design documentation, specs and assets for implementation

PwC Experience Center is an innovation and co-creation hub shaping digital transformation. Partnering with the Shanghai and Hong Kong teams, I delivered proposals and end-to-end solutions for our global clients.

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Mar 2015 - May 2016  | Onsite

RTG Consulting Group

Design Lead

  • Defined and executed creative direction for marketing campaigns to drive engagement and brand impact

  • Translated research insights into compelling visual communication decks

  • Produced weekly social media content production for clients

  • Managed timelines, priorities and deliverables independently across multiple projects and clients

  • Presented design concepts and rationale to internal teams and clients

RTG Consulting Group helps regional businesses succeed through in-house expertise in market research, strategy and marketing communications. As a solo design lead, I drove all visual communications for client-facing and internal projects, including brand identity, digital initiatives and marketing assets.

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Apr 2014 - Mar 2015  |  Onsite

Connoissuer Group

Senior Graphic Designer

  • Ensured visual consistency across marketing channels, aligning websites and marketing collateral with brand standards

  • Developed brand identity and product packaging for new launches

  • Coordinated with manufacturers and print vendors to ensure accuracy in materials and production

  • Directed photoshoots and performed image retouching to produce high quality marketing visuals

Connoisseur Group is a curated collective of boutique luxury brands from around the globe, offering premium experiences through luxury consumables, highend accessories and bespoke furniture. I drove the development and evolution of brand visual identity across digital, print and packaging platforms.

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Jan 2012 - Apr 2014  |  Onsite

Silly Cow Design

Graphic Designer

  • Created brand identity elements including logos, typography, color palettes and visual guidelines

  • Designed digital and print materials including campaign sites, presentations, brochures and marketing collateral

  • Prepared final artwork for digital and print production, managing file formats, layouts and specifications

Silly Cow Design specializes in brand development and visual communications. I delivered designs that connect brands with their audiences, building awareness and driving impact through strategic design and compelling storytelling.

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