Hello there!

–– Experience

I started my career as a graphic designer in an advertising firm, art director and ultimately became the Creative Director for a multinational digital advertising agency before deciding to shift my focus to product design and development since 2016.

This various experiences make me have strong visual and craft skills and also deepened my understanding of user behavior and the business side of digital product development.

Currently, I work as a lead product designer for multinational fintech company. 

–– Design principle

Narrative user experience:
For me user experience should tell a coherent and engaging story. Each element and interaction within the design contributes to a larger narrative, creating a seamless and immersive story for the user. From the landing page to each interactive component, there's a deliberate flow that guides users through a whole journey. 

Simplicity goes beyond aesthetics; Designs for me should appear simple at first glance, yet upon closer inspection, it can reveal a depth and sophistication that achieving a harmonious balance between simplicity and complexity.

Cognitive Resonance:
Understanding the mental models of the target audience is important for me. Designs should align with the cognitive patterns of the target audience and the interface should resonates with the way users naturally perceive, process information, and make decisions.

Let's talk!