Led 0→1 design and delivery of Smart Forms, an end-to-end lead-capture system enabling SMB website owners to convert visitors into high-quality prospects. Validated product-market fit early: 15 businesses adopted the feature within the first week of a 5% staged rollout, exceeding north-star adoption targets ahead of full release.
Owned the full design loop across discovery, definition, and delivery, running double-diamond sprints alongside PMs, engineers, and marketing to maintain design-feasibility alignment, reduce rework cycles, and compress time-to-ship without compromising UX quality.
Built and executed a mixed-methods research programme combining moderated usability testing, heuristic evaluation, and quantitative funnel analysis (Fullstory, Maze) to surface friction points and inform iterative improvements grounded in real user behaviour rather than assumptions.
Instrumental in Jimdo's strategic pivot from website builder to comprehensive business platform, contributing to north-star metric definition, JTBD-framed persona refinement, and design system evolution to support a fundamentally new product direction for the SMB segment.
Mentored a junior designer through structured design critique, portfolio development, and career pathing, growing design quality and team capability in parallel.
UI/UX Design Consultant
May 2018 – Oct 2020
Deloitte Digital, Hong Kong
Assumed a principal design consultancy role delivering user-centred digital products for enterprise insurance clients, owning the full design lifecycle from stakeholder discovery, information architecture, and service blueprinting through to high-fidelity prototyping, design specifications, and developer handoff.
Drove design and innovation across all phases of the double-diamond: concept sketching, lo-fi and hi-fi prototyping, storyboarding, interaction design, and moderated usability testing, ensuring validated, accessible UX across complex multi-step financial flows with high-stakes user decisions.
Applied agile UX methodology within delivery sprint cadences to reduce onboarding friction in insurance sign-up flows, enabling customers in the finance sector to navigate complex product decisions with minimal cognitive load and measurably lower drop-off.
Earlier Roles
Visual Designer
WECREATE, Hong Kong
Oct 2017 – Apr 2018
Visual Designer
Deloitte Digital USI, Mumbai
Oct 2016 – Sep 2017
Design Intern
ColourCraft Studio, Mumbai
Nov 2015 – Feb 2016
Skills & Tools
Design Expertise
AI-Native UX · Agentic Product Design · Zero-to-One · Design Systems · Cross-functional Leadership · Mixed-Methods Research · Interaction Design · Information Architecture · LLM UX Patterns