About
Main bio
With over 15 years of experience in digital product design and UX architecture, I specialize in bridging the gap between commercial strategy and user experience. I have successfully led 0-to-1 digital transformations and O2O integrations for top-tier retail and FMCG brands across the APAC region.
Currently, my focus lies in building scalable enterprise design systems and implementing Generative AI workflows. By combining data-driven insights with agile cross-functional leadership, I help businesses streamline developer handoffs, reduce production costs, and significantly boost e-commerce conversions.
What dive into my work
The Graphic & Web Foundation
My journey began in visual design. I mastered the fundamentals of branding, typography, and web design, learning early on how to translate brand identities into compelling digital storefronts and marketing assets.
think first, draw later.
no perfect world here!
Omnichannel Storytelling
Evolving into a Multimedia Designer, I managed end-to-end campaigns for top-tier FMCG clients. I learned to orchestrate cohesive user experiences across diverse touchpoints—from video production and POSM to e-commerce platforms.
Data-Driven UX/UI Strategy
Transitioning to a dedicated UX/UI Lead, my focus shifted to commercial outcomes. I architected complex O2O ecosystems, integrating apps with CRM systems, and leveraged analytics (GA4) to drive measurable conversion growth.
we, not me.
details build trust.
IT Integration & Product Leadership
Today, embedded within IT departments, I operate beyond design. Acting simultaneously as Product Owner, BA, and QA, I bridge business requirements with technical delivery, pioneering AI workflows and scalable design systems for enterprise teams.
What dive into my work
Timeline
Infinitus Health Products Int'l Co., Ltd.
Lead digital product delivery and UI/UX standardization for global mobile apps and B2B transactional platforms across Hong Kong, Singapore, and Malaysia. AI-Driven Operational Efficiency: Pioneered the integration of Generative AI into regional digital workflows. Successfully automated content generation and localization processes, drastically reducing production turnaround time from several days to mere hours and significantly cutting external agency costs. Scalable Design Systems & IT Handoff: Architected and maintained a centralized digital component library to ensure UI consistency across all APAC platforms. Streamlined the design-to-development handoff, providing engineering teams with build-ready, pixel-perfect assets to minimize rework during deployment. Cross-Regional Agile Delivery: Managed product backlogs, user stories, and comprehensive UAT processes. Acted as the central liaison bridging business stakeholders with internal technical teams and external vendors, ensuring all digital touchpoints were delivered on time and aligned with commercial goals.
Jun 2022 - Aug 2026
3ChemBio (Pharma Group)
Directed the UX/UI architecture and omnichannel digital ecosystem for a robust portfolio of 10+ healthcare and premium FMCG brands. End-to-End Digital Product Delivery (Zero-to-One): Led a massive 2-year digital transformation project to build and successfully launch a comprehensive E-commerce website and mobile App from scratch. Acted as the core bridge between cross-functional business stakeholders and external technical vendors to ensure seamless delivery. Team Leadership & Brand Design: Managed and mentored an internal creative team of 3 designers. Oversaw the holistic visual identity across the business, driving brand design and product packaging for various supplement lines to ensure strict consistency across both physical products and digital touchpoints. Data-Driven CRO & Omnichannel Integration: Leveraged GA4 analytics to identify user friction points. Redesigned complex checkout flows and connected front-end online stores with back-end CRM and loyalty programs, delivering a unified O2O experience and successfully boosting overall E-commerce sales conversion by ~15%.
Feb 2019 - Apr 2022
Ginger Advertising Ltd.
Team Leadership & Multimedia Delivery: Managed a cross-functional creative team (1 Designer, 1 Video Editor) within a fast-paced media agency environment, overseeing end-to-end digital design and multimedia production. Key Client Campaigns: Directed digital campaigns, web interfaces, UI/UX designs, and video content for prominent international and regional accounts, most notably Braun and Royal Medic (御藥堂). Cross-Functional Execution: Collaborated directly with technical teams and stakeholders to execute responsive web designs and mobile-first platforms, accelerating stakeholder decision-making and ensuring consistent brand narratives.
Mar 2017 - Nov 2018
T.Y.A. HK Limited.
Solo Digital Lead: Acted as the sole digital design lead within the agency, independently managing all digital and UX/UI deliverables from concept to launch. Top-Tier Brand Portfolio: Spearheaded end-to-end digital executions—including responsive websites, interactive Facebook applications, and comprehensive online ad campaigns—for a premium roster of FMCG and retail brands: Pocari Sweat, Gatsby, Soyjoy, Oronine, The Wise Man's Dining (賢者之食卓), and A-1 Bakery. Brand Guardianship: Delivered pixel-perfect layouts and visual communications, ensuring all digital touchpoints strictly adhered to complex global brand guidelines and premium quality standards.
Jun 2012 - Mar 2017