8+ years designing across B2B SaaS and B2B/B2C eCommerce: multi-persona flows, design systems, and research that drives roadmap decisions. Proven impact: +17.47% transactions at Pens.com, 44+ prioritized opportunities at LawnStarter.
I start with questions, not solutions: heuristic evaluations (NNg), usability testing, A/B testing, etc. My UCSD Cognitive Science HCI background gives me the foundation; curiosity does the rest.
+17.47% in transaction rate at Pens.com. 44+ prioritized opportunities at LawnStarter. +187% reach and a community grown at Acts2 Network in Taipei. I deliver both quantitative & qualitative: the numbers tell you a decision worked, and the user tells you why it was effective.
Seven product contexts across B2B SaaS, eCommerce, fleet safety, and growth. Several of those products served multiple personas at once: enterprise clients, independent operators, and first-time users all sharing the same platform. The research process, the systems thinking, the cross-functional collaboration travel with me. What changes is context. What stays is the rigor.
Collaboration isn't something that happens after the thinking is done. It's woven into it. Led a 7-person design team, mentored 6 junior designers 1:1, contributed to design system standards that gave cross-functional teams a shared language, and stay embedded with engineering, PMs, and stakeholders from day one.
I never assume I know it all. For example, this past year in Taipei (a new country, a new language, two roles) added event planning, operations, and cross-cultural mentorship to my practice. I learn fast in any context because staying curious about people is the same muscle as staying curious about craft.
I use Claude, Perplexity, and Gemini as daily thinking partners. The goal isn't to move faster through the same process. It's to explore more directions, synthesize research more thoroughly, and bring broader context to every design decision.
Pens.com ran two checkout systems with inconsistent design quality across both. I proposed taking ownership of the microsite, partnered with the Experimentation Manager and web developer to research and test, and validated the fix in 12 days: +$15k revenue recovered, +13.24% conversion lift.
Three brands, three distinct audiences, and acquisition flows optimized for volume but not user trust. I built the diagnostic methodology, ran it across all three brands with the PM and growth team, and delivered a prioritized roadmap of 44+ opportunities in 90 days.
B2B SaaS platform serving enterprise clients, small business owners, and self-service users across organizer and attendee sides. I led the full research lifecycle, delivered 55 findings to the engineering backlog, then led a cross-functional team of PM, front-end, back-end, and QA to ship the onboarding tool that closed the platform's biggest activation gap.
New country. Two roles. I built the framework. I architected a bilingual content system and AI workflow, owned the digital presence, and co-led community growth across two campuses including Fu Jen University. One year, measurable outcomes.
University of California, San Diego
B.S. Cognitive Science — Human-Computer Interaction
