UI/UX work

👩🏻‍💻 Complex problems excite me.

👁️ Take a peek into my end-to-end design processes and product & design strategy thinking.
👁️ Get to know the frameworks I’ve crafted and implemented over the years to improve design practices of my teams!

Designing for scale: Improving the shipping experience for B2B

#end-to-end #user-research #innovation #design-strategy #product-strategy

Ninja Van | As the Lead Product Designer, I led an end-to-end research and design initiative to address the inefficiencies in Ninja Van’s new Multi-Piece Shipment (MPS) service to support our growing B2B shipper base in Malaysia. Through field immersions and close collaboration with operations, commercial, and tech counterparts, we identified root issues stemming from manual workarounds. By co-creating scalable design solutions in our Ninja Dashboard platform, we laid the foundation to grow this high-volume segment.

Ninja Biz App: Tapping into the self-serve shippers market

#product-strategy #design-strategy #end-to-end

Ninja Van | As the Lead Product Designer, I led the end-to-end design efforts for building and launching Ninja Biz App under Ninja Van’s Commercial vertical that spanned across 6-8 months. It is an extension of the web version of Ninja Dashboard, that aims to capture self-serve shipper segments in the 6 SEA countries. This mobile version allows shippers to create and manage their shipping orders on-the-go. It involved complex redesigning of key shipping flows into mobile-friendly designs, and cross-vertical coordination with other cross-functional teams.

Discovering and designing for social media sellers in Southeast Asia

#user-research #discovery #product-strategy #design-strategy 

Ninja Van | As the Lead Product Designer, I co-led the exploratory research efforts in this study. To design meaningfully for them, we launched a multi-market exploratory research study across Thailand and Vietnam. Through qualitative interviews and concept testing, we uncovered how these sellers differ from traditional marketplace merchants. Although business priorities shifted mid-way, the research provided crucial insight that shaped our MVP strategy for the Ninja Biz App.

Design Ops: Writing design specifications like a pro

#design-ops #design-specs

Ninja Van | While most designers write design specifications, few do so effectively. To address this, I created a scalable framework that covers the why, when, how, and what of design specs, helping designers think critically about complex use cases. This approach improves the design handover process within the product development lifecycle. The article outlines the thought process behind developing this framework and how it was introduced to the team, focusing on its scalability and practical application.