I design because I want to create products that truly make a difference in people’s lives.
To do that, I believe good design must solve real problems by bringing together what people need, what the business wants to achieve, and what technology can do. And that can only happen when all teams work well together.
As I move into the next chapter of my career, I aim to:
Align design outcomes with business goals, user needs and technology possibilities.
Contribute to team culture that value openness, shared learning, and thoughtful collaboration.
To support where I am heading to, I’m growing in 3 key areas:
Strategic product thinking
Measuring design impact
Team collaboration and mentorship
These are key chapters in my design journey so far. Each experience has shaped my skills, mindset, and approach. They have helped me grow into the designer I am today.
Various Companies*
7 years 9 months
I began as a Graphic Designer, creating brand identities, websites, and marketing materials for different companies. Along the way, I had the chance to take on Lead Designer responsibilities, guiding other designers and helping the Creative Director set the direction for projects.
Working with diverse brands gave me valuable insight into delivering a message and visual identity effectively. I learned how to keep them consistent yet adaptable across platforms like digital, print, and social media.
These experiences taught me to design for each touchpoint in a way that fits the context and communicates clearly with audiences. This foundation naturally led me to shift into UI/UX design, where I focused more on the functional side of design.
Lazada, an e-commerce platform
1 year 4 months
In late 2016, I transitioned into UX/UI design, starting with smaller consumer-focused projects. A key moment was working on the Alibaba Voyager project, where I focused on user research and usability testing.
It was also my first time in a team culture where designers worked independently but still collaborated closely. This taught me how to be proactive while staying connected with others.
Overall, the experience deepened my understanding of user needs and gave me a clearer sense of the purpose behind design and design team.
SW Digital, a freight forwarding platform
8-month contract
At Shipping World Logistics, I worked as a Lead UX Designer alongside PMs, developers, and UI designers to build an MVP web app. The role came to me unexpectedly. I found myself needing to quickly get up to speed on a lot like product knowledge, MVP development, cross-team collaboration, and leading the UI direction. It was a steep learning curve, and I didn’t feel fully prepared at the time.
The experience pushed me to grow fast. It also gave me a deeper understanding of how goods move from factories and sellers to customers’ doors. It’s the insight that strengthened my approach to designing e-commerce & logistics products.
Career break
Home ᭼ 1 year
In my previous role at SW Digital, balancing design leadership and cross-team responsibilities became overwhelming and affected my health. I took a year off to rest and reconnect with loved ones.
During this time, I learned the importance of maintaining a healthy balance between work and well-being to stay creative and productive.
Tiki, an e-commerce platform
2 years 3 months
After a year-long break, I returned with fresh energy and joined Tiki’s design team, working primarily on the seller-side marketplace. Collaborating closely with PMs, developers, and designers, I helped launch key features like Store Decoration, Freeship+, and Tiki Ads. I also conducted interviews, usability testing, and A/B testing, then synchronized insights to inform our design decisions.
This experience strengthened my skills in user-centric design and product impact. It also boosted my confidence in creating meaningful design solutions.
Go2Joy, a hotel booking platform
1 years 3 months
At Go2Joy, I worked on the Admin Management System and primarily led a team of junior designers working on the Consumer App and Hotel Management System. This was the point where I shifted from working independently to taking on a mentoring and leadership role. I faced challenges in providing design direction and feedback, often taking on most of the work myself while supporting the team.
Through this, I learned that effective mentoring is more than setting an example. It’s about creating space for others to share ideas, give feedback, and take part in decision-making.
LittleLives, a school management platform
1 years 4 months
I joined a collaborate team of senior designers, working on an MVP to unify and upgrade a suite of existing products. Early on, I identified gaps in leadership and product direction. The design process wasn’t well defined, and there weren’t standards for UX or deliverables at the MVP stage. Communication across teams was also tricky, which made alignment challenging.
This experience highlighted for me how crucial strong design leadership and a shared vision are. A well-aligned team can build momentum, maintain consistency, and create more impactful products.
These projects give me space to design in my-own-way, explore freely, and reconnect with what I enjoy most about design. Most of all, they’re fun and that’s satisfying.
Each one is inspired by my own needs. I’m not aiming for profit (for now). There are similar products exist, but I believe mine can still be helpful, thoughtful, and easy to use.
This component system aims to bring consistency to both design and branding across all products at Danchi Design Studio.
Progress:
This product helps coaches and clients stay connected, motivated, and supported through wellness goals.
Category: Health & Wellness Tech, a sector of Digital Health.
Progress:
This product assists women to better understand their bodies, minds, and emotions by helping them track, manage, and make sense of their menstrual cycles.
Category: FemTech, a sector of Digital Health.
Progress:
This is a game-based educational product that enriches the zoo experience by helping kids and teens (ages 5–16) connect with animals and nature in a fun and meaningful way.
Category: EduTech
Progress:
This product helps stamp collectors check their stamps’ value, vote on favorites, and trade with others.
Category: Collectibles & Hobby Tech
Just an idea from my childhood hobby for now. Still figuring things out!