With over 5 years of expertise in building complex, conversion-driven SaaS experiences for a global audience, I specialize in bridging the gap between user needs and business goals in the cross-border e-commerce niche—translating intricate workflows into intuitive and scalable design systems.

I think in systems, flows, and user journeys. My process is grounded in design thinking, relentlessly focused on identifying friction points, crafting solutions, and improving key metrics like activation and retention for agile product teams.

Currently, I led the end-to-end UX redesign of the core Site Builder at SHOPLINE, a global e-commerce SaaS platform empowering over 50,000 merchants. I worked closely with PMs and engineers to elevate the product's usability and flexibility, directly contributing to increased client satisfaction and reduced support costs.

Previously, my graduate studies in the US honed my cross-cultural design sensibility and ability to create products that resonate across diverse markets, from North America to Southeast Asia.