Jenny is a UX lead with a decade of experience creating world-class digital products that generate revenue and win customers. She specializes in international markets and has designed for users in 30+ countries in APAC, EMEA, and the Americas. She has helped over 40 companies solve business and user problems with UX research and design sprints. Past clients include Tencent, Babylon Health, Lakers, FILA, Neiman Marcus, Crate and Barrel, and Randstad.
Led UX strategy and value proposition validation for new products and concepts with strategy, research, and workshops.
Created UX and UI designs for end-to-end user experience including information architecture, wireframes, user journeys, prototypes, personas, and interface designs.
Led research and experimentation including A/B tests as well as qualitative and quantitative research to drive design decisions and product growth.
Built and managed design teams and mentored junior and intermediate designers to improve workflows.
Coached executives in design thinking through workshops and ongoing design education.
Provided consulting, design, and strategy services for diverse industries including travel, eCommerce, SaaS, B2B2C, education, enterprise, real estate, software, and luxury goods.
Technologies: Miro, Zoom, InVision, Adobe Suite, Business Model Canvas, Apple Keynote, Lean UX, Canvas, Figma, Sketch, Workshops, G Suite
UX Lead and Strategist
2021 - 2021
Sismotur (via Toptal)
Developed design direction and product strategies for Inventrip, a travel planning product.
Defined product KPIs and success metrics for the product improvement plan.
Evaluated the UX and UI of existing products and provided actionable recommendations.
Technologies: Figma, Apple Keynote, Zoom
2020 - 2020
Enterprise Investment Firm (NDA, via Toptal)
Developed the product roadmap and strategy for a global investment firm based in Bahrain, driving both high product quality and innovation.
Facilitated cross-discipline ideation sessions and workshops as part of early design definition and leveraged design-thinking methodologies.
Created design assets and specifications for implementation.
Translated research findings into actionable design recommendations.
Championed user needs and goals and business goals at the center of all products, designs, and strategies.
Technologies: Notion, Figma, Miro, Microsoft Office, Zoom
2020 - 2020
Tabarnam (via Toptal Projects)
Led the creative and UX/UI development of Tabarnam, a global B2B/B2C/C2C eCommerce platform that aims to enable users from all over the world to buy and sell in their native language and currency of their choice.
Drove design decisions and created a shared understanding of users' goals and needs by creating user personas based on key scenarios.
Created user flows for both buyers and sellers and identified key decision points, important flows, views, and pages which results in a seamless user experience.
Created an OOUX (object-oriented UX) map to help simplify the design process of a complicated platform, remove inconsistencies, and to align design with the back-end structure which results in accelerated development.
Developed How Might We statements to guide the team to think about users' needs and pains and open up brainstorming and ideation sessions.
Designed low-fidelity mockups, high-fidelity mockups, and a clickable prototype that satisfied both user and business requirements.
Conducted competitive research to uncover market and competitive insights.
Technologies: Slack, Zoom, Figma, Sketch, Miro
Lead UX Designer and Product Strategist
2020 - 2020
KaZang (via Toptal)
Facilitated a product strategy workshop for KaZang, an app that connects the music community through global music hits for American, LATAM, South Korean, and Indian markets.
Guided the client through a business model canvas workshop to clarify KaZang's value proposition, customer segments, revenue streams, and created an elevator pitch.
Created scenarios and prioritized user tasks and wireframes for the MVP prototype.
Advised the client on the Lean Startup model and user research principles and best practices.
Technologies: Business Model Canvas, Zoom, Figma, Sketch, Miro
UX Consultant and Strategist
2019 - 2019
Facilitated a product strategy workshop for Nayms, a startup in blockchain and finance industries, to clarify product direction and design strategy.
Recommended concrete next steps to the client in order to validate assumptions and learn about users.
Technologies: Miro, Business Model Canvas, Lean UX, Canvas, G Suite, Workshops
Freelance Senior Product Designer
2019 - 2019
Developed product and design strategy for Babylon, an AI health app with a user base of 3.6 million worldwide.
Collaborated with product teams in Tencent to define product metrics and product launch.
Conducted field research in China to learn and validate user behavior and user needs.
Led user research for 500 users in the Pearl Delta River region from recruitment and research questionnaires to post-research data analysis, synthesis, and presentation.
Led cross-cultural localization and rollout for target country China.
Presented research insights and recommended strategy to the CEO and senior management.
Led and facilitated co-design workshops with cross-functional teams to strategize our approach to critical problems.
Technologies: Trello, Jira, Miro, G Suite, Apple Keynote, Workshops, InVision, Abstracts, Sketch
Freelance UX Lead
2019 - 2019
Dynasource (via Toptal)
Made strategic design and UX decisions for core/new features and product direction for a data visualization software in the IT services industry.
Consulted for and involved key stakeholders across the business to thoroughly understand all parts of the business and requirements through workshops and one-on-ones.
Facilitated workshops and translated insights into actionable items for product design and workflow improvement.
Led user and market research for both B2B and B2C sides and trained team members on user research to expand the user research lab.
Guided intermediate designers in the process of creating UX/UI deliverables on mobile first and user-centric principles.
Technologies: Airtable, Notion, Asana, Zeplin, SharePoint, Microsoft Office, Slack, Miro, Apple Keynote, InVision, Abstracts, Sketch, Workshops
Designed new visuals for the marketing website for an enterprise-level education provider based in Vietnam in order to demonstrate expertise, modernize their online presence, and promote visits to their teaching centers.
Developed mood boards, sitemaps, wireframes and high-fidelity mockups for the responsive marketing website.
Conducted research on the Vietnamese market and styles and trends for this market to ensure the website meet local users' needs and preferences.
Developed a style guide and developer hand-off materials for a smooth design to development collaboration.
Technologies: Google Slides, Zeplin, Skype, InVision, Sketch
Mobile Product Designer
2017 - 2017
Massage on Demand App (NDA, via Toptal)
Created wireframes, storyboards, comprehensive user flows, prototypes, site maps, and UI designs for a complex B2B2C product for massage treatments.
Researched Japanese market, competitors, reference apps, and websites.
Initiated and led design system creation to accelerate design production.
Coached junior designers on UX best practices and UX writing.
Facilitated understanding and alignment on business goals and product roadmaps with workshops.
Created task flows and mapped out user tasks, scenarios, and user stories.
Visualized a screen flow and scenarios to understand the complexity of the user flows.
Identified key timings to engage users with email notifications.
Created wireframes for the scheduling feature and directed the UX vision within the design team.
Technologies: Marvel, Adobe Photoshop, Sketch
Freelance UX Designer
2015 - 2015
Managed and created A/B tests to test hypotheses.
Led and conducted user research to gather feedback from real users of eight different nationalities.
Analyzed data and provided solutions to cultural and UX blockers of Deskbookers' website and app.
Increased conversion rate (<10%) and engagement rate, and reduced bounce rate.
Collected feedback from stakeholders and development team on wireframes and mockups to create alignment.
Technologies: Marvel, User Research, Sketch
2014 - 2015
Performed a usability audit for a security camera web portal.
Created personas and wireframes to improve the UX of the web portal.
Trained a team of software engineers to conduct usability testing.
Technologies: Taiga, G Suite, Adobe Photoshop, Apple Keynote, Workshops, Sketch
Freelance UX/UI Designer
2014 - 2014
Redesigned the dashboard interface for an AI data analytics tool which helps marketers build effective reports.
Created various visual style concepts for Nugit's redesign and rebrand.
Technologies: Adobe Photoshop
UX/UI Design Lead
2013 - 2014
Increased website sign-up rate by 30% and site visit duration by 284% with user-centered design.
Consulted for clients in Southeast Asia on usability and design best practices for reward programs and gamification. Clients include SMART Telecommunications, Singtel (HungryGoWhere), Tiger Beer, The Coffee Bean & Tea Leaf, Friendster, Touchten Games, and more.
Designed across platforms from iOS, Android, WAP, to feature phones, where the UX and UI are optimized for each platform, screen resolution, and device size.
Led research efforts including remote user interviews and on-site guerrilla usability testing to drive design decisions.
Led a team of two junior designers at Gimmie and offered creative design direction. Coached designers on UX best practices such as how to apply usability principles and use color/hierarchy more effectively.
Bringing a digital product to a new market can feel like navigating uncharted territory. Cultural differences are hard to identify but essential to understanding when developing a localized user experience.