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&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: G Suite, Workshops, Sketch, Figma, Lean UX Canvas, Keynote, Business Model Canvas, Miro (Realtimeboard), Adobe Suite, InVision, 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.
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: Sketch, InVision, Skype, Zeplin, Google Slides
Mobile Product Designer
2017 - 2017
NDA massage on demand app (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: Sketch, Adobe Photoshop, Marvel
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: Sketch, User Research, Marvel
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: Sketch, Workshops, Keynote, Adobe Photoshop, G Suite, Taiga.io
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.