I am a business strategist turned product designer. I strive to build optimal solutions that strike a balance of solving user problems and providing business value.

I began my career at SoftBank, where I drove international strategic partnerships helping startups expand their Asia market presence and corporations' digital transformation efforts. Being immersed in the business side, I became interested in understanding real user problems and incorporating customer-centricity into products which motivated my transition into product design.

This balance of business and user needs is a key principle of how I view good design. I aim to build products that solve pain points of a user, and also look for a solution that aligns with the business goals. I think this harmony helps create a sustainable and successful business that can provide for and delight the end users.

I am currently re-imagining travel at Agoda in Bangkok, Thailand.

My journey at Agoda started with contributing to product launches and milestones. Since then, my role has evolved to one that co-creates product strategy, shapes vision and improve our design culture.

Key highlights and contributions

Led design for post booking customer experience, supporting our customers, agents, and internal teams.

Collaborated with more than 60 stakeholders in design, product and business functions to create new products and redesigned existing tools.

Enhanced our product design process by integrating a discovery process which embedded continuous user research and co-creation workshops. Implemented UX metrics and defined product principles.

Built a team of five and provided mentorship and coaching to cultivate the team's growth.

Leading product strategy for the Trip team that focuses on helping customers plan, book, and experience travel.
‍
Revamped Trip team and redefined product direction in 1 quarter. Built long-term Trip vision with product and research counterparts.

Product designer

JUN 2021 -

Lead product designer

MAR 2023 -

Senior product designer

MAR 2022 -

My process navigates ambiguity through iteration and collaboration.

My approach is rooted in collaboration - integrating design thinking, research and cross-functional expertise to craft delightful experiences for our users. I clarify ambiguity by introducing structure to the process through project management and stakeholder management.