04.2022 - Present

Grab, Senior Product Designer

Southeast Asia's leading super-app for transport, food delivery, and financial services.

• Improved the journey for international travelers link
• • Enabled smoother access to Grab services for travelers, increasing sign-up to first booking by +10.8%.
• • Advocated for translation services, elevating the initiative to a company priority. Pre/post analysis showed a 2.88% uplift in sign-up to first transaction, generating an additional $94k in annual revenue. This project justified hiring a dedicated Korean translator $80k/year.
• Conducted experiments to re-engage churned users
• • Improved transaction rates by 1.2% through enhancements to the Food and Transport challenges and by emphasizing delivery saver options.
• Led and improved the user sign-up process
• • Moved email collection post-sign-up, increasing the conversion rate from 81.26% to 82.08% +1%, adding 34.7k sign-ups/month and 82k MEU by year-end.
• • Launched guest browsing, improving app open-to-sign-up success by +7%.
• Enhanced user filtering experience for new users
• • Improved filter adoption rate by +19.1%, resulting in a +1.75% increase in SUFF for Food.
• Boosted Grab installation and usage rates link
• • Launched initiatives such as self-card with OPPO and Quick App, driving a +20% improvement in engagement and a +9% increase in transactions, adding 42.3k MTU/month. Full rollout in 2025 is projected to add 58k~192k MTU.
• Streamlined the first-order journey for new users
• • Defined essential communication touchpoints for new users, where removing 12 tooltips increased the checkout conversion rate from 51.61% to 52.38%, and reducing 8 pop-ups improved the first-order conversion rate from 28.24% to 29.21% +3.4%.
• Established guidelines for Principles of Utilizing Components in User Communication, uploaded them to Grab's Design System website, and presented them at the design all-hands meeting to support designers in improving customer communication.
• Pioneered new user and traveler research initiatives
• • Addressed the challenge of researching Southeast Asian users by defining user conditions for new user research.
• • Led studies on international travelers, influencing the growth roadmap and experimental plans.
• • Fostered a culture of collaboration, making the team the most experiment-driven in Grab with 8-12 experiments per quarter.

04.2021 - 03.2022

ADDX, Senior Product Designer

Singapore-fintech unicorn for decentralized private market investments.

• • Led the implementation of data tracking events for mobile and web platforms.
• • Developed and established a design system for mobile and web.
• • Created and managed product design documentation, ensuring seamless progress tracking.
• • Oversaw the end-to-end design process, from concept to delivery

02.2020 - 04.2021

Banksalad, Product Designer

South Korea's fintech platform for personalized financial services

• • Developed and launched the Banksalad 2.0 Design System, focusing on the Home > Health sections.
• • Spearheaded key product launches: Insurance 2.0 (+413% user clicks, 3x revenue) and Annuity 2.0 (+130% user clicks).
• • Optimized Insurance UI/UX through 10-15 A/B tests per quarter, enhancing user engagement.
• • Led the end-to-end design process, ensuring seamless execution from concept to delivery.

07.2018 - 01.2020

Aplusk (29CM), UI UX Designer

South Korea's e-commerce platform for curated fashion and lifestyle products

• • Oversaw the end-to-end experience for 29TV, considering both the perspective of consumers watching the videos and the business brands providing them to sell products.
• • Responsibilities included generating UX insights, creating product documentation, managing feature priorities, conducting timing, and establishing a design system for consistent mobile and web experiences.

03.2018 - 01.2019

Bullitt, UX Designer

South Korean IT company specializing in software development and digital transformation.

• • Designed and developed the Samsung IoT web interface, including wireframe production.
• • Led the visual design renewal and implemented UX improvements for enhanced user experience.
• • Created the Samsung factory management web design, optimizing workflow efficiency.
• • Led the Samsung IoT project management.
• • Designed the Beacon demo app, including wireframe production and visual design for both mobile and PC platforms.
• • Delivered the Cloud responsive web design, handling wireframe production and visual design.
• • Established a comprehensive design system, ensuring consistency across projects.

04.2017 - 07.2017

Tangram Design Lab, UI Designer

South Korean Design consultancy creating innovative digital experiences (Acquired by Kakao)

• • Created the visual design for the Samsung Electronics NEXT TABLET Scenario Project.
• • Planned and designed the website for Samsung Electronica NENL Research Center.
• • Designed the visual interface for The Frame TV Clock by Samsung Electronics.

10.2019

Bighit web concept design

Bighit Entertainment, now HYBE Corporation, is a South Korean company globally recognized for producing superstars like BTS.

Web wireframe and visual design

10.2019 - 11.2019

Spain overseas direct search web production

Spain Store is a startup specializing in international shipping for cross-border shopping.

Web wireframe and visual design

06.2019 - 07.2019

Bithumb app design renewal and design system

Bithumb is a top South Korean cryptocurrency exchange, offering trading for Bitcoin (BTC), Ethereum (ETH), and more.

Bithumb UI and GUI design, Design system and guide

01.2019 - 03.2019

Ebay CBT of South Korea web design renewal

Bithumb is a top South Korean cryptocurrency exchange, offering trading for Bitcoin (BTC), Ethereum (ETH), and more.

Ebay CBT Web Design, Wireframe, Visual Design

01.2019 - 03.2019

Blockchain Hub Web Design Renewal

Blockchain Hub Web is a community platform dedicated to blockchain.

Responsive Web Design, Wireframe, Visual Design

12.2018 - 02.2019

Krafton Groupware Concept Design

Krafton is a South Korean gaming company best known for creating the global hit game PUBG (PlayerUnknown's Battlegrounds).

Responsive Web Design, Wireframe, Visual Design

03.2018 - 12.2018

Wedding App & Web Planning & Design

A service that helps brides and grooms prepare for their wedding with ease.

Wedding service planning, Android / iOS / responsive web design, Wireframe, Visual Design

01.2018 - 03.2018

Planning and design of Vibly Store

Vibly Store is an online and offline service that collaborates with insightful influencers to curate and offer packaged content.

Vibly Store curation service planning, brand experience design, Responsive web wireframe and visual design

01.2018 - 02.2018

Gimhae Pay App Design

With support from the South Korean government, the city of Gimhae provides a payment app for its citizens.

Android, iOS wireframe and visual design

02.2018

Healthcare bot app design

A service that helps users manage their body by measuring heart activity or weight through wearable devices.

Android, iOS wireframe and visual design

08.2017 - 01.2018

360VR Data King

A service for uploading and exploring 360-degree videos, along with an editing program for viewing spaces in VR.

360VR video service web and app planning, design, visual design Planning and design of 360 VR Editory program