UI, UX & art direction
I'm a hands-on product manager who started as a designer, and I still design what I spec. Seven years building a B2C learning app, from first sketches as the only designer to shipped, measured flows.
I care about craft: the label a non-native speaker misreads, the state nobody designed, the moment a screen says "you're making progress."
How I work
Discover → Define → Ideate & iterate → Deliver → Measure. Metrics tell me something is happening. Qualitative research tells me why. Design is how I shape behavior to move both.
How I hand off design
Files organized: exploration separated from handoff and analytics. Frames organized as user stories. Reusable components with variants, linked to a main design system. States (blank, error), edge cases, flows, variants and conditionals, all mapped.
How I hand off analytics events
I start with a plan (sometimes alone, sometimes with a product lead), then map the events needed to measure the success of each initiative. Everything is documented in Figma and in an "active events" list.
Daily Missions: a guided learning path
2025–26
From an open library to one mission a day. Look for the home states (in progress, complete, progress report), the speaking-step redesign after Maze testing, and the per-word "definition of done." I've worked on this app since 0→1, when it was an MVP.
Full product caseSpeaking Club
Feature update
Complete UX of a feature update. The app had an unstructured speaking practice. I created the key art direction (a globe with connections), the logo, and the UI/UX screens and flows.
Onboarding redesign
2025
A tutorial about the app became a lesson that delivers the a-ha moment: a before/after comprehension check, a full vs. effort celebration, and an "unlocks tomorrow" hook.
Full product caseWeb flow
2026 · Acquisition
A flow to improve acquisition: it starts on the web (YouTube videos → landing page), then continues on the phone after the app is downloaded.
Creation Tool
2021 · Internal tooling
The tool the content team used to add lessons, edit transcripts, mark the interactive points where flashcards appear, and insert flashcards. It was the main way RealLife's teachers put in the content customers actually used.
Illustration and mascot
Standard illustration. RealLife didn't have an established illustration style. I created one that is light, relatable, and easy to replicate, implement and even animate as .svg files.
Speaking Club thumbnails
Instead of a photo-realistic illustration (like regular lesson thumbnails), an editorial style invites reflection before joining a conversation with a partner. Simple characters that match the meetup title and the standard illustrations.
Mascot
I also proposed names and chose Mundoo: easy to say in almost any language, unlike Globey, whose "Gl" sound can be hard for Asia-based learners.
Art direction
Campaigns
Black Friday 2025 campaign: art direction and UX. Daily Missions launch: a space and exploration theme tied to the initiative's name, built on the principle of leading with curiosity, not warning.
More projects
Older creative projects live on my Behance profile.
Tools: Figma (lo-fi → hi-fi, components) · Maze · Flutter web + Claude Code · Lovable · Axure (2020 MVP).