Design the online shopping experience and site management tooling for Primary, a gender-neutral kids’ clothing brand.

• Gather requirements from shareholders, and translate quantitative & qualitative insights into design decisions.

• Develop and iterate on user flows, wireframes, prototypes, and UI designs.

• Lead and conduct user research and competitive analysis to gain insights into user behaviors and market trends.

• Collaborate with engineers, project manager, and SVP of e-commerce to plan roadmaps and define product requirements.

• Maintain and update website style guide in Figma and code to ensure product-wide visual consistency. Built the email style guide from scratch.

• Provide detailed UI/UX feedback to engineers on Github to ensure successful implementation of designs and compliance with WCAG 2.0.

Designed user flows and interfaces for an early-stage e-learning startup that targeted global markets.

• Collaborated with product manager, designers, and engineers to define 20+ product features for an e-learning website.

• Designed user flows, wireframes, interfaces, and interactive prototypes for desktop and mobile devices within tight timeframes, contributing to more than 60% of the website's design.

• Built and maintained a style guide that largely increased the design team’s productivity and improved cross-team communication.

• Assisted in conducting EEG (Electroencephalogram) experiments related to working memory.

• Conducted Eye Movement experiments for visual cognition and attention studies and performed data processing on software.

• Studied the basics of visual perception, attention, and working memory to understand user behaviors.