My professional philosophy is built on the belief that design should not just be intuitive — it should engineer moments of delight that drive business growth. Four years of turning complex problems into experiences people actually love.
Selected Work
Reimagining Pizza Hut Vietnam's digital ordering experience from the ground up — from button placement to personalized recommendations — resulting in a 15% boost in sales.
A research-led redesign of a school management platform, starting with the emotion that drives every parent interaction: anxiety. Slashed design iteration time by 30%.
Leading UX strategy and a full design system for one of the world's largest retail destinations. A 40% reduction in design iteration time and a 10% lift in customer retention.
I've spent four years working across Vietnam and Dubai, bridging the gap between rigorous design process and measurable business outcomes. From fast food apps to luxury mall experiences — the method is always the same: understand people deeply first, then design.
Over four years of experience. Three countries. One philosophy.
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