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Led product design for TikTok Shop's core short-video shopping experience, improving commerce signals and establishing a modular anchor framework for scalable experimentation. Shipped changes that increased Video GMV by xx%, payment penetration by xx%, and anchor CTR by up to xx%.

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Shaped AI-powered shopping across recommendations, PDP Q&A, comparison, and sizing, embedding AI into high-intent purchase decisions. Increased product-card CTR by xx%, add-to-cart by xx%, and e-commerce GMV per user by xx%; a new PDP AI entry drove xx% higher GMV per user than the previous entry point.

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Established scalable design patterns for TikTok Shop's AI ecosystem, defining the shopping assistant's design language and aligning AI disclosure and branding across Shopping, Search, Reviews, and Try-on experiences to create a consistent and compliant foundation for AI-powered commerce experiences.

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Redesigned merchant trust and storefront experiences across Official Shop, PDP, LIVE, and store surfaces, driving +xx% platform GMV, +xx% Official-merchant GMV per user, and $xxK+ incremental GMV through improved storefront merchandising.

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Led end-to-end design for BioMatrix, an AI- and biometrics-powered consumer platform bridging Web2 and Web3. Designed growth, content, and incentive experiences — including an ambassador program, interactive content, and reward systems — supporting user growth from 2,500 to 10M+.

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Designed web and Telegram experiences for emerging AI/Web3 products, translating unfamiliar technical concepts into accessible onboarding, engagement, and transaction flows for global consumer audiences.

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Designed the digital experience for AC Future's AI-powered mobile home platform, including its marketing and reservation journeys, contributing to 500+ orders at CES 2025 and supporting A&C Tech's expansion into B2B services.

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Led product design for a Meta Quest 3 immersive training experience, defining the end-to-end experience from workflow framing and interaction concepts through high-fidelity spatial prototypes.

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Translated complex employee training tasks into guided, immersive interactions designed to reduce cognitive load and make operational learning faster and easier to repeat.

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Validated the proposed experience against the existing training workflow, demonstrating the potential to reduce training time by 77% and costs by 93%.

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Redesigned payment and ordering experiences for Meican's consumer platform, serving 350K+ users across 4,000+ enterprise clients, including Microsoft, Tesla, and TikTok.

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Led and co-designed core workflows for the B2B catering management platform serving 30K+ merchants, supporting enterprise operations during a period of 83% annual GMV growth to $388M and 91% revenue growth to $61M.

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Evolved Meican's shared design system across Web, iOS, and Android, introducing data-informed component improvements and interaction standards to increase consistency across consumer and enterprise products.

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Designed and launched XCUBE, a web-based 3D design tool for architects that reached 16K+ registered users, owning core workflows from product definition and interaction design through prototyping and launch.

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Designed 20+ product capabilities using interviews, surveys, usability feedback, and experimentation to translate complex 3D workflows into accessible web experiences.

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Collaborated with a 12-person UX team to build a shared design system supporting three company products across web and mobile, covering components, visual styles, and voice-and-tone guidelines.