Ho Chi Minh City, Vietnam
I have been solving design-influenced User Experiences and Customer Experiences for over 20 years, and specifically in UX roles and solutions for mobile apps and digital business systems since 2010. I help businesses bring products to market that are relevant to real user needs and purpose-driven, enabling people to achieve personal or business tasks with clarity and confidence through intuitive, user-friendly UX and UI design. I do : • Customer-centric Product development and ideation. • Interface and usability architecture. • Visual aesthetics and design systems. • Identity and brand development. • Writing for product and service engagement, marketing, user onboarding and guidance. I have multi-country, multinational work experience delivering design across industries, from financial services and banking to workflow automation, e-commerce, e-learning, advertising, travel, retail and more.
FERRARI WORLD Abu Dhabi: A major booking journey expansion and mobile-first restructure to enable the Miral Group theme parks to sell more types of theme park tickets and to sell them in a more seamless, simple and user-friendly manner. Ferrari World was the test-track. • As the UX lead, I architected sequences/journeys from browsing to selection to checkout and interaction logic that directly shaped the UI structure, navigation flows and micro-interactions, making complex ticket types+pricing logic and user options appear intuitive and frictionless. • Led presentation and demonstration of the functional solution to the client, and subsequently owned direct feedback and collaborative iteration cycles with the client through to approval. • Supported developers and design system engineers and provided rolling QA to maintain UX/UI quality through build and output. ** Details in Full CV, on request ------------------------------- DP WORLD: A year long programme for an extensive site platform migration that turned into a complete design system change and content overhaul for the Global website and 50+ country sub-sites - an enormous challenge spanning multiple teams & partners across multiple concurrent workstreams. At such scale, my role was two-part: 1. Embedded UX working in the analysis/audit/judgement/recommendation space, part BA and SME providing insights, reasoning, strategic input and frameworks to decision-makers, being the glue and objectives conduit between teams and regions. 2. Leveraging all of the above, my tangible output was primarily defining and maintaining/evolving the extensive Information and Content Architecture, contributing to feature and functional requirements, and stakeholder management. • Information Architecture & Experience Strategy • Stakeholder and Cross-functional Alignment • UX Advocacy & Organisational Influence • Self-directed Research & Domain Intelligence ** Details in Full CV, on request -------------------------------
Long journey from startup; involved for 10 years, first 5 in-house, last 5 remote. SaaS / cloud-based webapp platform for enterprise-level Workflow / REAL BPM automation. Full-spectrum, collaborative product (=business) building, side-by-side with CEO, Technical Architect, dev team, external implementation partners and marketing partners. ** Details in Full CV, on request.
The leading independent (non-franchise) Yoga, Pilates and Wellness Centre in Vietnam. European-owned, core market expats. Business beyond classes. Leading international-standard Teacher Training Courses, and in-studio team for professional Wellness services (Physiotherapy, Osteopathy, Acupuncture, Midwifery, etc). In-house Marketing and content team. They were looking for a design manager, and I’m very passionate about and advocate healthy lifestyle and mindful living practices, so I accepted a role that could help them enhance their customer experience and increase membership through design. ** Details in Full CV, on request.
In parallel with the employed positions above, I have also provided personal, remote contractor or consultant UX and product design services. Diverse, small and large scale projects, some with repeat clients (supplier of choice). Various User Experience audits, UX design solutions, app and mobile designs, collaboration with app developers, identity development and design systems for: ● SaaS / web-app for National-scale Insurance broker policy and member management. ● SaaS / web-app for Media (Ad) placement and Media Management. ● SaaS / web-app for national government department: document verification system. ● Mobile app for (different) government department: License, Vehicle and Agent management of national Taxi, Ride-hailing and Delivery services and providers. ● Mobile app for uniting Church/Congregation communities - Social platform UX. ● Mobile app for tele-healthcare/Counselling. ● Mobile app for Ai powered Financial Advice and planning, Natural Language Interface. ● Website UX, website design, wireframing, and UX writing for: Skyscanner(travel), YouView(device), UBS(finance), Spatial OS(gaming) ** Details in Full CV, on request.
This is the largest organisational UX role and full-scale product team I have been part of: The Morrisons Grocery Digital Innovation team. ** Details in Full CV, on request.