UX/UI Design

Designing intuitive experiences that connect people and brands.


I craft user journeys that merge functionality, emotion, and brand storytelling.

Grounded in understanding user behaviour and brand intent, my approach transforms insights into seamless digital experiences.

From CRM ecosystems to e-commerce platforms, I design across every touchpoint — mapping journeys, defining content guidelines, and refining UI for clarity, consistency, and engagement.

Nike 618

Thomas Cook China

Nike 618 Campaign
Tmall Flagship Store Design [2022]

E-commerce

Brand Strategy

As the flagship 618 campaign, the homepage design had to balance storytelling with conversion. The challenge lay in integrating membership content, creating flexible interactive modules, and spotlighting key products to drive engagement and sales.

Thomas Cook China

WeChat CRM Project [2019-2020]

Customer Service

Operational Efficiency

The project improved post-booking experiences for travelers unclear about trip preparation and destination details by coordinating cross-department efforts, addressing technical and communication barriers, and optimizing WeChat landing pages for a seamless, data-driven travel journey.

Thomas Cook China

WeChat Mini Program [2018-2019]

Visual Consistency

User Engagement

The iteration focused on optimizing page layouts, redesigning icons, and refining membership and interaction flows to enhance usability and brand consistency. The updated design achieved stronger visual coherence, clearer content structure, and higher click-through and purchase rates.

Nike 618 Campaign
Tmall Flagship Store Design [2022]

E-commerce

Brand Strategy

As the flagship 618 campaign, the homepage design had to balance storytelling with conversion. The challenge lay in integrating membership content, creating flexible interactive modules, and spotlighting key products to drive engagement and sales.

Thomas Cook China

WeChat CRM Project [2019-2020]

Customer Service

Operational Efficiency

The project improved post-booking experiences for travelers unclear about trip preparation and destination details by coordinating cross-department efforts, addressing technical and communication barriers, and optimizing WeChat landing pages for a seamless, data-driven travel journey.

Thomas Cook China

WeChat Mini Program [2018-2019]

Visual Consistency

User Engagement

The iteration focused on optimizing page layouts, redesigning icons, and refining membership and interaction flows to enhance usability and brand consistency. The updated design achieved stronger visual coherence, clearer content structure, and higher click-through and purchase rates.