Reframing investment UX into a flexible, everyday savings experience

Repositioned a complex GIC into EQ Bank’s most accessible savings product — driving 300% deposit growth and adding 50,000+ new customers. Led UX strategy and regulatory design alignment to build trust and simplify the user journey from exploration to funding.

Designing a clear, confident savings experience for first-time homebuyers

Designed and advocated for a post-onboarding funding widget that appeared at the peak moment of user intent — reducing decision friction and driving a 30% increase in initial funding conversions.

Designing a conversion-focused UX for a luxury wellness brand

Led the redesign of MUTHA™’s digital storefront to reflect its premium brand ethos. Balanced immersive storytelling with clear, conversion-optimized UX — improving discoverability, mobile performance, and trust in a visually rich e-commerce space.

Redesigning a clean beauty e-commerce experience for trust and simplicity

Partnered with the founder and dev team to rebuild Axiology’s e-commerce UX for mobile-first shopping. Focused on product education and simplified navigation to increase clarity, reduce bounce, and improve purchase confidence across channels.

Designing a clean, modular UI for a custom packaging platform

Created a brand-forward, modular Shopify UI for Brand Your — helping a startup in the custom packaging space scale with polish. Delivered a reusable design system that supported onboarding, iteration, and became a key portfolio piece for PB+J.