Pinnacle App Design | Loop Strategy in App Experience
Design-Driven User Engagement （Under Construction)
Design Task - B2B Pricing Tool
AI pricing tool (Under Construction)
Selected Work
Recent work
ABOUT ME
I don't define my title, open for all different challenges
As a research-oriented designer, I am passionate about crafting seamless, beautiful digital experiences that meet user needs and drive business success.
I leverage user research to uncover user needs and pain points and utilise data-driven design convergence for validation and iteration.
My Drive
Passion for Healthcare / Fintech / B2B products
My Drive User Research Enthusiast: I dive deep into understanding people and the ecosystems they navigate, using insights to craft solutions that truly resonate.
ENFJ Designer: Enthusiastic, Supportive, and Action-oriented. I gain a high sense of satisfaction from doing well in my work, creating supportive and meaningful solutions.
Business & Tech Explorer: I’m fascinated by the intersection of business innovation and emerging technologies, always curious about how they can enhance human experiences.
Experience
Pinnacle Sports - London, UK 06/2022 - 05/2024
Led the end-to-end design process across Pinnacle’s web, mobile apps, and B2B internal platform, from research, wireframing and testing to iterative experience improvements.
- Designed and launched the first app (0 to 1) through comprehensive user research, including interviews, workshops, competitive analysis, and usability testing. Developed a conversion loop strategy, crafted wireframes, and prototyped key interactions, resulting in a user-centric app that boosted engagement, conversion rates, and repurchase metrics.
- Improved the payment integration platform's functionality and usability by introducing Role-Based Access Control and restructuring the information architecture and interfaces. Streamlined workflows and recreated a new unified design system to ensure brand cohesion, resulting in faster operations and more precise management capabilities.
- Increased registration rates by 16% and reduced registration time by 39% through data analysis, usability testing, and A/B testing, refining the user flow and enhancing the form design, resulting in higher user satisfaction and increased successful registration rate.
- Enhanced platform security and user trust by integrating Multi-Factor Authentication (MFA) across the platform, and developed over 200 click-through prototypes for handover.
- Conducted weekly UX analysis on website experience by usability research, data analysis, and heuristic evaluation, presenting insights, early concepts, success metrics and the implementation plan to stakeholders and the teams.
London Coffee Cups - London, UK 05/2024-04/2025
Managed multi-channel e-commerce for food packaging, operations across Amazon, Shopify, and eBay for a London-based business. Oversaw everything from product listings, stock management, and dispatch to data analysis and advertising strategy. Standardised workflows and optimised performance, resulting in three ‘Amazon’s Choice’ products and one top seller in categories.
T-ART Company - London, UK 01/2022 - 04/2022
Let the writing speak for itself. Keep a consistent tone and voice throughout the website to stay true to the brand image and give visitors a taste of the company’s values and personality.
Lighthouse Capital - Beijing, China 04/2020 to 07/2020
Created 15+ creative visual posts and redesigned the annual company brochure, supporting the reshaping of the brand voice to better resonate with the target audience.
Chengdu Funny Cat Science and Technology Co., Ltd 12/2018 to 03/2019
Assisted the lead UX/UI designer in developing an audio game interface by assisting in creating interface structures and design systems.