I shape user-centred products at the intersection of finance and commerce — from live commerce to digital banking to smart-home IoT.
HSBC
Samsung Card
LG Electronics
Ten projects from Coupang, HSBC, Samsung Card, and LG Electronics — tap any to read more.
End-to-end UX for a live/VOD shopping platform across customer, creator, and vendor apps.
2022
Straight-through onboarding that opens a bank account with no branch visit for new-to-bank customers.
2019
One onboarding journey for two markets, embedded inside WeChat for Chinese residents.
2020
Reorganised a complex top-level information structure into a single, scannable landing page.
2016–18
Finance a new car with a credit card in a few clicks — the first service of its kind in Korea.
2016
A UX-led revamp of the members-only online shopping experience.
2016
A creativity app for children aged 4–7 and their parents, built around a growing relationship.
2018
LG's first all-in-one IoT app unifying fridges, washers, vacuums, and TVs. Launched at CES 2014.
2014
An interactive checkout-divider that fit seamlessly into the mart shopping experience.
2015
Tapping a credit card to surface personalised weather, headlines, and updates — the card as identity.
The full arc — business goal, hypothesis, prototype, and measured outcome — for two products I led from research to shipped result.
Live shopping had reach but weak conversion. I introduced real-time purchase & cart alerts to trigger a sense of urgency, a like button for engagement, and a "recommended" drawer to keep browsers inside the stream.
A complex information structure was burying key services. I simplified the IA around one-click access and layered in personalised content, delivering a consistent experience across mobile and desktop.
I'm an experienced UX consultant with 20+ years across finance and commerce, focused on tech-driven, user-friendly solutions. My work spans live commerce, digital banking, e-commerce, and smart-home IoT — always starting from the person on the other side of the screen.
I've led UX for Coupang's live commerce service, designed straight-through digital onboarding at HSBC in Hong Kong, set UX strategy and governance at Samsung Card, and built smart-home and next-robot UX at LG Electronics. Today I consult for startups and government projects, focusing on AI-driven design automation.
Open to consulting, product design, and UX strategy work. I'll reply within a couple of days.