Crafting 0-1 experiences and optimizing user journeys to deliver tangible business value with impactful design.
I’m a designer with 7 years of experience—4 of those focused on UX/UI. From fast-paced e-commerce sprints to roll-up-your-sleeves edtech builds, one thing has stuck with me: design is about solving problems with clear goals and creating value for both businesses and users. Here’s the mindset I bring into every project:
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For me, design is an ongoing adventure — a journey of asking, exploring, shaping, collaborating, and evolving toward real-world impact. ”
UX/UI Design
01
Bouldering assistant app
Designing an app to support beginner and intermediate bouldering climbers in building confidence, improving technique, and staying motivated by learning from peers. This project explores how digital tools can foster a more supportive, collaborative, and insightful climbing experience.
02
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Education App
Leading the UX/UI redesign of an educational app to help parents navigate school admissions with greater clarity and trust. Improved usability by streamlining user flows, restructuring content, and enhancing visual design, contributing to increased user trust in the platform.
Visual Design
Marketing campaign landing page Design
A creative sprint bringing a "falling gifts" fantasy to life. I blended a hand-drawn Chinese Zodiac character and lucky koi mascots to create a high-energy, festive atmosphere. Through a mix of illustration and compositing techniques, I crafted an engaging visual narrative that significantly boosted campaign visibility and earned top marks from the brand.
APP Marketing landing page Design
A design focused on establishing high-end brand positioning through atmospheric storytelling. By balancing a rigorous grid and sophisticated layering, leveraging restrained colors and a refined typographic hierarchy, I created a serene, gallery-inspired atmosphere that allows users to focus deeply and comfortably on the app’s premium identity.
E-Commerce Landing page Design
To amplify the brand’s "expertly selected" ethos and spark customer interest, I evoked the feel of an upscale home decor magazine by merging a rhythmic editorial layout with an intuitive typographic hierarchy. By moving beyond traditional retail grids, this design invites customers to navigate through global imports with a sense of discovery, fostering a deep trust in Xidi’s sophisticated taste.
