Leading the design and user experience for Lazada’s buyers and logistics domains, focusing on creating seamless, localized, and connected flows across diverse user journeys in South East Asia. Oct 2023 - Now: Post-Purchase and Logistics Experience• Currently managing the user experience for Post-Purchase flows, including Manage Orders, Delivery Details, and Return/Refund/Cancel processes.• Leading UX initiatives for Lazada’s Logistics division, covering both B2B and B2C platforms, from First Mile (parcel pickup) to Sortation, Line Haul, Shuttle, and Last Mile delivery.• Overseeing the experience for diverse user groups, including sortation staff, hub operators, and delivery drivers, ensuring a smooth and cohesive interaction flow.• Bridging buyers’ post-purchase experiences with logistical operations, driving efficiency and satisfaction across the ecosystem.Jun 2022 - Oct 2023: Buyer-Centric Design• Oversaw the Core Trade user experience, managing the buyer purchase flow from Product Page to Cart, Promotions, Checkout, and post-purchase services (Managing Orders, Returns, Refunds, Cancellations).• Aligned vertical domains into a consistent buyer journey for the first time within the design team, ensuring high consistency across cross-functional teams and projects.• Collaborated with local operators, product teams, and the board of directors to deliver localized user experiences tailored to South East Asia markets.• Conducted training sessions and one-on-one mentorship to instill regional design patterns and best practices within the team.• Expanded the design system to encompass more local domains, focusing on integrating core interactions into a cohesive purchase flow.

• Designed and managed user experiences for critical buyer domains, including Reverse, Cart, My Account, and the seller platform for managing orders and promotions.• Shaped horizontally consistent and localized user experiences tailored to the South East Asia market, setting a new standard for regional UX.• Conducted competitive market research to develop and implement effective UX and UI strategies, driving campaign revenue and improving NPS.• Initiated and established the foundational design system for both buyer and seller apps, advocating for scalable globalization while emphasizing culturally localized interactions.• Laid the groundwork for expanding the design system across teams, fostering consistency and elevating the overall user experience.