Design Researcher - UX Designer / May, 2023 — Present

• Designed a game from concept to final artwork, applying UX and user-centered design to boost player engagement. • Conducted comprehensive market research, including competitor and trend analysis, to shape design and strategy. • Conducted user research through surveys and in-depth interviews, gathering insights from all key stakeholders. • Analyzed interviews using affinity diagramming (KJ Method) for user empathy mapping and insight generation. • Analyzed survey data to uncover insights on consumer preferences, and behaviors, defining the target audience. • Developed personas, journey maps, stakeholder maps, and other deliverables to inform user-centered design. • Developed detailed prototypes and conducted usability testing and workshops, refining designs based on feedback.

Strategy Consultant / June, 2023 — July, 2023

• Conducted comprehensive generative and evaluative research utilizing the double diamond methodology. • Conducted primary research, including surveys and in-depth interviews, gathering insights from key stakeholders. • Performed secondary research, including literature reviews, benchmarking, and trend analysis to guide strategy. • Executed ideation workshops, aligning solutions with client objectives based on research findings. • Crafted and presented a 3-year strategic plan, providing a detailed roadmap for actionable implementation.

Strategy Advisor (Invited Role) / September, 2020 — August, 2022

• Provided strategic guidance on regulatory frameworks, industry standards, and operational instructions, shaping the future of experiential entertainment. • Conducted market research, benchmarking, and trend analysis to support data-driven decision-making. • Collaborated with stakeholders to establish sustainable development practices for the sector. • Designed strategies to expand industry opportunities and align user expectations with employer standards.

CX and Service Design Lead / May, 2017 — August, 2022

• Developed and implemented user-centered strategies, increasing customer satisfaction and boosting reservations by 290% within six months. • Designed and refined the end-to-end user journey, ensuring a cohesive and engaging experience for all customers. • Implemented a centralized API platform, enhancing service consistency across four branches. • Leveraged data analytics to identify and address user pain points, driving strategic improvements in services.

Service Design Strategist / July, 2016 — May, 2021

• Designed service blueprints for a 1,200 sqm hub, unifying diverse activities into a seamless experience. • Mapped customer journeys to identify and resolve pain points, enhancing satisfaction across all touchpoints. • Conducted benchmarking and trend analysis, applying insights to create innovative service experiences. • Adapted business strategies in response to external challenges, ensuring business continuity.