Research first.
Design experiences
that actually feel human.
Over six years turning complex problems into moments people love. From fast food apps in Saigon to luxury mall experiences in Dubai — each project shaped a design system that lives, breathes, and scales beyond any single screen.
The Design Journey
How research-led thinking became living design systems
Every case study uncovered problems that a single redesign couldn't solve. The design systems that followed are how those insights became infrastructure — reusable, accessible, and built to outlast any single sprint.
Gamuda Land Vietnam — Designing the Digital Foundation of a $25B Portfolio
Before UX had a seat at the table, Gamuda Land was building one of Southeast Asia's most ambitious PropTech ecosystems — and someone had to design the digital surface connecting a $25+ billion physical portfolio to millions of future residents. This was the role that established the conviction: design systems aren't just component libraries. They're the infrastructure that makes trust scalable.
"Three personas — Minh Châu, a first-generation homebuyer navigating a screen reader; Quốc Bảo, an overseas investor completing a reservation from Germany; Thanh Ngân, browsing Gamuda City units one-handed on the Hanoi metro — shaped a bilingual, accessibility-first design system that preceded every project that followed."
Pizza Hut Vietnam — Where Empathy Met Ordering Flows
It started with a 96% satisfaction score that was hiding real pain. Three personas — Linh, Minh, and Bà Thu — revealed that the ordering experience failed different people in completely different ways. A speed-focused student. An allergy-anxious parent. A grandmother who'd never ordered food online.
"Discover how persona-driven research exposed 12 accessibility issues that a satisfaction survey never could — and how those findings became the foundation of a design system built for warmth, trust, and speed."
GIIS Smart Campus — Designing for the Anxious Parent First
What if the primary emotion driving your user isn't convenience — it's anxiety? At 7:30am, a parent watching a dot on a map doesn't need "features." They need to feel certain their child is safe. That insight reshaped every notification, every status indicator, every colour choice.
"Dive into the case study that made anxiety a first-class design requirement — then see how the design system encoded those emotional principles into reusable, accessible components."
The Dubai Mall — Experience Design at Global Scale
One of the world's largest malls. 1,200+ stores. Visitors from 200+ countries. The design challenge wasn't just wayfinding — it was building an experience system flexible enough for a jet-lagged first-time tourist and a weekly regular who just wants to find her car.
"See how accessibility-first thinking at scale proved that designing for edge cases — Anya's cognitive overload, Mariam's weekly frustration — actually improved the experience for every single user."
Agentic Orchestration RTM — Building Accountability into the AI Loop
After six years of building design systems that outlast sprints, the next question became: what happens to traceability when AI agents are generating the sprints? The Agentic Orchestration RTM is an original methodology for keeping AI-assisted product development grounded — requirements traced to evidence, decisions gated by humans, drift detected post-launch.
"The next three years of product design won't be won by the designer who uses the most AI tools. They'll be won by the designer who installs accountability into the AI loop."
Selected Work
Each project below tells two stories. The case study captures the messy, human work of understanding people and solving real problems. The design system captures what survived that process — the principles, tokens, and components that scale.
Designing for Every Vietnamese Customer
Reimagining Pizza Hut Vietnam's digital ordering experience from the ground up — personas, accessibility-first design, and emotional journey mapping that drove a 15% boost in sales.
How do you design an ordering flow that works for a Gen-Z student, a cautious parent, and a 65-year-old grandmother — all at once?
GIIS Smart Campus — Designing for the Anxious Parent First
A research-led redesign of a school transport management platform. Starting with the emotion that drives every parent interaction: anxiety. Slashed design iteration time by 30%.
The most important design decision wasn't a layout choice — it was treating parental anxiety as the primary design constraint.
The Dubai Mall App — Experience Design & Accessibility
UX strategy and a full design system for one of the world's largest retail destinations. Accessibility-first personas, emotional journey mapping, and a 40% reduction in design iteration time.
What happens when you design for a jet-lagged tourist's worst moment — and it accidentally improves the experience for everyone?
Agentic Orchestration RTM
A working framework for keeping AI-assisted product development grounded in real requirements, connected to real evidence, and honest about what's untested — across the full SDLC.
What if the answer to AI drift isn't to slow down AI — but to build an orchestration layer that keeps the AI-assisted SDLC grounded?