I bridge the gap between complex financial systems and human behavior.
For the past 8+ years, I've been designing products that turn complex workflows into intuitive experiences. Through research-driven product design across fintech, e-commerce, and mobile, I've helped millions of users adopt new digital behaviors with confidence.
(Paidy - Paypal group)
Usage Experience Optimization
Paidy users frequently revisited the Usage page to understand their spending, available credit, and payment status, but key information was often misunderstood. Research and behavioral analysis revealed confusion around spending calculations, graph visibility during payment settlement periods, and financial terminology. This project focused on simplifying the experience and validating improvements through user testing before development.
(Paidy - Paypal group)
Passwordless Authentication
How we increased adoption of Passkey authentication by redesigning the login experience and reducing friction during sign-in.
Impact
Passkey adoption increased by 61%
SMS costs reduced by 30%
Faster and more secure authentication experience
(Paidy - Paypal group)
Validation Framework
Established a scalable validation framework—Identify → Verify → Goal → Validate—to align design, product, and engineering. This standardized process significantly reduced rework and enhanced cross-team decision-making efficiency.
(Paidy - Paypal group)
AppleIDV Nudge Strategy
Strategic Nudge Prioritization: Aligning Business Goals with User Intent
Established a clear hierarchy of user actions—Pay → Spend → Enable—to integrate Apple IDV nudges without disrupting core transaction flows.
Successfully drove eKYC adoption while maintaining high engagement levels within the primary payment experience.
(Paidy - Paypal group)
Redesigning the Merchant Experience
Legacy merchant dashboard was facing hidden operational friction, creating steep learning curves for users and driving up customer support volumes. By combining raw performance data with direct merchant interviews, we overhauled the entire platform—moving from fragmented, low-fidelity layouts into a highly scalable, atomic high-fidelity design ecosystem.
(PHILIP MORRIS)
IQOSPHERE
Optimized eCommerce performance by redesigning key user flows to drive conversion and retention across all digital touchpoints. This strategic UX overhaul focused on reducing friction and maximizing long-term user value.
+15% conversion increase
+29% returning users
(RAKUTEN)
Rakuten Travel
Optimized the booking experience by simplifying the user journey and removing friction across key conversion flows. This refinement significantly enhanced overall usability and navigation efficiency for the end-user.
(RAKUTEN)
Weekend+
Redesigned the content architecture to enhance accessibility and deepen user engagement. By creating a more intuitive discovery experience, I successfully increased interaction rates with lifestyle-oriented content.