Project Details
Category
Travel Tech / Connectivity (eSIM)
Role
Head of Design
Year
2025-2026
Led end-to-end design across app, web, and growth — shaping product direction, improving conversion, and supporting rapid scale.
I operated as a design lead across product, growth, and brand — owning the end-to-end experience and contributing to product strategy, not just execution:
I operated as a design lead across product, growth, and brand — owning the end-to-end experience and contributing to product strategy, not just execution:
- Defined UX strategy across app & web
- Influenced product decisions and feature prioritization
- Led cross-functional collaboration (Product, Dev, Marketing, CX)
- Drove consistency across product and growth touchpoints
- Balanced user experience with business impact
Results & Traction
👉 Business Impact
- Supported 300%+ growth phase
- Improved conversion across app & web (~40% app / ~11.97% web)
- Contributed to 6-figure monthly revenue scale
- Strengthened repeat behavior (~30%+ users)
- Built foundation for scalable acquisition (SEO + landing system)
👉 Design System & Consistency
- Ensured consistency across app, web, and marketing
- Worked closely with developers on implementation
- Balanced clean, structured UI + strong brand personality
👉 Collaboration & Leadership
- Worked cross-functionally with product, dev, growth, CX
- Influenced decisions beyond design scope
- Acted as a bridge between design and engineering
Product Strategy & Experience
Truely: new vision
I led major redesigns and improvements across the product:
I also improved key features:
👉 Impact:
- Home experience redesign
- Onboarding & guided installation
- In-app VPN Experience
- Group buying & plan assignment
- Truely Journey (Gamified Profile Summary)
- Tablet & foldable responsiveness
I also improved key features:
- Pause / Resume
- Bundles & Group Buying
- Loyalty & referral programs
👉 Impact:
- Reduced friction across critical flows
- Improved discoverability & usability
- Created a more scalable product foundation
- Defined system logic and interaction patterns
Simplifying a complex
telecom product into a clear,
scalable experience
telecom product into a clear,
scalable experience
Truely 3.0 introduced a more refined and scalable visual system, supporting an expanded feature set while improving clarity, consistency, and overall usability. The updated UI brings a more structured, cohesive experience, making complex interactions easier to understand and navigate.
Web — Designing the Ecosystem
Turning acquisition into conversion
I worked on high-impact, conversion-critical areas:
👉 Impact:
- Homepage redesign & hero experiments (CRO)
- Checkout flow improvements
- Destination page redesign for SEO optimosation
- Directory Blog page redesign for SEO optimosation
- New pages: About us, How it works, Device Compatibility, Event page
- Partner PagesB2B Experience & Integration, Supporting partners, affiliates, and white-label solutions
👉 Impact:
- Increased web conversion to ~11.97% through improved clarity in key flows (homepage, plan selection, checkout)
- Built a scalable SEO-driven destination page system, driving consistent organic traffic
- Improved user decision-making speed by simplifying plan comparison and pricing structure
- Strengthened alignment between product and marketing, creating a more cohesive user journey
- Enabled faster experimentation through structured layouts and reusable patterns
Web Experience
& Growth Design
& Growth Design
Shaped acquisition and conversion flows across homepage, SEO pages, and partner experiences to drive growth and scalability.
Growth & Marketing
Design as a Revenue Driver
I designed growth assets and systems, not just visuals:
👉 Impact:
- Social Media and Google ads campaign (SEO-driven)
- Popups and banners
- Newsletters and communications
- Loyalty & promo experiences
- Messaging & positioning alignment
👉 Impact:
- Strong organic acquisition
- Scalable content system via CMS
- Better alignment between product & marketing
