Hello Lululemon
March 31st, 2026
Agenda
MY career JOURNEY
Multiculture
Each stop shaped a new dimension of who I am.
Flight Attendant
Building empathy through global service and cross-cultural connection.
UX Designer
Creating intuitive digital experiences for diverse users.
Educator
Crafting learning experiences that inspire and develop others.
Sample Operations Coordinator
Streamlining complex processes with precision and systems thinking.
LULULEMON Journey
My Story with Lululemon
First-Hand Guest Experience
Educating and delivering hands-on product experiences to guests, both in-store and online.
Sample Management
Collaborating with the internal production team to manage and track product samples.
LULULEMON JOURNEY
Extra Contributions to the Company
Event Team Lead
Led the company-wide 'Summer Fun Fest 2024' event, coordinating cross-functional teams and on-ground execution.
Lululemon Voice Over
Provided Thai-language voice-over for Lululemon's e-learning platform since 2024.
Community Engagement
An active presence at every company event — driven by a genuine love for connecting with people.
BEYOND THE DESK
Outside of Work
Weightlifting
A CrossFit regular who finds energy and focus through strength training and the barbell.
Speaker
Passionate about sharing knowledge through talks on technology, innovation, and personal growth.
Dog person
Proud owner of a French Bulldog and a 5K running partner — rain or shine.
First Case study
Makro Pro (Costco of Asia)
A wholesale retail iOS app serving 1M+ users across hospitality and small business segments - built for speed, bulk ordering, and inventory visibility.
FIRST CASE STUDY
The Problem
Conversion was breaking across the core journey. Users with high intent were failing to complete purchases.
FIRST CASE STUDY
The Problem
Conversion was breaking across the core journey. Users with high intent were failing to complete purchases.
Insight: Users didn't need new features. They were already high-intent buyers.
The design was foring them to think, scroll, and search too much.
The solution required ruthless simplification.
FIRST CASE STUDY
Solution
A redesign of the core journey — from discovery (Search & Basket) to checkout.
FIRST CASE STUDY
Solution
A redesign of the core journey — from discovery (Search & Basket) to checkout.
FIRST CASE STUDY
Solution
A redesign of the core journey — from discovery (Search & Basket) to checkout.
Typo Tolerance & Smart Suggestions
Simplified search so users find what they need — even with imperfect input.
Search History
Faster repeat orders with one-tap access to previous searches.
Search by Brand
Boosted discovery and supported business revenue through brand-level filtering.
FIRST CASE STUDY
Result
Our product became the No.1 e-commerce platform in Thailand
16.8M
THB (Sale per day)
Increase sale after launch
Key Takeaways: Design at scale is not about adding more to the screen, it is about systematically removing barriers between the user's intent and their goal.
FIRST CASE STUDY
Team structure
A lean, cross-functional team working in tight collaboration.
2 Designers
Led UX research, interaction design, and visual design across the journey.
3 Developers
Built and shipped features iteratively with close design collaboration.
1 Product Manager
Aligned business goals, user needs, and technical feasibility.
Stakeholders
Marketing, operations, and leadership — involved throughout the process.
My Role
I translated research insights into shippable UX across cross-functional constraints — leading the redesign of the core discovery-to-checkout journey.
FIRST CASE STUDY
Who Is Our User?
Small business owners who need to order fast — not browse.
Restaurant Owner
Orders ingredients daily. Speed and accuracy are everything — no time to browse.
Hotel Procurement
Manages bulk purchasing with consistent supply needs and strict budgets.
Catering Business
High-volume, event-driven orders that require reliability and fast reordering.
Key Insight
These users don't shop — they reorder. The experience needed to match that mental model.
FIRST CASE STUDY
User Context
Users weren't failing because of missing features — the experience demanded too much from them.
Cognitive Overload
Excessive scrolling and unclear hierarchy overwhelmed decision-making.
Search Failures
Users couldn't find products — even when they knew exactly what they wanted.
Broken Navigation
No easy way to go back, forcing users to restart their entire journey.
FIRST CASE STUDY
Voice of the Users
Real feedback from app store reviews — unfiltered.
Search returns no results
★
The search function is still difficult… Sometimes I typed in but there are no results!
Hard to find categories
★★
Why do I have to endlessly scroll for product categories? I need to find products quickly, not waste time scrolling!
Can't go back easily
★★
Why can't I go back to the previous page when I'm browsing? It's absurdly inconvenient and disrupts my entire shopping process!
Search is too strict
★
The keywords for search required are too specific.
Navigation is confusing
★★
The navigation on this app is horrendous!
FIRST CASE STUDY
Search Opportunities
Benchmarked the market, then adapted to our users and brand direction.
Smart Search
Corrects typos and recommends the closest match — even when input is wrong.
Search History
Surfaces recent searches so users can reorder quickly without retyping.
Brand Search
Search by brand partner — drives revenue from $1M/year logo placements.
$1M+
Annual Revenue
Generated through brand logo placements in search
3x
Faster Reordering
With search history and smart suggestions
FIRST CASE STUDY
Explorations
Three directions explored — each solving a different dimension of the search problem.
Direction 1
Hands-free search for speed
Direction 2
Supplier-based search
Direction 3
Brand-driven discovery
FIRST CASE STUDY
Design Solution
The winning direction — brand-driven discovery that served both users and the business.
User-Tested
Scored highest in usability testing for speed and discoverability.
Business-Aligned
Brand search drove $1M+ in annual revenue through logo placements.
Dev-Feasible
Lowest implementation complexity — shipped within the sprint timeline.
FIRST CASE STUDY
Collaboration at the Core
Design doesn't happen in isolation — I brought in engineering and product early to stay grounded in reality.
Cross-Functional Reviews
Included designers, PMs, and developers in every design review — not just at handoff.
Technical Feasibility First
Brought engineering in early to validate constraints before committing to a direction.
Scope & Timeline Alignment
Kept project scope realistic by aligning with stakeholders throughout the process.
FIRST CASE STUDY
Key Learnings
What this project taught me about designing for scale, speed, and real users.
Retail users prioritize speed over exploration
Efficiency in finding and completing tasks outweighs feature richness
Navigation hierarchy is a conversion lever
Structural clarity has a direct, measurable impact on checkout rates
Iteration + collaboration are non-negotiable
Agile environments demand continuous alignment across disciplines
Data and qualitative insight work together
Numbers reveal where; user interviews reveal why. Both are required.
FIRST CASE STUDY
Q & A
Feel free to ask anything — I'm happy to discuss further.
Second case study
Redesigning the AIA Sales Tool
From paper-based workflow to real-time digital sales experience
UX Case Study
iPad Application
Enterprise Design
SECOND CASE STUDY
The Product
An iPad app for AIA insurance agents — quote, apply, and close in a single meeting.
Who Uses It
AIA insurance agents during live, in-person client consultations.
Core Goal
Replace paper and manual steps with one portable, professional tool.
Why It Matters
Used during live client conversations — speed and clarity are critical to closing.
Chapter 1
The Workflow Before
Every step was manual, disconnected, and slow — making it impossible to close in a single meeting.
Research Insight
Field research with 12 agents revealed the app wasn't the bottleneck, the lack of a unified system was.
Agents relied heavily on offline workarounds
Research Finding
How Agents Actually Tracked Data
Field research revealed a patchwork of workarounds — none of them scalable.
Own Software
Agents used personal tools outside the company ecosystem.
Spreadsheets
Manual data entry with no version control or shared access.
Excel Fields
Disconnected files that couldn't sync with the core system.
No Single Source of Truth
Every agent had their own system — making data unreliable, inconsistent, and impossible to manage at scale.
Chapter 2
The Problem
Three friction points were killing sales — and eroding client trust.
Slow Quote Generation
1–3 days to generate a quote. Momentum lost before the meeting ended.
No Application Visibility
No status tracking. Agents followed up blind. Clients lost confidence.
Paper Dependency
Wet signatures. Physical forms. Same-day close was structurally impossible.
1–3
Days per Quote
Average time to generate a single insurance quote
0%
Same-Day Close Rate
No agent could close a sale in a single client meeting
Chapter 3
Team & My Role
The Team
6 Product Designers
Collaborative design team covering research, interaction, and visual design.
1 Product Manager
Aligned business goals with user needs and technical feasibility.
2 UX Researchers
Led field research, interviews, and usability testing with agents.
10+ Engineers
Built and shipped features iteratively across iOS and backend systems.
AIA Stakeholders
Business and operations leads involved throughout the process.
My Role — Lead Product Designer
End-to-End Ownership
From research and discovery through to production-ready UI.
Design Voice
Primary design representative in all stakeholder reviews and presentations.
Bridge Builder
Connected user needs, business goals, and engineering constraints.
Chapter 4
Research & Design Process
We went into the field before touching any design tools.
User Interviews
Spoke with both sales agents and clients to uncover real workflows and frustrations.
Journey Mapping
Mapped the full agent journey — from first prospect contact to policy issuance.
Workflow Analysis
Audited every step, including offline tasks the digital tool completely ignored.
Chapter 5
Transformation
One goal: close a sale — start to finish — in a single meeting.
Digital Quoting
Real-time quote generation — no waiting, no back-and-forth.
E-Signature
Wet signatures replaced with secure digital sign-off on the spot.
Same-Day Close
The entire sales journey — from quote to policy — completed in one meeting.
Chapter 5
Benefits Customization
Agents could now tailor benefit packages by role — live, in front of the client.
Full Transparency
Clients could see exactly what they were getting, line by line, in real time.
No More Back-and-Forth
What used to take days of paperwork now happened in a single meeting.
Chapter 6
Explorations
Three navigation models explored — we chose the one that reduced errors during live client meetings.
Direction 1
Full visibility layout — all options shown at once.
Direction 2
Guided step-by-step flow — one decision at a time.
Direction 3 ✓ Chosen
Structured group-based experience — reduced errors in live meetings.
Why Direction 3?
Every decision was made collaboratively — design, PM, and engineering aligned from day one. The group-based flow won because it matched how agents naturally think about client needs.
Chapter 7
The Design Solution
A guided linear flow with a sidebar — built for speed, clarity, and zero errors in the room.
Sidebar Navigation
Agents always knew where they were in the process — no confusion, no backtracking.
Linear Flow
One step at a time — designed to match the natural rhythm of a client conversation.
Error Prevention
Structured inputs and smart defaults reduced mistakes during live meetings.
Chapter 9
Results & Impact
Measurable change — in the numbers and in how agents worked.
80%
Less Paperwork
Physical document handling eliminated across the full process.
70%
Higher Engagement
Agent adoption of the digital tool vs. the previous version.
1 Day
Faster Close
Quote to signed application. Down from 3+ days.
Agent Confidence
Agents reported feeling more professional and prepared during client meetings.
Client Trust
Clients responded positively to the transparency and speed of the new experience.
Business Recognition
The project became a flagship digital transformation initiative within AIA Thailand.
Reflection
What I Learned
Three principles that will shape every project I take on from here.
Workflows Over Features
The biggest wins came from removing friction — not adding capabilities. Simplicity is the hardest thing to design.
Systems Thinking in Enterprise
Enterprise design is never about one screen. It's about the full workflow, the people, and the constraints around them.
Alignment Is Design Work
Getting PM, engineering, and stakeholders to share the same problem definition was as important as the interface itself.
The Takeaway
The best design decisions weren't made at the desk — they were made in the field, in the room, and in the conversation.
Q & A
Q & A
Feel free to ask anything — I'm happy to discuss further.
THANK YOU
Thank You for Your Time
It was a pleasure sharing my work and story with you.