Hello Lululemon







March 31st, 2026

Agenda


My career journey

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 Ops

Streamlining complex processes with precision and systems thinking.


Lululemon journey

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.

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.

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.

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.


Team structure

A lean, cross-functional team working in tight collaboration.

2 Designers

Led UX research, interaction design, and visual design across the journey.

6 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.

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 forcing them to think, scroll, and search too much.
The solution required ruthless simplification.



The Problem

Conversion was breaking across the core journey. Users with high intent were failing to complete purchases.

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.


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

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



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.

Result

Our product became the No.1 e-commerce platform in Thailand

16.8M

THB (Sale per day)

Increase sale after launch

60%→15%

Search Drop-off

Reduced after redesign

43%→10%

Basket Drop-off

Reduced after redesign

+62%

Checkout Completion

Increase 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.

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.

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 StudyiPad ApplicationEnterprise Design








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.


Team & My Role

The Team

3 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.

The Workflow Before

Every step was manual, disconnected, and slow — making it impossible to close in a single meeting.

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.

Research Insight

Field research with 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.

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.

Transformation

One goal: close a sale — start to finish — in a single meeting.

zDigital 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.

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.

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.

The Design Solution

The third approach — a group-based experience — became the final direction.

Clarity

Information organized into logical sections — users instantly understood the structure.

Flexibility

Move between sections without losing context — no forced linear path.

Real-World Usage

Built for live client meetings — agents can adapt based on what the client is asking.

Why This Direction?

We're not designing for a perfect flow — we're designing for real conversations. Speed and adaptability are critical in live meetings.

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.

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

Feel free to ask anything — I'm happy to discuss further.








Thank You for Your Time

It was a pleasure sharing my work and story with you.