With a background in psychology and 4 years of experience as a UX/UI designer, I bring deep user empathy and data skills to every product I design. From end-to-end design execution to strategic influence, I solve complex UX/UI challenges while building strong cross-functional partnerships.
B2B product designer creating data-driven solutions for 1 million+ hotel and home partners
πAgoda Dynamic Rates+
An automated pricing program on Agoda Property Portal that helps hotels beat third-party listings by 2% to convert more direct bookings and increase revenue, now serving over 15K active hotels and growing.
Full product ownership from pre-activation sign-up through post-activation management and analytics
Created 8+ core features including self-sign-up, tier selection, program dashboard, performance report, and deactivation flow
Agoda's partner-facing platform where hotel and home partners manage their listings, rates, and performance.
Calendar Sync β Designed calendar synchronization feature for home properties to manage availability across multiple booking platforms like Airbnb and Booking.com
Chargeback Notification β Designed chargeback alert feature that notifies properties and supports dispute management
Agoda Advanced β Designed self-sign-up page and transaction details page for this partner program
Partner Programs β Contributed to strategic vision for consistent program education and experiences across all partner programs
Finance β Supported Finance UI redesign by consolidating user research and partner satisfaction data
β³ Coming soon
πWholesale Portal
Wholesale distribution platform developed by Agoda for Booking Holdings that helps hotel and chain partners optimize B2B rate distribution and prevent revenue leakage across multiple booking channels.
Designed end-to-end experiences for hotel partners and backoffice agents
Built 5 core features including sales overview, partner management, rate misuse detection, optimization tools, and campaign management
β³ Coming soon
π€Partner Satisfaction Survey Dashboard
GPT-powered dashboard automating partner satisfaction survey analysis and visualization for Product, Design, Research, and Business teams.
Initiated and led project from concept to launch β designed dashboard interface and collaborated with data analyst and research team on GPT integration
Reduced quarterly analysis time from 2 weeks to instant results, processing thousands of partner responses automatically
A $7.5M automated pricing program that helps more than 15,000 Agoda hotel partners beat third-party listings by 2% to convert more direct bookings and increase revenue.
My role
Designed complete program experiences from pre-activation education and sign-up through post-activation management and analytics
Created 8+ core features: self-sign-up, tier selection, program dashboard, performance report, bookings report, and deactivation flow
Built scalable design systems that support future growth while features were still being defined
Conducted data analysis using SQL to identify business and design opportunities
Advocated for strategic initiatives backed by data insights
Collaborated with PM, engineers, and business teams
Overview
Program dashboard β From exploratory phase to strategic retention tool
When we launched ADR+ in June 2025, the program was in an exploratory stage. We started with only the self-sign-up feature and a minimal landing page showing basic status information. The goal was to validate hotel adoption before investing in more complex features.
Six months later, the program had scaled to 15,000 active hotels. By this point, we had added several features including performance reports, bookings reports, and program upgrade opt-in, with plans to add tier selection, issue reporting, and pause functionality. We also planned to enhance the existing deactivation flow to address our ~10% churn rate. As I evaluated the current state of the program dashboard, I identified two critical design objectives:
π― Enhance post-activation experiences
Give hotels more visibility into program performance, increase engagement, and reduce churn.
π― Ensure scalability
Design the dashboard to accommodate continuous feature additions without creating clutter. As features multiplied, buttons and links were competing for attention and creating information hierarchy issues.
Research & Analysis
Investigating churn root causes through data
I leveraged two key data sources I had previously set up: data tracking implemented across all features, and 2,500+ deactivation survey responses. Using SQL to query our data tables, I examined deactivation patterns by hotel segment, booking volume, and time in program.
Insight 01
Low page engagement
Gap between portal visits vs ADR+ page widened over time β minimal value for return visits.
Surface key info on landing page for immediate value
Insight 02
Deactivation by booking volume
77% of deactivations occurred among hotels with 0β50 ADR+ bookings β of which ~8% were also new to Agoda overall (0β50 total bookings), pointing to an onboarding gap, not just an ADR+ issue.
Help hotels understand value without large booking volumes
Insight 03
Deactivation timing
28% deactivated within 1 week. 50% deactivated within one month.
Provide early engagement touchpoints
Insight 04
Top deactivation concerns
Low net rates, no bookings, not understanding benefits, rate parity concerns β from 2,500+ responses.
Improve FAQ addressing these specific concerns
Design Solution
Redesigned dashboard
Built with visual hierarchy and mobile responsiveness as foundational principles to address the cluttered information architecture as features multiplied.
1Program title & tagline
Designed as a reusable pattern for scalability β other partner programs can adopt this consistent structure.
2Actions
Frequently used actions β Display as main buttons upfront
Optional, less frequent management actions β Nest under "More"
This maintains clear CTA hierarchy and discoverability while accommodating future actions without overwhelming the interface.
3Program details
Accommodates granular program information and management options:
Status: Active, Trial, or Paused (upcoming)
Tier: Displays selected tier level (upcoming)
Date context: Start date, Trial duration, or Pause resume date
Key improvement for trial users: Previously, we had no clear way to display trial status. The hypothesis: clearly stating "Trial" status and showing the trial end date upfront encourages new hotels to give the program a fair chance even before seeing immediate results.
4Performance metrics
4 key metrics surfaced directly on the landing page rather than requiring navigation to a separate analytics page β giving hotels immediate visibility to evaluate program value and make informed decisions before taking management actions.
5"Get more value" cards
A modular card system for high-priority personalized suggestions β flexible enough to scale as new features are added, while keeping static content like FAQ at a lower hierarchy level.
6FAQ
While lower priority than action cards, the FAQ provides essential guidance in addressing user concerns and improving retention. Reorganized structure by user intent:
"How can I optimize ADR+ performance?" β Addresses top concerns identified in our 2,500+ deactivation survey responses
"How does ADR+ work?" β Provides educational content to clarify program mechanics and address common misunderstandings
After validating technical feasibility with the lead engineer, I presented the redesign to the PM with quantified business impact. The PM agreed and committed to the long-term 2026 roadmap.
However, he raised concerns about Q1 development effort since the revamped landing page wasn't in his original Q1 milestones. I addressed this by proposing an MVP version for Q1 that would lay the foundation with minimal development effort while accommodating planned Q1 features β with the complete version following in the upcoming quarters. This phased approach balanced immediate business needs with long-term strategic goals.
The redesign will be measured by: retained active users, reduced deactivation rate, decreased support escalations, and increased page engagement.
B2C product designer building health tracking & property search experiences
Muang Thai Life Assurance Β· 2022β2023
MTL Fit Health App
Sole UX/UI designer in an agile development team, owning the health and wellness app for Muang Thai Life Assurance, one of Thailand's largest insurance companies. Later evolved to Lead UX/UI Designer for a comprehensive app redesignβleading a junior designer through full app architecture planning, product roadmap development, and new design system creation.
Balanced business objectives (user acquisition, engagement), user needs, technical efforts, and legal considerations through stakeholder collaboration, competitive analysis, and in-depth interviews with target users
End-to-end execution
From low-fidelity wireflows through high-fidelity mockups and development hand-off, maintaining design quality throughout fast-paced sprints. Led development of a new design system for the app redesign
User validation
Conducted moderated usability tests at key milestones, iterating based on real user feedback
Cross-functional collaboration
Maintained close communication with PM, business, development, and legal teams, shaping design directions and ensuring seamless implementation
What this experience taught me
Taking full design ownership and being the voice of the user in an agile, fast-paced environment
Balancing multiple stakeholder needs while maintaining design quality
Working efficiently with developers and PMs in sprint-based workflows
Making design decisions with limited data β which later drove me to learn SQL and data analysis at Agoda
Leading and mentoring a junior designer while driving strategic design vision
CareerFoundry Project Β· 2021
Spacify
A 6-week intensive course project β a responsive web app that provides property buyers with information on properties of interest.
Key deliverables
User flows mapping property search journeys
Low to high-fidelity wireframes and prototypes
Complete visual design system (colors, typography, components) View style guide
Responsive designs across mobile, tablet, and desktop breakpoints
What I learned
End-to-end UX/UI design process
Responsive design principles and progressive enhancement
