Selected Work
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Crunchbase
Redesigning the Pro Trial Buy Flow
Pricing moved to step one. Trial starts up 5% in four weeks.
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Crunchbase
An Upsell Framework for AI Predictions
Layers, not tiers. $2.4M in sales pipeline, and a framework other teams adopted.
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Crunchbase
Redesigning the Pricing Page for an AI Launch
One card, one job. 2.5x spend per seat, 70% more qualified leads.
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Crunchbase
Redesigning the Cancellation Flow for Click-to-Cancel Compliance
A misleading save screen became an honest 25% offer. 11% took it.
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NYC Department of Education
School Finder NYC
An Admissions Guide for 80,000 students and the families helping them.
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MONC XIII
Redesigning a Luxury Interiors E-Commerce Site
Session duration up 82%, bounce rate down 16%, in the first week.
Design Philosophy
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Start with what people came to do.
Every screen exists to help someone get something done. I begin there, with the job they’re hiring the product for, and let it shape everything else. Tools will keep changing, especially now. What people are trying to accomplish is steady ground to design from.
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Lead with a hypothesis.
Every design is a belief about what will change for people. I name mine before I start, so each decision has a reason behind it and every result, expected or not, teaches us something.
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Give the room something to point at.
Teams align fastest around something they can see. I bring a sketch or prototype early, even a rough one, so the conversation has a shared starting point.
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Cut until it’s obvious.
My best decisions are usually removals: a step, an option, a word. What’s left has to earn trust, down to a button that says exactly what it does.
About
Product design is where my three favorite things meet: people, art, and technology. I have loved drawing for as long as I can remember. I was classically trained in pencil in China, and I have been taking fine arts classes at the college level since high school.
I studied Asian and Asian American Studies with an emphasis on ethnography, linguistics, and psychology, and it shaped how I design more than anything else. Together they form a discipline of attention: to what people say, to how they say it, and to what they do next.
For the last four years, I was the sole designer for the path from discovery to purchase at Crunchbase, an experience that drives 80% of the company’s ARR. Beyond that work, I facilitated our design guild, shaped the design system through the company’s AI relaunch, and became the first designer there to ship code to production.
Off the clock, I cook, bake, and am learning to needlepoint Christmas stockings.
