Recent projects
-
CX research · journey mapping · systems thinking
I worked on the CX discovery to understand how members move through a public sector service across an entire lifecycle from cradle to grave.
I planned and facilitated workshops with 30+ stakeholders to gather knowledge and validate a new journey taxonomy. To tackle the scale and complexity, we leveraged a GenAI journey management tool to map 23 journeys in 4 weeks, working closely with researchers to translate primary research into an evidence-based discovery.
This work shifted conversations from isolated issues to actionable opportunities, steering the next decade of roadmap and delivery planning.
-
Service design · research · experience strategy
I led service design for a large-scale field service transformation, supporting frontline engineers and back office partners.
My work focused on understanding the realities of frontline delivery—from back office interviews to attending on-site ride-alongs—before translating fragmented processes into a clear, future-state service model. The result aligned operations, technology and user needs, directly supporting a £3.3m business case for investment.
This project sharpened my ability to connect lived experience with commercial value, and design future states that work in practice, and not just on a journey map.
-
UX design · GDS · accessibility
I worked as a UX designer on a policy-heavy, high-stakes public service as my first project in PwC.
I designed and tested 100+ GDS-compliant screens, ensuring the service was accessible, usable, and trusted by both external users and internal caseworkers. Over time, I worked across up to four parallel workstreams and stepped into lead responsibilities as a junior.
The service became thefirst Microsoft-based platform to pass government service standards and was nominated for Performance Improvement in the Public Sector (MCA, 2025).
Pre-design
-
Copywriting · brand · digital marketing
I worked in creative strategy and copywriting for clients across luxury, hospitality, and finance. My role spanned campaign concepts, brand narratives, and editorial content—from launches to livestreams.
This experience sharpened my ability to turn insight into clear, compelling stories, and to communicate complex ideas with intention across channels.
-
Venture building · content · marketing
I joined a fast-growing biotechnology start-up as a summer intern and quickly moved into a full-time role.
I built the company blog from scratch by working closely with R&D scientists, supported e-commerce design, and helped grow brand awareness through partnerships and campaigns. The pace was intense, but it taught me how to think creatively, work proactively, and ship ideas as MVPs.
Academic
-
MRes Healthcare & Design dissertation (2025)
My 2-year project explored how conversation can support proactive engagement with end-of-life planning. Using systems thinking and cybernetics, I designed a low-tech conversational prototype (Design Your Own Death) reframing death planning as an evolving, human process rather than a purely administrative task.
-
BA Design Management & Cultures (2021)
During the COVID-19 pandemic, I explored how Hong Kong could move from over-medicalisation toward a prevention-first healthcare model. The work proposed a hybrid public-private approach, spanning policy, digital services, marketing, and cultural mindset shifts.
Alongside this, I worked on projects including an accessible food market for the visually impaired and a lockdown-resilient business model for beauty SMEs in Colombia.