Lilian User

Conceptualized and designed a gamified educational mobile app from scratch, driving product strategy, user workflows, wireframing, and UI design in Figma. Built the product (currently in beta test), leveraging AI engineering and user-centric design to transform a cognitive learning concept into a functional app.

Led the design direction and created custom UI/UX flows using Figma, from initial wireframes to implementation for a mobile app with 850K+ monthly active users. Driven continuous experimentation (A/B testing, funnel analysis) to iterate on interfaces, remove friction points, and maximize conversion rates and business impact.

Designed high-performing desktop and mobile wireframes in Figma, optimizing visual hierarchy and user journeys to drive engagement and conversion rates. Applied an SXO (SEO x UX) approach, combining search intent analysis with user-centric design to build seamless landing pages.

Analyzed user funnels and performance on e-commerce platforms to identify drop-off points and optimize UX flow. Conducted UX benchmarks and digital audits to improve conversion rates and support product development initiatives from market research to launch.

Pursued a Master of Innovation Management & Digital Innovation from 2024 to 2026.

Earned a Product Led-Growth certification in 2025.

Completed a Bachelor of Business Management with a specialisation in Digital Marketing from 2021 to 2024.