Sujin Choi

I'm a product designer building data-dense workflows across insurance, enterprise SaaS, adtech, and consumer products. At Sonnet, I lead work from discovery through launch, balancing customer needs, business goals, compliance, and engineering feasibility.

I redesigned Sonnet's cancellation journey and contributed an estimated $547K in annualized retained premium, with 78% of requests deflected digitally and a 44% self-serve rate. I also led a CRM-to-landing journey redesign that improved purchase rate 82.5% year over year and drove nearly 5x funnel growth.

I've built design system foundations at Sonnet, Manr, and 29Labs, and created scalable component libraries for Mango Digital's marketing and product clients. My work spans user research, usability studies, A/B testing, workflow design, responsive web experiences, native mobile apps, and developer handoff.

I'm comfortable using HTML, CSS, and JavaScript to assess feasibility and collaborate closely with engineers. I use behavioural data, customer feedback, and AI-assisted prototyping to clarify workflow logic and align teams faster.