xavia phan

Redesigned key user journeys for SaaS and e-commerce products, contributing to an average 15% increase in checkout conversion rates. Conducted qualitative and quantitative UX research across 100+ target users to identify friction points and inform product decisions.

Architected and scaled a centralized Figma Design System with 200+ reusable UI components, improving design consistency and supporting faster cross-functional development. Redesigned web and mobile navigation and information architecture using analytics insights to improve content discoverability and user engagement.

Mapped end-to-end user flows and business processes for B2B/B2C products, including an F&B distribution system, salon management platform, and customer loyalty mobile app. Designed the end-to-end UX/UI for a customer loyalty mobile app, supporting adoption among existing users within the first three months after launch.

Designed responsive websites and conversion-focused landing pages for 15+ client projects across different industries. Applied visual hierarchy, grid systems, typography, responsive design, and interaction principles to create cohesive digital experiences.

Completed the Google UX Design Professional Certificate, covering user research, prototyping, and design systems.

Pursued a Bachelor of Business Administration degree, focusing on business fundamentals and management principles.

Earned a UI/UX Trainer Certification, demonstrating expertise in user experience and interface design training.

Completed a Diploma in Multimedia, gaining skills in visual design, digital media, and multimedia production.