7+ Years of exp
SAAS
AI & Automations

UX that powers business growth

I'm Nana, a Product Design Lead specializing in crafting lovable user experiences that turn insights into measurable product growth and commercial impact.

Designs that solve real problems

I focus on outcomes. Here are a few highlights of what my product leadership has achieved.

Zaapi | Product market fit & Growth

Scaling Zaapi: From Thai-only SaaS to SEA growth engine

Led end-to-end product research and design execution that transformed Zaapi from a local tool into a regional competitor, successfully achieving product-market fit in Thailand and launching in Singapore, the Philippines, and Malaysia.

+220%

ARR (annual recurring revenue) jumped over two years (Q3 ’23 – Q2 ’25) after securing product–market fit

+650%

Number of message sent on desktop (Q3 ’23 – Q2 ’25)

+40%

New subscribers in two months after website and brand refresh

10+

First-time international clients across SEA (SG, PH & MY), breaking into new regional markets

View case study
Zaapi | Conversational UX & AI

Conversational UX & AI agent: Fast, scalable resolutions for customer service teams

Designed a no-code AI chat agent and conversational UX that uses customer context before answering, cites sources, follows policy, stays human-controlled, and speaks in our brand voice—delivering faster resolutions, higher first-contact resolution, and scaled support without new hires.

+750%

More AI feature usage (click) after introducing the new AI branding and relocating the button

Increase in messages sent by Zaapi AI from start of Q1 to end of Q2 2025 after launching AI thinking and performance dashboard

+50%

Increase in full resolution rate for all users

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Zaapi | No-Code Chatbots & Automations

Designing no-code chatbots & automations for non-technical users

Led the UX initiative to simplify complex AI workflows, empowering non-technical business owners to build their own customer service agents without writing a single line of code.

+95%

Drop in unresponded chats (from 95 → 5 per week)

+87%

Faster replies (cut average response from 1 h 24 m to 11 m)

10×

More AI feature usage after introducing the new AI branding and relocating the button

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TTB Bank | End-to-end UX delivery

Fintech UX: Digitizing loan registration & management

Led the comprehensive redesign of the retail lending ecosystem, starting from loan application to after sale service, which are pre-qualification process, loan/credit card application, and aftersale services.

+117%

Increase in number of online applications (loans and credit cards) after 6 months

View case study
Experience that tailors every interaction to your business goals and user needs — designed by a specialist in UX, visual design, strategy, code, AI, and teamwork.

Let’s do amazing works together!

See at a glance what I can bring to your business and team.

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