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

2×

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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