SK Telecom's Global AI Platform set out to enter the U.S. market with an ambitious goal: build an AI assistant that could compete globally.

Early research reframed the brief. People weren't looking for more automation. They needed help thinking, planning and following through on everyday life.

Shape aster* from 0→1 for a U.S. launch: find the key use cases, design against them, test and refine, then guide our production team in South Korea.

I partnered directly with the CEO and ML engineering leadership on product strategy, balancing what users needed with what was technically and commercially feasible.

• From generate to accelerate

  Users didn't need more content, they needed faster, smarter starting points. Prompt suggestions helped people break big goals into smaller steps and get to a first plan sooner.

• A hybrid interaction model

  Aster combines the flexibility of chat with the clarity of structured UI, so people can speak naturally in some moments and use guided inputs when entering lots of detail.

• Recommendations people can trust

  Clarifying questions capture clear intent, in-chat suggestions encourage discovery, and contextual reasoning explains why each option was suggested.

• Learning about users over time

  Onboarding, preference capture and memory help Aster understand each person and grow more personalized with every interaction.

• A modular plan framework

  Plans are built block by block, flexing from travel to workouts to meal prep while reducing engineering effort and keeping users in control.

• Raising the bar

  I defined domain guidelines to improve LLM accuracy and consistency, and coached the Korean design team on accessibility and U.S. design patterns.

Time to value dropped and more plans were completed, with users saying Aster understood them from the start.

Explaining the AI's reasoning turned output into guided decisions and improved trust and satisfaction, while revealing information progressively reduced decision fatigue. The work shipped as a working MVP for beta testing.

ZHILYOVA is a high-end Ukrainian lingerie brand whose pieces move beyond the traditional to celebrate femininity and freedom.

Founder Valeria Zhilyova wanted to elevate the brand and break out of the conventional e-commerce experience, but her multiple collections didn't yet tell a cohesive story.

Working alongside a principal visual designer and four engineers, create a responsive shopping experience that tells the brand's story across every collection and explores new ways to shop.

• A universe of collections

  I developed a “universe” concept where each collection is assigned descriptive tags that act as its coordinates throughout the experience.

• Build your body

  Going beyond saved preferences, we paired AI with a robust photoshoot library so returning customers can save a body they identify with.

• Views for every mindset

  People scan differently, so we created scrolling patterns for different mindsets, including a “View by my body” toggle.

• Filtering by mood and use

  Filters go beyond size and fit to include mood and how a piece will be worn.

• Mix & match

  For specific sets, shoppers can mix and match items across a collection.

• Product detail pages

  Shoppers can rotate the piece itself or the model wearing it to see every angle.

A responsive e-commerce experience that elevated the brand and showcased its unique style and vision.

The “universe” creative direction evolved how the brand presents its collections, and the vision continues to this day.

Founded by Dr. David Sinclair, Tally Health set out to help people live healthier, longer lives through science-backed recommendations.

The science was there. Making sense of the findings wasn't.

Across three phases (alpha, beta and MVP), lead a team of three designers alongside engineering, product and Tally Health's scientists to launch a member experience where biohackers and everyday members alike could understand their results and stay motivated to keep testing.

• Kit registration

  A step-by-step tutorial guides members through sample collection so results are accurate the first time.

• Dashboard

  A central home where members and one-time users find dynamic content based on their individual journey.

• Results story

  A standalone animated experience, opened from an email or the dashboard, reveals each member's biological age (TallyAge) and makes it easy to share.

• Action plans

  A library of scientific recommendations members can customize into an action plan based on their TallyAge results.

• Foundations

  I also owned the project roadmap, user research and visual identity across all three phases.

We launched a dynamic member experience that translated Tally Health's own scientific research into experiences that were both user-friendly and feasible to build.

Electronic Arts serves over 700 million players across PC, console and mobile, and employs thousands of people across many work streams.

Its size had led to fragmented decision-making and no cohesive design direction.

Lead a team of designers, alongside an engineering lead and his team, to create a scalable design system that supports multiple games, platforms, languages and player needs, starting with EA's Help Center and Account experiences.

• Listening to players

  With EA's Help Center and Account teams, we ran several rounds of player interviews to find core usability needs.

• Tokens built to travel

  Reusable design tokens were created to roll out across many types of game content, with white-labeled templates where it made sense.

• Help Center

  We restructured content flows and used system components to create familiar patterns for both global EA and game-specific support.

• Accounts

  A cohesive account experience tailored to players' needs and ready for future personalized moments.

• Getting to yes

  A content audit and flexible, stress-tested solutions helped streamline approvals across outside teams.

A flexible design system EA can use across multiple teams, starting with the Help Center and Account management, and a consistent foundation for future personalized player experiences.