Crescendo Lab Projects
Throughout my journey at Crescendo Lab, I’ve grown alongside the product as it expanded from a single-channel solution into a omni-channel platform and underwent major system upgrades. I’ve also experienced our expansion from Taiwan and Thailand to Japan and Singapore, facing the cultural challenges of localization in each market.
Across the full marketing funnel, I’ve worked on tools that support exposure, acquisition, engagement, conversion, and long-term retention, helping brands build diverse and effective communication features. I’ve been involved in foundational areas such as login security, authentication, and increasingly complex data-integration requirements.
From strategic planning, requirement alignment, and user research, to design execution, team alignment, cross-functional collaboration, and documentation management, I’ve continued to iterate and grow in the design role.
Research
Drives Design
User interviews
😎 What I say isn’t always what I mean.
Competitors Analysis
🧐 Every feature hides a business strategy.
Feedback from CS
🤬 My customer is about to churn!!!
Requirements from BD
🤩 Every wish list is a potential market.
Understanding true user situations to uncover the underlying needs that research reveals.
From Real User Stories to Real Needs
Focusing on the essential user tasks so the design solves the right problem without drifting.
Identifying the Critical Path with Clarity
By clarifying the core tasks within the customer journey, I guided the team to run workshops that encouraged broad, early-stage ideation before diving into detailed planning.
I mapped and refined key decision points along the user path in Segment Exclusion project, highlighting layered, structured information to support clear and intuitive user choices.
Define Structure and Logic
Before Design UI
From a Single Flow to a Multi-Channel Logic Shift
NOT just “Stories Auto Response,” BUT…
This project was more than adding a new type of auto response. It marked a key shift as the product evolved from a single-channel flow to an omni-channel logic. To ensure existing users experienced a seamless transition and new users could onboard naturally, redefining the underlying structure and logic before redesigning the UI/UX became essential.
Building the Foundation Before Scaling to Admin Center
Before starting the third product —— Admin Center, we brought with us the 0→1→100 experience from MAAC and CAAC. Knowing how critical a solid foundation would be, I gathered all management features planned for the next two years across products, proposed a phased IA, and aligned CEO, PM, PD, Data, Backend, and Frontend teams on the product’s positioning and structural direction.
Make Data
Understandable
Reveal insights through subtle data visualization
Data visualization makes data easier to understand. In MAAC Insights, charts highlight nuances that text alone can’t communicate, using the most suitable chart types to help users focus on what matters.
At smaller display scales, only key metrics are shown; as the scale increases, more detailed report data is progressively revealed.
Scale-Responsive Data
Craft UI
with Precision
Design System: Establishing the Rules of Precision
A unified system of components, tokens, and spacing rules that ensures consistency, reduces ambiguity, and enables precise UI craftsmanship across the product.
Icons, Tables, and Badges: Perfecting Micro-Level Detail
Fine-tuned visual elements designed for clarity, hierarchy, and readability, allowing users to scan and process complex information effortlessly.
Illustrations: Guiding Understanding Through Visual Cues
Illustrations enhance comprehension and act as recognizable visual signals within the interface, strengthening communication and reducing cognitive load.
Design for
Better Communication
Inspired by leading companies like Google, Apple, and Figma. I planned how to convey the product concepts and key messages, designing the motion cues and feature demos in the presentation to keep the focus clear and the transitions smooth.
2025 Crescendo Lab AI Day
Design meets
the AI Era
The AI content generation feature is seamlessly integrated end-to-end workflow on MAAC, enabling marketers to create and optimize content within a single product. This integration streamlines production and boosts efficiency by up to three times.
