As the iOS Design Lead for Rakuten’s travel platform, I led a team of 2 designers. I worked with a cross-functional team to successfully launch the platform across 3 countries. My responsibilities included overseeing UX and core features, redesigning the entire app from group up resulting in an easy-to-use product.

Key Achievements

User Growth and Revenue: Redesigned navigation flows, resulting in over 80,000 monthly active users and generating $7M+ in annual sales within the first year.

User Research Program: Initiated a pilot user research program with 6 designers and product managers, conducting interviews, competitor analysis, and usability tests with 25 users. This effort significantly improved the user experience, elevating the NPS from a negative score to a positive score of 8, which helped uncovering invaluable insights that guided design decisions.

Personalization: Utilised the personalization algorithm in designs to dynamically adjust language, region, currency, and deals based on user attributes, leading to a 70% reduction in bounce rate.

Cross-Functional Collaboration: Leveraged workshops and reshaped design processes to foster ideation and collaboration within a cross-functional team and with stakeholders.

Design System: Established a new design system by defining roles, governance, and maintenance processes. This included creating micro-strategies and guidelines for adding new components, which became the foundation for our web and app platforms before the grand launch in the Japanese market.

Effective Communication: Worked closely with engineering, product, and QA teams, using workshops to enhance communication and alignment, ensuring a smooth development process.