My work

During my time at university, I was challenged to enhance the collaborative features within WhatsApp. After considering multiple solutions, Meetup for WhatsApp was born. This project aims to seamlessly integrate event planning functionality through Meetup. Rooted in extensive user research, persona development, and iterative design processes, Meetup seeks to address common pain points such as difficulty organising group plans and finding crucial information within chat threads.

Cheil is a digital agency owned by Samsung Group. During my time there as a graduate, I was on the conversion rate optimisation (CRO) team focusing on improving samsung.com/au. My role was user experience graduate where I would work closely with the team to research insights based on data, heuristic principles and competitors. With these insights, I would design modifications to the site, hand off designs to developers and then run an A/B test to determine if our hypothesise were accurate. During my time as a graduate, we designed and shipped approximately 35 different A/B tests; this case study will focus on 2 tests.

LoopNote started as a personal challenge: I wanted to reimagine how voice memos could feel more visual, interactive, and meaningful—especially for visual thinkers like myself. Traditional voice memo apps felt uninspired: long, linear, and difficult to scan through or organize. The goal was to explore how voice notes could be turned into “loops”—visual tiles that represent short audio ideas with metadata like mood, tags, and waveforms.