Natural AI
Lead designer for the award-winning generative superapp that transforms user intent into seamless experiences across daily services (grocery shopping, travel booking, rideshare, etc.). Red Dot Award Winner for Best Mobile User Interface (2022).
Tenure: 2018 – 2022 | Platforms: iOS & Web
Awards: Natural AI received 2022 Red Dot Awward in the category Best Mobile User Interface.
Impact & Leadership Highlights
- Strategic Design Leadership: Partnered directly with the CEO Jerry Yue to define and drive product design strategy from alpha through launch and growth, influencing core user experience and business outcomes.
- Customer-centric Innovation: Led research and competitive analysis to shape product vision against category leaders (e.g., Amazon, Walmart, Instacart, Lyft, Uber), ensuring market differentiation and user value.
- Feature Definition & Validation: Scoped, prototyped, and iterated high-impact features — grocery checkout, flight/hotel booking flows, rideshare ordering — balancing business priorities with usability and performance metrics.
- Evidence-based Decisions: Influenced product direction with quantitative and qualitative insights — including retention, conversion, task completion, behavioral analytics, and usability testing.
Core Responsibilities
- User & Market Research: Synthesized user needs and competitive insights to inform strategic design decisions and prioritize initiatives.
- Design Strategy & Ideation: Authored product strategy artifacts (onboarding, notification frameworks, purchase flows) that aligned UX goals with business KPIs.
- Information Architecture & Navigation: Designed scalable navigation systems and taxonomies that improved discoverability and reduced cognitive friction.
- Prototype Development: Crafted lo-fi to mid-fi prototypes to validate concepts with stakeholders and users, accelerating feedback loops.
- Usability Testing & Insights: Led remote usability sessions to uncover pain points and iterate high-confidence solutions.
- Cross-functional Collaboration: Delivered high-fidelity specs, redlines, and handoffs that enabled engineering to ship polished user experiences.
Tools & Methods: Figma, Sketch; A/B & multivariate testing; analytics dashboards; user feedback systems.
Work examples
"Book a flight" mid-fidelity screens created in Figma:
"Contextual recommendations" high-fidelity design. Fine-tuning design in Sketch:
