About Me
👋🏻 Hello, I'm Joe!
For the past 10 years, I've had the pleasure of working with a wide range of clients across various industries, from early-stage startups to global companies.
As a designer and engineer, I'm passionate about bringing innovative ideas to life. My diverse skillset allows me to take a project from ideation to implementation seamlessly.
Additionally, being trilingual in English, Japanese, and Mandarin significantly enhances my ability to work with global companies. Effective communication and cultural understanding enable me to collaborate smoothly with international teams and clients.
Selected Project One
Elevating Koala’s branding through a world-class redesign
Overview
Establishing a strong digital brand begins with a best-in-class user experience. Koala’s new website, redesigned for Australia, Japan and the USA, offers intuitive navigation, immersive product showcases, and bespoke configuration options.
This comprehensive redesign addressed inconsistent UX and global branding issues, elevating our brand and setting e-commerce benchmarks worldwide.
My Role
As the Design Lead, I oversaw the global e-commerce redesign, identified problems with the customer service team, analysed shopper behaviour using Contentsquare, and developed a strategy with project managers.
I also defined an iterative test plan and used Usertesting.com for usability and navigation tree testing to enhance the user experience and global brand presence.
Problems
Koala faced significant UX inconsistencies and disparate UI patterns, leading to a fragmented user experience and inconsistent branding across regions. This damaged the brand’s image, eroded customer trust, and lacked a premium look and feel, forcing the company to compete with other brands by using discount strategies.
Solutions
We created a global design system to ensure consistency across regions. Collaborating with the customer service team, we identified problem areas and analysed shopper behaviours using Contentsquare.
We validated design decisions with Baymard research findings and applied high-performing e-commerce designs. Through user testing and industry best practices, we optimised homepage, category, product detail pages and developed a seamless checkout experience.
Enhancements to the UI library and design system improved design efficiency and ensured brand consistency.
Outcomes
As the website is still under development, we don't have metrics yet.
However, to measure the redesign’s impact, we will focus on user satisfaction, engagement, and conversion rates. We will gather feedback through surveys, usability testing, and analytics, providing insights to evaluate the redesign's success and guide continuous improvements.
