User Experience & Service Designer
Hanoi, Vietnam
About
With 15 years of experience in service design and experience design, and 10 years in risk assurance and business consulting, I am deeply passionate about creating transformative customer experiences. My goal is to revolutionize how people engage with services, designing and implementing innovative solutions that enhance satisfaction and improve overall engagement with the world around them.
For me, user and customer experience design is not just a mere job or a chosen career path; it serves as a creative outlet through which I can bring my ideas to life. The process of designing and creating experiences for users and customers is a harmonious blend of challenge and reward. It necessitates a profound comprehension of user requirements and the ability to translate those needs into sleek, intuitive interfaces and workflows. It’s a delicate equilibrium between logic and intuition, between being analytical and emotional. Moreover, it involves a perpetual journey of learning and experimentation, as emerging technologies and techniques continuously unfold and evolve.
However, what truly fuels my passion for user and customer experience design is the potential for significant impact. With the right design, entire industries can be transformed, conventional business models can be disrupted, and individuals and communities can be empowered in ways that were once unimaginable.
Whether I’m crafting a global platform that connects people worldwide, creating a tool that simplifies complex tasks, or developing a system that automates and optimizes business processes, the possibilities are boundless. It is this sense of endless possibility that continues to keep me enthusiastic and fully engaged in this ever-evolving field.
Work Experience
2022 – Present
User Experience & Service Design Leader
As the Senior Leader of Service Design and Experience Design at Equest Education Group, I have been instrumental in optimizing the customer journey through user research, up-to-date design trends, and effective UI/UX strategies. By understanding the unique needs and pain points of our customers, I have translated their requirements into visually appealing and functional designs that enhance their overall experience.
Through in-depth user research and usability testing, I have gained valuable insights at every touchpoint of the customer journey. This has allowed me to identify opportunities for improvement and create intuitive user interfaces that guide customers seamlessly through their interactions with our educational applications. By staying informed about emerging design trends, I have incorporated elements that resonate with our customers, ensuring that their experience is engaging, personalized, and visually appealing.
2019 – 2022
Creative Partner
TabiMP/Tabimusha Vietnam
I have had the privilege of leading a high-performing team that consistently delivered exceptional design and consulting services to a diverse range of clients. Together, we spearheaded impactful initiatives that left a lasting impression. Our expertise encompassed managing digital advertising campaigns, crafting captivating web designs, executing effective brand marketing strategies, and creating visually stunning print materials.
2019 – 2020
Design Expert for Customer Experience
Le Ngoc Theatre (Sân khấu Lệ Ngọc)
As a leader in customer experience design, I successfully spearheaded a transformative journey that resulted in heightened online presence, increased brand awareness, and significant sales growth. Through strategic marketing initiatives and the effective utilization of digital channels, we achieved sold-out shows for six successful seasons, engaging audiences of approximately 15,000 per season across multiple countries and continents.
During our international tours in Italy, France, Monaco, Bhutan, Japan, Korea, China, Singapore, and Thailand, I prioritized creating an inclusive and welcoming environment that resonated with diverse audiences. Overcoming language barriers, we implemented enhanced interpretation services to ensure seamless communication. By tailoring our performances to different cultures, we captivated audiences worldwide, leaving a lasting impression.
Working closely with the Producer and Director, I refined the show’s aesthetics and linguistic nuances to align with the preferences of modern and younger audiences. Introducing captivating visual elements, including meticulously designed printed media and interactive stage effects, we skillfully blended technology and artistry to create an immersive experience for our target demographic.
In my role, I effectively managed relationships with external vendors, ensuring flawless execution and adherence to high standards. Actively contributing to marketing meetings, I provided valuable insights to develop effective strategies. Additionally, I diligently attended to on-site duties, guaranteeing seamless operations and delivering exceptional guest experiences.
2017 – Present
Brand Experience Partner
Tadispa LLC
and Manulife Danang International Marathon. These initiatives aimed to present and offer customers an immersive brand experience while increasing the popularity of the spa among premium brands. As a result, we successfully collected over 5,000 high-quality customer data points from each event, and leveraged this data to acquire an additional 22% of new customers. Impressively, the returning rate reached 76%, indicating a strong customer loyalty.
To streamline the customer journey and improve convenience, I encouraged automation through the implementation of an online booking system and email/SMS reminders. This automation led to a remarkable 0% cancellation rate and a steady 60% rate of recurring appointments, demonstrating the effectiveness of these measures in ensuring seamless and reliable service.
Through my efforts in creating meaningful brand experiences, I contributed to the spa’s success in attracting and retaining customers, while simultaneously optimizing operational efficiency.
2013 – 2016
Senior Consultant, IT Risk & Assurance
E&Y Vietnam
As part of my role, I conducted extensive IT audits for a diverse portfolio of 72 clients across Vietnam and Laos. Notable organizations included Standard Chartered Vietnam, Honda Vietnam, Techcombank, Vietcombank, Agribank, Bank for Investment and Development of Vietnam, TPBank, VPBank, Vinpearl Hospitality, InterContinental Hanoi, Sheraton Hanoi, and Vinmec International Hospital, among others. These audits encompassed both interim and year-end assessments, enabling me to identify risks at the enterprise and process levels. I proactively proposed effective controls to mitigate these risks, ensuring the security and stability of their IT systems.
Education
2006 – 2010
Bachelor of Commerce and International Business
Carleton University | Ottawa, Canada
Featured Course Works: Enterprise Architecture, Business Finance, Strategic Management, International Expansion and Operations. Supply Chain Management, Technology Project Management, Business Ethics.
2011
Canadian Securities Courses