CX UX Expert

As a CX/UX Expert at VinFast, I lead the design and strategy for seamless, user-centered digital experiences across our EV ecosystem. My role bridges technology and business by aligning digital monetization strategies—such as in-app payments, e-contracts, and integrated third-party services—with engaging, intuitive user interfaces. Leveraging our advanced SDV (Software-Defined Vehicle) technology, I help ensure that our vehicles continuously evolve through over-the-air updates and adaptive user experiences, keeping our digital solutions at the forefront of innovation. This approach not only delights our users but also drives sustainable growth and opens new revenue streams in the global EV market.

Creative Expert

In this role, I was driven by a passion for creating a better retail experience. I worked with teams across the company to design innovative solutions, improve tenant offerings, and enhance the overall customer experience. We used data to develop strategies that attracted more customers and boosted business performance. I conducted in-depth research to understand customer needs and preferences, and analyzed market trends and competitor insights to identify opportunities for improvement. I also led initiatives to improve environmental sustainability, incorporating green building principles and technologies to reduce the company’s carbon footprint.

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.

Creative Partner

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.

Design Expert for Customer Experience

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.

Brand Experience Partner

This role focused on enhancing the customer experience for a spa catering to expats and lifestyle customers. The goal was to build brand awareness and create a memorable experience.
Since 2017, the spa has sponsored various international sports events, creating immersive brand experiences at activation booths to increase brand popularity among premium brands. This strategy has been highly successful, resulting in a 22% increase in new customers and a 76% returning customer rate, demonstrating strong customer loyalty.
To further enhance the customer experience, an online booking system and email/SMS reminders were implemented, leading to a 0% cancellation rate and a 60% recurring appointment rate. These improvements streamlined operations and increased convenience for customers. The spa’s commitment to creating meaningful brand experiences has played a key role in attracting and retaining customers.

Senior Consultant, IT Risk & Assurance

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.

Bachelor of Commerce and International Business

Featured Course Works: Enterprise Architecture, Business Finance, Strategic Management, International Expansion and Operations. Supply Chain Management, Technology Project Management, Business Ethics.

Canadian Securities Courses

Licensed trader – authorized to work in the financial service industry and stock exchanges in Canada.