About
Design Director at Ugreen. 10+ years crafting systems that connect brands with people — across cultures, categories, and continents.
Now
Design Director at Ugreen, leading a 100+ design organization across brand identity, UX, packaging, and AI-powered content creation. Driving the transformation from OEM manufacturer to global DTC consumer electronics brand.
Previously
OnePlus (4 years) — Interaction Design Lead. Built the global e-commerce experience from the ground up. Led design for OnePlus.com across 20+ markets.
OPPO / HeyTap — Led overseas e-commerce UX for India, Indonesia, and Southeast Asia. Designed the HeyTap Store from concept to launch in under 2 months.
UNICE / NADULA — Brand design lead for DTC beauty brands targeting US markets. Reversed a 50% GMV decline through complete brand and site redesign.
SuperMonkey — UX lead for China's leading boutique fitness brand. Redesigned the end-to-end user journey and built the coach development system.
Philosophy
Design is translation — turning human understanding into experiences people feel, and growth businesses can measure.
Every category I've worked in — phones, wigs, baby products, fitness — has taught me something new about how people think, feel, and decide. The methodology stays the same. The language changes.