The use of cutting-edge materials and manufacturing processes in the design and production of Elements_Efi has resulted in a product that is both durable and sustainable, reducing the environmental impact of its use.
The use of cutting-edge materials and manufacturing processes in the design and production of Elements_Efi has resulted in a product that is both durable and sustainable, reducing the environmental impact of its use.
The use of cutting-edge materials and manufacturing processes in the design and production of Elements_Efi has resulted in a product that is both durable and sustainable, reducing the environmental impact of its use.
The use of cutting-edge materials and manufacturing processes in the design and production of Elements_Efi has resulted in a product that is both durable and sustainable, reducing the environmental impact of its use.
At Agoda, a global online travel agency, I joined the Growth & Retention team as a Product Designer. Below are key projects for AgodaVIP, a loyalty program focused on driving user engagement through exclusive discounts and benefits. I contributed to the entire product development cycle, from concept to launch.
Sep 2021 - Sep 2022
PM
Engineers / QAs
Marketing
Me as designer
Figma
JIRA
Notion
UserTesting
With more travel booking platforms emerging, Agoda's loyalty team faced the challenge of building long-term user loyalty, increasing log-in and sign-up rates, and driving VIP bookings.
I led design efforts for the Loyalty team and Cashback rewards across web and mobile platforms, collaborating closely with designers, engineers, marketing, and PMs. These were some of my key projects:
Drove new user sign-ups and increased VIP bookings through a complete rebrand of the VIP tier.
Enhanced UX and messaging across platforms, improving user understanding & satisfaction of rewards systems.
Boosted user engagement by making VIP benefits clearer and more accessible to users.
Established consistency in branding & communication, streamlining collaboration across teams.
Every project typically starts with a broad business objective, but I believe real impact comes from digging deeper. My approach begins with a commitment to truly understanding our users and uncovering underlying issues. To do this, I collaborated with a UX researcher, analyzing loyalty program surveys, app feedback, user interviews, and VIP awareness data, while also conducting a thorough design audit.
VIP Awareness Survey
VIP Flow Design Audit
Once we had a clearer understanding on the core issues, I set specific goals for our team that aligned with both business objectives and the loyalty team’s milestones, while also considering marketing priorities. My focus was on translating these business and marketing objectives into user-centered design solutions that would resonate with our users and drive meaningful results.
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After aligning on each team's goals, I led workshops with stakeholders to brainstorm potential solutions to our challenges. We assessed feasibility with engineers, balancing creative possibilities with technical constraints. I worked closely with the PM to refine the product scope, clearly define requirements, and ensure alignment with business objectives. Together, we prioritized projects using an effort vs. impact framework, creating a focused and actionable product roadmap.
For projects that weren’t immediately prioritized, I included them in our design backlog and ensured they were revisited as development efforts progressed.
Below are some of the projects we moved forward with.
Finalized AgodaVIP Bronze Tier
We started off looking at successful VIP programs from competitors to understand what resonated with users in similar markets and identify the common themes, tier names, and colors that convey exclusivity in VIP branding.
From there, I developed design requirements:
We analyzed color psychology and past VIP branding surveys to identify premium color palettes, then conducted an internal survey to gather feedback and narrow down options.
Using the feedback, I iterated on the designs, integrating the new branding with existing components. I then conducted accessibility testing to ensure inclusivity and refined the color shades before finalizing the palette.
I collaborated with a design systems designer to establish the right color palette and created documentation to ensure consistent use across all components.
After aligning with stakeholders, I adapted existing components to the new VIP branding across all platforms and provided a handoff guide for engineers.
New Master Component Library for Loyalty Team
To streamline the VIP experience by resolving design inconsistencies and creating a master document that ensures clear, consistent use of VIP components.
Improving communication and collaboration within my teams has always been a priority for me. That's why I invested significant time in creating this document.
Not only did it improve design consistencies, but it also enhanced understanding of all VIP components, increased efficiency, and fostered better collaboration among designers across different teams.
I conducted a thorough audit of the VIP experience, identifying design issues and inconsistencies. I also led user testing sessions to gauge badge understanding, uncovering key areas for improvement.
I aligned with stakeholders to drive the redesign of outdated VIP components, ensuring they matched the new branding and addressed user pain points. My ability to link user feedback to business goals secured buy-in and facilitated collaboration.
I partnered with QA to map all edge cases in the VIP flow, then held one-on-one meetings with designers from other teams to clarify confusions and revise guidelines, ensuring consistent performance across platforms.
Redesigned AgodaVIP Landing Page
We looked at what our competitors were doing right, audited our existing page, and pinpointed where we could improve.
I analyzed front-end analytics to understand the touchpoints leading to the VIP page and identified key areas for improvement. This data-driven approach informed and supported my design decisions, ensuring they were grounded in real user behavior.
I worked closely with engineers to explore design solutions that were both effective and feasible.
The initial designs required significant developer effort, so I collaborated with the PM to simplify and prioritize the most impactful changes. When early A/B tests didn’t produce the desired results, I iterated on the designs, refining them through multiple rounds to achieve a more effective solution.
Beyond the project launches, what truly stands out is how much I’ve grown in my first full-time role. I’ve learned to adapt to changing priorities and team dynamics, collaborate effectively across teams, and confidently present ideas while advocating for users. Leading designs for a relatively new team, I helped define the design vision and strategy for the loyalty team by aligning with team leads and PMs. I also created onboarding documentation to streamline processes and enhance team alignment. These experiences have shaped my approach to design and teamwork, lessons I’ll carry with me throughout my career.
After a year, I moved abroad to pursue further studies. Despite the short time, I gained invaluable experience. This role fueled my passion for understanding user behaviors. I found a sense of purpose in advocating for users within a data-driven, business-focused environment by backing my designs with evidence and analytics.