Designing user-centred research & product experiences at one of Asia's leading data & insights companies.
Led UX strategy for AI-driven personalisation across B2B2C. Mentored designers in DesignOps and UX documentation.
Redesigned AI call center ops → tripled efficiency. Secured ¥2B business deal with a strategic partner.
Compressed 5-year search roadmap into 4 months. Led Atomic 2.0 design system across Web, iOS & Android.
6 years across B2B/B2C — automotive, hospitality, gaming, banking. Foundation of everything.
Rakuten
Lili doesn't just solve design problems — she reframes them entirely. Working with her on our AI call center redesign was one of the most energizing projects I've been part of. She brought research rigour, pixel-perfect craft, and a warmth that made every stakeholder meeting feel like a creative session.
— HIROSHI TANAKA, Head of Design"Every design choice is a hypothesis. Ship it, learn, iterate."
Redesigning the patient intake flow for a voice-first AI assistant. In synthesis phase after 18 user interviews.
You're looking at it! JRPG-themed portfolio built in Figma + Framer. Quest cards, pixel sprites, and this very grinding screen.
Building a multi-brand token system with light/dark/high-contrast modes. Component library spanning 60+ components.
