For over 15 years, I've been obsessed with one question: why do people struggle with things that should be simple? From designing e-commerce platforms that served 140 million visits to reimagining how people buy insurance online, I've learned that the best design doesn't just look right — it thinks the way users think.
That journey took me from leading creative teams at agencies, to shaping product strategy at Thailand's largest price comparison platform, to transforming legacy insurance processes into seamless digital experiences. Along the way, I interviewed hundreds of customers, built design systems from scratch, and discovered that complexity is never the user's problem — it's always ours to solve.
Today, I'm at the intersection of UX and AI — where design intuition meets intelligent systems. I use AI not to replace the human touch, but to amplify it: faster research synthesis, smarter personalization, and experiences that adapt before users even ask. The future of UX isn't just designing screens. It's designing intelligence that feels invisible.