I'm a creative strategist and user experience designer working in design and tech for the past 20 years. My work has often intersected with a path of early adoption in product and social media. I was an early Asian American voice in the first wave of blogs that helped shape digital media for women in the early to mid 2000s, and gained recognition as a blogger from Time Magazine and Forbes. In 2008, I co-founded a Brooklyn-based bakery with my pastry chef husband during the first wave of the handmade craft movement, and exclusively leveraged social media for marketing and growth. Our small business has been covered by The New York Times, The Martha Stewart Show, WSJ, Food & Wine, Real Simple, New York Magazine, and The Food Network. As a result of my diverse experiences, I approach design projects from diverse angles such as research, strategy, community building, marketing, and storytelling.
As a designer, I have worked on brand strategy projects, and UX and visual design on large-scale websites for clients such as The Smithsonian Institution, The American Cancer Society, and The Perelman School of Medicine at UPenn. I have worked with ad agencies, consumer brands, design studios, global NGOs, and numerous early-stage tech startups. My work has won awards including The Webby Awards, SXSW Interactive, ID Magazine, and Museums and the Web. My career has never been linear—I've worked as a sound designer and music director for off-Broadway theater and was Head of Community, Brand & Growth at a live mobile video startup where my user research and close connection with our community of users helped shape our product roadmap.
I am passionate about amplifying diverse voices through personal narratives and storytelling, and raising Asian American visibility in politics, media, and culture. In 2012, I created, photographed, and interviewed multiracial families in America for a photo documentary series.
I'm an immigrant and was raised in New York City since I was 3. I've been calling Brooklyn home for the past 21 years.