Partners I worked with
Projects I had a chance to run during my closest time with OLabs as a UX Manager. Most of the results are censored due to NDA. So here are high-level look at my research methodology for those projects.
To discover details, book a direct conversation.
Post-launch localization test for SunLife
ERP
2 mths
– Unique users recruitment
– Usability Testing
– UX Benchmark
– Consult on UX tweak & strategy
Localized physical & digital product testing
Home Application
1 mth
– User Discovery (interview & reaction benchmark)
– Usability Testing
– Localization Benchmark
Localized UX test for international retail banking app
Banking
1 mth
– Usability Testing
– Localization Benchmark
– Consult on UX tweak to fit Vietnamese behaviors
UX research, consult & re-innovated design
PMS
1 mth
– User discovery
– UX Consultation
– Redesign admin pages with new design system
Expat's persona & customer journey consultation
Reservation
1 mth
– Unique users recruitment
– Usability Testing
– UX Benchmark
– Consult on UX tweak & strategy
Full-scale heuristic evaluation for website
Banking
5 evaluators
– Heuristic evaluation based on nn/g checklist
– Research organization: Manage 5 remote experienced evaluators
UX Research for Low budget airlines website
Ticket booking
1 mth
Online
– Canadian market & in-depth research
– User discovery via online interviews
– CX data analytic
How I design
Goal
What our business are trying to achieve
+10%
Revenue
+20%
Total Users
Strategy
Who units that share this goal
Business objectives
What corresponds to units function
Outcome
Measurable baseline & changes
+30%
New register
Output
Tasks: What to design
1
2
3
4
5
Faster qualitative research
Thanks to LLM, repeat task like desk research, define questionnaire and synthesize time reduce dramatically
15
competitor founded
3
proto persona summerized
Validated quantitative data matter
Qualified real user behaviors data still needed human double check
15
papers founded
Persona
F0 Wave Rider
Office worker, age: 25-32
Capital Pool: 30M – 200M VND
3-10 trades per month
Veteran
Business Owner, or Trader (33-45)
Pool: >500M – 5B+
Frequency: Daily execution or systematic setups
Returner
Business Owner, or Trader (Age: 33-45)
Pool: >500M – 5B+
Systematic swing setups
Competitor's UX analytic
For example only
Problem statement
Thank to new tools, we can have interaction-able prototype in hours
Design Approach with GenAI
import {ds} from @design_system
Design Engineer
Figma & AIs provided so many tools to help Designers collab with devs
USERS
1.2M
⬆2% MoM
⬆14% YoY
Did we meet our goal?
Outcome
New designs show drop-off and rage-click users reduced
Strategy
Analyzed metrics that affected other units
Customer service
Product
Marketing
Sale
...
Work Experience
UX Manager /
UX Researcher
I set out to build Vietnam’s first dedicated UX Research agency.
This chapter with OLabs may be ending, but the ‘User-First’ philosophy I’ve built stays of everything I build next.
Provide localized UXR practices and tools for Vietnam market.
1:1 UXR interviews & testings sessions
Managed 5 researchers to establish The First UX Research business in Vietnam
UX Lead
From a new logo & typeface, I guided the team to rebuild the design system from scratch.
On the other hand, I work with BD to come up with new product line while maintain social media activities.
Total brand revamp with a team of 3 designers & 1 artist
1:1 UXR interviews & testings sessions
1:1 UXR interviews & testings sessions
Product Designer
Worked as a solo designer in the self-funded start-up.
Every sales here mean survive. And everyone here work direct to that goal.
Provide localized UXR practices and tools for Vietnam market.
1:1 UXR interviews & testings sessions
Product Designer
Before UI/UX become a common position, I joined MindX as “Designer” – who have to be able to handle UI, graphic, motion design
Provide localized UXR practices and tools for Vietnam market.
1:1 UXR interviews & testings sessions
I worked for an Indie game department of MindX/Techkids for few months before moved to Outsource department.
Activities
Some of my “side” activities may match your needs
Communicate user-
centric practices
Communicate user-
centric practices
Years of advocating UX values on Facebook & Linkedin
Build better world
with UX
Connection with
Vietnamese builders
Skills I can provide
User/UX Research
The Digital Transformation hype made “pioneer vision” blurred into guesswork.
In 2020, mentored by Alex Hoang, I joined the UXMP bootcamp to bridge guess work with reality of data & insight. This led to my first published UXR cases in Vietnam.
In 2021, I joined Onteractive & we spun off the research division into OLabs – the first dedicated UX Research agency in Vietnam.
4 years of grinding, I’ve conducted hundreds of qualitative interviews and usability tests annually; and learned how to translate raw data into stakeholder buy-in.
Service Design
In 2023, I took on the challenge of turning UXR into a standalone, scalable service.
It was a humbling lesson in market readiness. You cannot “force” a market to adopt a service they perceive as a luxury.
However, this journey allowed me to build a business from Ground Zero – managing everything from hardware & financial to resource allocation and sales funnels.
I don’t just design services; I build the infrastructure that delivers them.
I started in 2019 building WordPress ecosystems for local entrepreneurs. That DNA evolved at Onteractive, where I built landing page as sales channels.
Today, I leverage the 2025 vibe-coding wave.
By integrating LLMs with low-code tools, I can build full-scale websites and mini-apps independently.
The UX journey began with Atomic Design and Figma. But as I dove deeper into user behavior and business ROI, my focus shifted from “looks” to UX and Value.
I don’t just design for the sake of perfect pixel on screens; I design for the “economy of time.”
My priority is ensuring that every second a user spends on a product generates measurable value for both them and the business.
In the limited resource days of Onteractive, I was responsible for delivering complex projects under “impossible” requirements.
Through few missed deadlines and over-ambitious promises, I fell in love with lean frameworks.
I’ve learned how to optimize limited resources to ensure that project outputs aren’t just “on time,” but “on target.”
Grow up as an early GenZ in social media era, I realized that a fresh, “academic” services needed a human brand image to survive the market.
I direct the growth of OLabs and my personal brand through educated and visual storytelling content.
I believe “Đường dài mới biết ngựa hay” (the long road tests the horse). Or brand authority and valuable interaction over viral bait & “slop”.
It all started in 2018 at Techkids (now MindX).
I handled everything from branding to motion graphics and video editing. This multi-disciplinary start gave me the visual vocabulary that now fuels my career in UX and product strategy.
Working in a high-growth startup environment forced me to become a “Swiss Army Knife.”
