Working With
In 2023, I joined Vocalbeats (formerly TIYA) as a Senior Product Designer to enhance the Buz user experience and bring it in line with the company motto: "Communication made easy."
Timeline
May, 2023 - Current
Tools Used
Figma Maze Miro
Figma
Roles
Lead Designer User Research Visual Design Micro Animation Moblie Leadership
User Experience User Research Visual Design Micro Animation
Impact
During my time at Vocalbeats, I led numerous sprints to improve Buz, which resulted in:
16%
Increase in account creation month over month.
#16
On the US social media charts and #1 in Singapore.
1 Million
users by Christmas 2023, driven by new in-app events.
Intro to Buz
Projects I Worked on at...
Email Login
Result: 16% increase in account creation
When I joined Vocalbeats, the team was small, and product leads didn’t consider email sign-up a priority. However, after speaking with our lead researcher, I discovered a growing trend in East Asian and European markets—many users were hesitant to provide their phone numbers.
To validate this insight, I conducted further research and, after gathering significant supporting data, was assigned to a small team to implement an email login flow.
Over a month, I:
Created journey maps, wireframes, visual designs, and prototypes.
Conducted multiple rounds of user testing to refine the design.
Collaborated with the product team to ensure a smooth launch.
As hypothesized, the introduction of email login contributed to Buz’s new user base growth in the following months.
Buz Unfiltered
Result: Buz reached 1 million users by having users invite their friends to the challenge
I contributed to planning and executing a holiday event that drove user engagement and played a key role in reaching Buz’s 1 million user milestone.
As it was eventually dubbed Buz Unfiltered, it was an event where users would send an SMS message containing a voice snippet of them sharing a secret, cutting off right before revealing what it was.
Users would then receive a link to Buz, prompting them to download the app and create an account to access the full message.
Multi Tasking Mode
Result: A way for users to communicate out of app and new user interface design for Buz
Design System
Result: Established and maintained the Buz Design System
I created and maintained Buz’s design system, ensuring it was user-friendly for all product team members, including engineers, researchers, and designers.
Opportunities Taken
When our Design Manager was unavailable due to unforeseen circumstances, I stepped up to lead the design culture at the L.A. office.
This new responsibility included:
✍️ Leading A/B Testing
Leading all A/B testing and user feedback sessions for Buz in the L.A. office.
🤝 Connecting The Product Team
Facilitating knowledge transfers between User Research and Product Managers ensuring other team members are on track to development.
👉 Leadership
Mentoring junior designers and providing guidance on best practices in design and presentation.
🙌 Representing Design
Presenting design sprints and project outcomes to stakeholders and the CEO. Also, I collaborated with marketing and finance teams to cultivate a strong design presence in the office.
What I’ve Taken Away
Working on Buz has been an incredible experience, allowing me to collaborate with talented contributors and grow both technically and personally.
Stay tuned for more updates as I continue refining this case study!
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Lead Suspect Management
Working With Buz
