Work

LEADERSHIP & DESIGNOPS

Self-Serve Billing, Delivered.

 

Role  UX Design Director
Team  UX Designers, UX Writers, UX Researchers, Product, Developers
Company  Co-operators

 

Leadership · UX Strategy · UX Research

Closing a conspicuous gap in a digital servicing platform and coaching a team to advocate for the right level of ambition.
Our clients had no way to manage billing through the self-serve portal. All of it required a call. I partnered with research to shape direction before any solutions were on the table, then introduced a Good/Better/Best framework to reframe stakeholder conversations from approval to priorities.

  • 100+ self-serve transactions per day within weeks of launch
  • 3,000+ transactions completed since launch
  • Direct reduction in contact centre volume

 

Vehicle Selection, Clarified.

 

Role  UX Design Director
Team  UX Designers, UX Writers, UX Researchers, Product, Developers
Company  Co-operators

 

Leadership · UX Research · Experience Design

Replacing a problematic vehicle selection field by building an evidence base before anyone touched a wireframe.
A single typeahead combo field, year, make, and model in one input, was dropping users at the moment they were ready to quote. I directed the team to lead with competitive and user research before proposing any solution, deliberately reframing the conversation from design opinion to market evidence. That framing, combined with product alignment, got technical stakeholders on board.

  • Three-field sequential selection shipped summer 2025, replacing the original combo input
  • Trim selection preserved within Model step through progressive sequencing, balancing UX and pricing requirements
  • Established an internal model for design and research building cross-functional cases with technical stakeholders

 

Care in the Moments That Matter.

 

Role  UX Design Director
Team  UX Designers, UX Writers, UX Researchers, Product, Developers
Company  Co-operators

 

Leadership · Experience Design · UX Strategy

Turning a visual refresh into a meaningful experience improvement for users navigating one of the most stressful moments in their relationship with their insurer
The online claims flow hadn't been meaningfully updated in years. The plan was a design system migration. I negotiated broader scope to address real usability issues — rewriting the flow in plain language, fixing a windshield claims routing problem, and adding a “What happens next” section at confirmation.

  • Shipped within original development effort with expanded UX scope
  • Clearer entry point eliminated wrong-flow problem for windshield claims
  • Plain language and helper text reduced anxiety at high-stakes decision points

De-risking Design. Building Trust.

 

Role  DesignOps Manager
Team  UX Designers, UX Writers, Product, Developers
Company  Co-operators

 

Leadership · DesignOps · UX Strategy

Diagnosed a systemic breakdown in how design work was sourced, scoped, and delivered then rebuilt the operating model.
The design team had been flagged as a Risk item on the executive steering committee's RAID report. I was asked to investigate. What I found wasn't a performance problem — it was a systems problem. Work arrived with inconsistent context, scope had no containment mechanism, and delays were being attributed to design rather than ambiguity.

  • Design removed from executive risk register
  • Intake workflow established with clear brief requirements
  • Scope management process implemented across design, product, and development
RESEARCH, STRATEGY & DESIGN

Unifying the Employee Experience.

 

Role Lead Experience Designer
Team  UX Researcher, Visual Designer, client business stakeholders
Company  Fortune 500 Technology Co.- Confidential

 

UX Research · UX Strategy · Experience Design

Unified a fragmented HR ecosystem for a 130,000+ employee global organisation making support easier to find, faster to use, and more human.
Employees navigated 10+ disconnected tools for everyday HR tasks. I led experience strategy and design, co-conducting generative interviews with 100+ employees, mapping journeys across 7 personas and major life events, and designing a personalised HR portal, chatbot POC, and reusable design tools.

  • Journey framework became shared reference across client HR, IT, and corporate communications
  • Design assets actively used by multiple HR groups for roadmap planning
  • Reduced friction in everyday tasks and pressure on frontline HR support

Making Complexity Navigable.

 

Role UX Architect (Principal Designer)
Team Multiple product squads
Company  Assent

 

UX Research · UX Strategy · Experience Design

Created a shared mental model across Design, Product, and Engineering for a fragmented global B2B compliance platform.
Teams worked in silos with no shared view of the end-to-end journey. I owned ecosystem mapping end-to-end — mapping users, tools, touchpoints, and data flows, facilitating cross-functional workshops, and turning the artifact into a living reference for roadmap planning and leadership storytelling.

  • Ecosystem map adopted as primary alignment artifact across squads
  • Conversations shifted from isolated features to end-to-end journeys
  • Map used for onboarding, roadmap planning, and leadership storytelling

Employee Support, Reimagined.

 

Role UX Researcher
Team One of two researchers
Company  Fortune 500 Enterprise Software Co. (Client confidential)

 

UX Research · UX Strategy

Reframed the self-service vs. white-glove debate into a research-backed framework for scaling employee support.
A large organisation wanted to scale HR operations without eroding trust. The core question: when do employees want to help themselves, and when do they expect human support? I explored attitudes and expectations, developed experience personas, and created guidelines for evaluating design ideas.

  • Personas and dimensions became a thinking tool for filtering design ideas
  • Informed experience roadmaps and future research investments
  • Identified clear opportunities for hybrid support model

Turning the Process into the Product.

 

Role Lead UX Researcher & Interaction Designer
Team Visual Designer, Developers, client stakeholders
Company  Fortune 500 Technology Co. (Client confidential)

 

UX Research · Experience Design · UX Strategy

Replaced fragmented tools and manual workarounds with a single source of truth for global teams managing complex, fast-changing projects.
Hundreds of specialised projects across London, Singapore, and Silicon Valley were managed through a legacy tool, local spreadsheets, and email — staffing up to 30 editors per project, dozens of times a day. I led design through multiple releases, from research through visual direction and training materials.

  • Unified project management, scheduling, staffing, and reporting in one system
  • Reduced manual coordination and spreadsheet churn across regions
  • Improved real-time visibility and clarity of assignments

A Travel Agency in a Box

 

Role Lead Product Designer
Team Visual Designer, Product Owner, Front-end & Back-end Developers, CEO
Company  TravelEdge

 

UX Research · Experience Design · UX Strategy

Redesigning a fragmented travel agency workflow into a single end-to-end platform so agents could work faster, serve more clients, and earn more commission.

Luxury travel agents were quoting, booking, invoicing, and managing clients across a patchwork of legacy tools. The opportunity was to build a travel agency in a box — one platform connecting financial systems, marketing, content, quoting, booking, and client management.

  • Shifted agents from fragmented tools and manual workarounds to a cohesive end-to-end workflow
  • Improved speed and confidence in quoting, booking, and invoicing
  • Launched with live training for 350 agents; booking experience became the foundation for future product expansion
@2026 Hoi-En Tang.