Haeji Wi

I TURN

Business Problem

into products
that grow business

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PROJECT

26 component groups, 5 status colours at 7:1 contrast — a design system that separates action from state

AI-Assisted Basketball Team Management Platform

Design SystemTokensTwo-Sided PlatformIn Development

Built a shared visual system for a two-sided basketball app, separating controls from match states and enforcing the rules in code. Designed end-to-end with one developer.

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Usability score 88 (SUS, 5 participants) — AI trading redesigned around a 7-Master selection flow

AI Master Decision Flow Redesign

UX ResearchDesign SystemAI UX

Redesigned an AI trading service around its decision flow — matching users to the right Master through onboarding, and making automated trading understandable before money goes in.

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Usability score 76 (SUS, 5 participants) — required inputs cut from 7 to 3

HVAC Cost Optimization Decision Support System for Small Businesses

Product DesignUX ResearchConcept Project

Designed an operational UX system that helps small business owners reduce HVAC costs by making clear, data-driven decisions within complex pricing structures and environments.

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Haeji Wi

Product designer

I see a product designer’s job as closing the gap between the real world and the digital one.

Running a store, I decided from revenue and customer response. Now I decide from user behavior and test results. Design is judgment, not taste — so I define the criteria before I build.

How I got here

  • 2026–present

    Leading Real-World Impact

    Leading brand renewal and product development, applying UX thinking to real-world products.

  • 2025

    Transitioned into UX/UI Design

    After graduation, shifted into UX/UI design, studying product thinking and UX methodology at Blossom UX School.

  • 2022

    Founded Wizzy Bakeshop

    Launched Wizzy Bakeshop, leading product development, store operations, and the end-to-end customer experience.

  • 2020–2021

    Trained Professionally

    Advanced my baking to a professional level, working at a bakery in Seoul.

  • 2018

    Studied Navigation, Maritime Trade & Regulations

    Trained to make structured decisions in complex, high-stakes environments — a discipline that still shapes how I approach design problems.

  • 2016

    Discovered Baking

    Started baking as a hobby and turned it into a serious craft.

  • Leading Real-World Impact
  • Transitioned into UX/UI Design
  • Founded Wizzy Bakeshop
  • Studied Navigation, Maritime Trade & Regulations

More: brands I built and ran