I TURN
Complex problems
into structures people can judge and act on
PROJECT
One shared UI system that keeps running the team apart from playing the game
In a two-sided basketball app, I set the roles and rules of the UI so organisers can manage quickly and players can read match information at a glance. The design system runs through to code, so it held during development too.
View case study →
Complex HVAC decisions, turned into simple actions
To ease the heating and cooling calls store owners make again and again, I designed an AI decision-support service that weighs cost and comfort together.
View case study →A decision flow that lets people understand AI auto-trading before they choose it
Moved AI Master away from a simple pick, redesigning onboarding and the way into auto-trading so people can understand a Master and choose one that fits their investment goals. Usability testing scored 88 on SUS.
View case study →Heaji 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.
- 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.
More: brands I built and ran