CREATIVE DIRECTOR

Full bio

Novaland Group

Creative Director

TEKO GROUP

Senior Design Manager

• E-commerce Product Design: Directed comprehensive UI/UX and branding strategies for major platforms including PhongVu.vn, Karavan.vn, and VNShop.vn, elevating the digital shopping experience.
• Brand Identity Development: Spearheaded the branding initiative for the Karavan project from the ground up, establishing robust brand guidelines and scalable design systems.
• Corporate Web Presence: Led the UI/UX design execution for the Teko corporate website to strengthen brand positioning and user engagement.
• Team Leadership & Mentorship: Managed a focused design squad of 15 members, orchestrating task delegation, workflow optimization, and prioritizing continuous people development.
• Cross-Functional Synergy: Partnered directly with engineering teams to ensure pixel-perfect implementation of core features, while actively collaborating with the marketing department to ideate high-impact advertising campaigns.

HOTDEAL

Art Director

• Strategic Design Leadership: Spearheaded end-to-end UI/UX and Branding solutions across a diverse ecosystem of group products, including Hotdeal.vn (Web & App), Vinabook.vn, Yesgo.vn, and the Vinabook Reader Mobile App.
• Large-scale Team Management: Successfully led and optimized operations for a cross-functional team of 55 personnel, encompassing Design, Content, Studio, Photography, and Talent/Models.
• Cross-functional Collaboration: Partnered closely with the Development team to seamlessly translate core product features into high-converting, user-centric designs; co-created viral marketing campaigns with the Growth/Marketing team from concept to execution.
• People-First Culture: Fostered a high-performance culture focused on talent development, mentorship, and career growth for team members.

Project LANA

Design & Creative Manager

• Ecosystem UI/UX & Branding: Directed comprehensive UI/UX design and brand identity solutions across the group’s flagship platforms, including Webtretho.com, Beyeu.vn, Lamdieu.vn, and Foreva.vn, encompassing both web and mobile applications.
• Brand Foundation Development: Built and standardized the visual brand language for all product lines from the ground up, ensuring a cohesive and engaging digital presence.
• Cross-Functional Implementation: Partnered closely with the engineering team to translate core product functionalities into highly intuitive, user-centric, and pixel-perfect interface designs.
• Team Leadership & Mentorship: Managed a specialized design squad of 8 members, overseeing task delegation and workflow optimization while maintaining a strong focus on capability building and people development.

TRUONGXUA.VN

Design & Creative Manager

• Platform UI/UX & Branding: Directed the end-to-end UI/UX and branding design for the Truongxua platform, encompassing both the web portal and mobile application interfaces.
• Product Strategy & Ideation: Conceptualized and proposed strategic UI/UX solutions, shaping the foundational product vision, user flows, and interaction models to build the Truongxua community from the ground up.
• Team Management: Orchestrated the design team by allocating tasks, managing project timelines, and ensuring the efficient delivery of high-quality design assets.
• Cross-Functional Integration: Collaborated tightly with the engineering team to seamlessly adapt core product functionalities into intuitive, user-friendly, and pixel-perfect designs.

CYVEE

Design & Creative Manager

• Strategic Advisory: Acted as a strategic partner to the CEO and Marketing Managers, providing high-level consultation and shaping UI/UX and branding solutions for key ecosystem products: Cyvee.vn, Nhinlathich.vn, and Vietladder.com.
• Product & Brand Architecture: Directed the end-to-end UI/UX design for all corporate websites while successfully building and standardizing the brand identity across the group’s entire product portfolio.
• Frontend Development (Hybrid Capability): Personally led and executed the frontend development for all company projects, bridging the gap between creative vision and technical implementation.
• Cross-Functional Leadership: Managed the design team through effective task delegation and workflow optimization. Collaborated seamlessly with the backend engineering team to integrate core features, while actively brainstorming with the marketing department to launch impactful advertising campaigns.

THE SAIGON TIMES

Graphic Designer

Primal Perfomance Lab

Primal Fitness Platform

• Project Overview: Primal is a premium fitness center equipped with state-of-the-art facilities. The core objective of this project was to build a comprehensive digital platform. Beyond introducing the brand, the system featured a personalized member portal where users could log in and track their training progress, with complex health data aggregated seamlessly from external IoT devices (Myzone & Conner).
• My Role: I was brought on board as the core Project Manager and Lead UI/UX Designer, trusted to shape both the brand's visual identity and the platform's digital experience from the ground up.
• Key Contributions: I successfully conceptualized and designed the overarching brand identity, including the Primal logo. For the platform, I conducted in-depth feature research, mapped out complete wireframes, and delivered high-fidelity UI/UX designs for the entire system. Furthermore, I directed and managed both the frontend and backend engineering teams, ensuring the final product perfectly aligned with the design vision and effectively handled the external data integration.

GrowArena

Social-Learning Platform

• Project Overview: Grow Arena is a global social-learning platform designed to foster community engagement and interactive education. The system seamlessly integrates a wide array of content formats—including videos, readings, quizzes, discussion forums, and virtual classrooms—intelligently consolidated and personalized based on users' topics of interest.
• My Role: I was brought on board as the Project Manager and Lead UI/UX Designer to architect the platform's user experience and oversee its technical execution from concept to launch.
• Key Contributions: I led the end-to-end product design lifecycle, starting with comprehensive feature research and system-wide wireframing to organize the complex educational modules. Following the high-fidelity UI/UX design phase, I directly managed and coordinated the frontend and backend engineering teams, ensuring that the intricate social-learning features were flawlessly implemented and fully aligned with the initial product vision.

Mytour.vn

Travel E-commerce Platform

• Project Overview: Mytour is a prominent e-commerce platform and Online Travel Agency (OTA) in Vietnam, specializing in hotel, flight, and tour bookings. In the highly competitive travel industry, the platform required a modern, conversion-optimized interface to handle massive traffic and build absolute user trust during the booking process.
• My Role: I was invited to join the project as the Lead UI/UX Designer to spearhead the comprehensive visual and experiential redesign of the website, while also bridging the gap between product design and marketing execution.
• Key Contributions: I successfully led the end-to-end UI/UX redesign of the Mytour website, focusing heavily on streamlining the complex "search-to-booking" user journey, enhancing usability, and elevating the platform's visual aesthetics to boost conversion rates. Furthermore, I formulated and delivered a comprehensive set of Banner Design Guidelines. This framework empowered the Marketing team to maintain strict brand consistency while significantly accelerating the production of high-impact promotional assets for growth campaigns.

Ants.vn

Multi-Channel Advertising Platform (AdTech)

• Project Overview: Ants.vn is a comprehensive, multi-channel advertising booking and management system, operating as a robust Ad Network akin to Google Ads and Admicro. The platform empowers advertisers to set up complex ad campaigns, manage budgets, and track real-time performance analytics across diverse digital channels.
• My Role: I was brought on board to lead the "Zero to One" creative and product design phase, responsible for building the brand's visual identity and architecting the entire platform's user experience.
• Key Contributions: I successfully conceptualized and designed the overarching brand identity, starting with the core logo design. On the product side, I tackled the inherent complexity of an AdTech B2B system by mapping out comprehensive wireframes and delivering the final UI/UX design. My focus was on transforming heavy, complex data streams into clean, intuitive dashboards and streamlining the multi-step campaign creation flows, ensuring maximum efficiency and usability for advertisers.