With nearly a rich experience as a strategist in the creative advertisement industry in China, I have worked on diverse projects spanning local government, banking, B2B, and global FMCG companies. My journey has transitioned from traditional to digital marketing, always with a focus on understanding and addressing the needs of different demographics. My academic pursuit at UNSW, focusing on the CALT community and elderly group projects, was pivotal in reshaping my career path. I delved deep into compassion design and speculative design theories, gaining insights into human behaviors, culture, and society, particularly for marginalized communities.
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As an immigrant who experienced the isolation and identity challenges during the COVID-19 pandemic, I realized the profound impact of cultural conflicts and mental health issues. This period of introspection led me to shift my focus from mere marketing strategies to a deeper understanding of human needs. My UX BootCamp study reinforced this new direction, emphasizing the importance of empathy and genuine connection with users.
I believe design is not a static result but an interactive and iterative process. It is woven into the actions, performances, and feedback of the target audience.
