7 years
through real world friction
Partners I worked with
Usability Testing
Localization Benchmark
Consult on UX tweak
Usability Testing
Localization Benchmark
Consult on UX tweak
hold on,
why is everything censored?
First, most of the partners I selected are huge companies, our legal agreements are naturally quite strict.
So here are high-level look at my research methodology for those projects.
Second, I saved the most excited parts for our direct conversation.
You know how to contact me.
Usability Testing
Localization Benchmark
Consult on UX tweak
User Discovery
Usability Testing
Localization Benchmark
Heuristic Evaluation
Research Organization
User discovery
UX Consultation
User discovery
UX Consultation
an
airline
company
User discovery
CX data analytic
How I build
AI scales. Tools evolve. But Taste & Empathy remains. That’s been my North Star since 2018, and it’s what I bring to every product I shape.
Start the cycle again...
Opportunities & Problems should be clear after we benchmark the products
...or innovate
We probably learned new insights about our product & the market. Let’s unleash creativity.
Real data still matter
Until LLMs can proves they have qualified real user behaviors data – manual qualitative research still needed
Time & cost saved
Thanks to LLM, repeat task like define questionnaire, access research papers time reduce dramastically
-90%
Market research time reduced
x2
UX Research preparation
Prototype test
Validate problems and potential SOLUTIONS
A/B test result instead of pitch deck
Vibe Code = Faster prototype
Thank to new tools, we can have interaction-able prototype in hours
Weeks -> Hours
Prototypes’ preparation
A/B testing
More versions, more data
Less (awful) meetings
A/B testing bring hypothesis to reality. Let the validated data talk.
Less buzzword reports
No more hypothesis personas, CJM that have no impact on the product.
TEST* to replace DEFINE
Instead of doing discovery research to define problems – Designers can discover insights & VALIDATE SOLUTION IDEAS it in the same time.
Designer can focus on "Taste"
For now, details (such as visual & interaction) still need designers’ attention
Design that can actual help Developer?
2026, Figma & AIs provided so many tools to help Designers understand code
Design Engineer?
Designers will work closely with Front-end Developers with the help of AI to understand codes
Designer will make sure which part of design that need optimization
Automated data analytic
AI helps Designers extract insights out of numbers way easier. Now, Data Analyst can focus on complex math instead.
Democratic insights
If the product team can build its own data & insight storage. Anyone can access & keep up with the newest situation instead of (awful) catch-up meetings.
Democratic insights instead of scheduled reports
Data Analytic
AI Task management
Design process
INNOVATE
Again, or Innovate
DISCOVER
Empathy
TEST*
define
Validate – fast
DEVELOP
Design Engineer
DELIVER
Optimize
Experiences
UX Manager
/ UX Researcher
I set out to build Vietnam’s first dedicated UX Research agency.
This chapter wwith OLabs may be ending, but the ‘User-First’ philosophy I’ve built stays of everything I build next.
Provide localized UXR practices and tools for Vietnam market.
1:1 UXR interviews & testings sessions
Managed 5 researchers to establish The First UX Research business in Vietnam
UX Lead
From a new logo & typeface, I guided the team to rebuild the design system from scratch.
On the other hand, I work with BD to come up with new product line while maintain social media activities.
Total revamp of Di Chung branding with a team of 3 designers & 1 artist
1:1 UXR interviews & testings sessions
1:1 UXR interviews & testings sessions
Product Designer
Worked as a solo designer in the self-funded start-up.
Every sales here mean survive. And everyone here work direct to that goal.
Provide localized UXR practices and tools for Vietnam market.
1:1 UXR interviews & testings sessions
Product Designer
Before UI/UX become a common position, I joined MindX as “Designer” – who have to be able to handle UI, graphic, motion design
Provide localized UXR practices and tools for Vietnam market.
1:1 UXR interviews & testings sessions
I worked for an Indie game department of MindX/Techkids for few months before moved to Outsource department.
Activities
Some of my “side” activities may match your needs
Communicate user-
centric practices
Years of advocating
UX values on Facebook & Linkedin
Build better world
with UX
Connection with Vietnamese builders
Skills
User/UX Research
The Digital Transformation hype made “pioneer vision” blurred into guesswork.
In 2020, mentored by Alex Hoang, I joined the UXMP bootcamp to bridge guess work with reality of data & insight. This led to my first published UXR cases in Vietnam.
In 2021, I joined Onteractive & we spun off the research division into OLabs – the first dedicated UX Research agency in Vietnam.
4 years of grinding, I’ve conducted hundreds of qualitative interviews and usability tests annually; and learned how to translate raw data into stakeholder buy-in.
Service Design
In 2023, I took on the challenge of turning UXR into a standalone, scalable service.
It was a humbling lesson in market readiness. You cannot “force” a market to adopt a service they perceive as a luxury.
However, this journey allowed me to build a business from Ground Zero – managing everything from hardware & financial to resource allocation and sales funnels.
I don’t just design services; I build the infrastructure that delivers them.
I started in 2019 building WordPress ecosystems for local entrepreneurs. That DNA evolved at Onteractive, where I built landing page as sales channels.
Today, I leverage the 2025 vibe-coding wave.
By integrating LLMs with low-code tools, I can build full-scale websites and mini-apps independently.
The UX journey began with Atomic Design and Figma. But as I dove deeper into user behavior and business ROI, my focus shifted from “looks” to UX and Value.
I don’t just design for the sake of perfect pixel on screens; I design for the “economy of time.”
My priority is ensuring that every second a user spends on a product generates measurable value for both them and the business.
In the limited resource days of Onteractive, I was responsible for delivering complex projects under “impossible” requirements.
Through few missed deadlines and over-ambitious promises, I fell in love with lean frameworks.
I’ve learned how to optimize limited resources to ensure that project outputs aren’t just “on time,” but “on target.”
Grow up as an early GenZ in social media era, I realized that a fresh, “academic” services needed a human brand image to survive the market.
I direct the growth of OLabs and my personal brand through educated and visual storytelling content.
I believe “Đường dài mới biết ngựa hay” (the long road tests the horse). Or brand authority and valuable interaction over viral bait & “slop”.
It all started in 2018 at Techkids (now MindX).
I handled everything from branding to motion graphics and video editing. This multi-disciplinary start gave me the visual vocabulary that now fuels my career in UX and product strategy.
Working in a high-growth startup environment forced me to become a “Swiss Army Knife.”
