Building a medium-agnostic design collective exploring human systems

We designed a narrative simulation that puts players in a woman’s life from 25 to 35, where every choice has a tradeoff. It ends with chocolates, each hiding a reflection question.

As a Graduate Research Assistant at SCIDR, I led U.S. consumer research using a human-centered design (HCD) approach to inform belif’s brand strategy, translating insights from focus groups into consumer archetypes and a strategic brand positioning direction.

I joined a Stanford GSB Startup Garage team as its designer and pitched an edible skincare brand to VCs. I led research, brand strategy, and our booth and pitch assets.

I spoke on reinventing lifestyle brands the human-centered way, and helped organize SCIDR’s consumer product symposium in Korea.

I scoped and led first-impressions research with beauty device users for LG H&H, uncovering why people try, trust, and abandon at-home devices, and turned it into recommendations for the team.