My Role

I led the prototyping the layout and developed the UI flow of Wristcam website and checkout flow. I was responsible for launching the Wristcam website and app to the finish line including fit-and-finish interactions and visual design. I led the several major initiatives including photo art direction, content creation and digital launch plans.

The challenge

    • Previous alpha website did not show the product at the first sight
    • hard to find the information about the product
    • Missing sales opp/cta placement
    • Lacks smooth transition between functionality and lifestyle photos
    • Missing app information and interface
    • Missing use cases
    • Missing checkout flow


Successfully built four main web and mobile sites and compliant checkout flow.


  • CMO
  • Marketing director
  • Product manager
  • Soft engineer
  • Production artists

Tool & Tech

  • Adobe XD
  • Monday 
  • Illustrator
  • Photoshop
  • Sketch

  • Define Goals
requirements gathering

  • Understand the Problem
Competitive analysis, User interviews
Diagramming, sitemap, user flows

  • Iterate and Validate
Sketching, wireframing, visual design, visual design,
design review, survey, concept testing

  • Refine
Style guide,  Hi-fidelity mockups

  • Document
Specs and design art direction board

Digital Marketing Design

Developed multiple creative storyboards and graphics
across all major social platform and Wristcam app,
including standard image-led posts, CGI video, GIFs, Stories etc.