About
Hello, I’m Andrew - a product designer transforming ideas into experiences.
Currently I’m working as an independent product designer guiding startups from 0 → 1. I’ve been lucky enough to work with some of the brightest minds at 2.5 Intelligence (web 3), Dalcomsoft (mobile game), CloudRig (heavy civil), and Villain (resell marketplace) to name a few.
Before embarking on my freelance journey, I led design at Scalable, a print on demand e-commerce company. During my tenure, I had the privilege to work on all of its flagship products like Inkpop (previously ooShirts), Chip (previously TeeChip), Scalable Press, and was able to contribute to one of the milestones of making it up to billion in total sales & $500 million annual revenue.
Projects
Butter is a dynamic crypto exchange that blends a decentralized token swap on Mantle L2 with a centralized perpetuals exchange for trend-driven trading. I established Butter’s visual identity, launched its MVP featuring token swaps and NFT trading, and contributed to securing funding. My efforts helped Butter achieve rapid success, becoming the second top protocol on Mantle and earning the runner-up spot in Blast’s Big Bang Competition .
Dalcomsoft, an innovator in interactive music games known for their SuperStar series, including titles like SuperStar SMTOWN and SuperStar BTS. Building on this legacy, I co-developed Project 45, a new gaming concept that fosters a vibrant ecosystem for music artists, note creators, and rhythm curators. This platform features a rapid 45-second 'quick play' mode and a 'Rhythm Royale' competition, both engineered to maximize user engagement and promote virality.
CloudRig is a construction technology company that provides a comprehensive infrastructure construction management system for heavy civil construction companies, featuring tools for bidding, project management, and field operations optimization. I collaborated with the founders to develop their first MVP products. My contributions included designing a management web application for construction companies and an iPad application for field workers to log data. Additionally, I established a lightweight design system to ensure consistency and facilitate rapid product iterations. I also provided ongoing design consultation.
Villain is a pre-seed startup from South Korea, developing an online marketplace for authentic sneaker transactions, similar to platforms like StockX and GOAT. I played a pivotal role in establishing the brand, including creating its name and branding. I scoped and designed the initial MVP iOS application, collaborated closely with developers on key features, and established a design system to ensure consistency across all digital offerings. Additionally, I provided extensive design consultation, including user flows, wireframes, and prototypes.
Inkpop, formerly known as ooShirts, is a print-on-demand platform enabling customers to design and order custom products like t-shirts without minimums. I led the redesign of this decade-old product, launching the refreshed platform within a year. The redesign significantly enhanced key performance indicators, including an increase in revenue per visitor and conversion rate, while maintaining a strong average order value compared to its predecessor.
TeeChip is an online marketplace that enables entrepreneurs and designers to sell custom-designed products using a print-on-demand model. I spearheaded the creation and implementation of TeeChip’s first design system, leading to a comprehensive marketplace redesign. This new design system decreased time to market by 75%, facilitating quicker design implementation by engineers. I also revamped crucial marketplace features such as navigation, checkout, and product details, collectively increasing conversion rates significantly.
Scalable Press is a print-on-demand and custom merchandise platform that optimizes business operations with automated processes, fast production, and a broad product range. I led the rebranding efforts, updating all landing pages which increased customer acquisition by 30% and boosted website engagement by 20%. I also redesigned the product catalog to enhance the user journey, successfully raising new customer onboarding by 15%. Furthermore, I implemented a design system that ensures consistency and scalability across product lines, streamlining the design process and reducing time to market.