Oct 2018 ~ April 2023 (4years 6months) / Remote (Side Projects)

Founding Team

Lead Designer

Konny (konnybaby.com) is a global online retailer specialising in baby carriers, clothing, and accessories, operating in Korea, Japan, China, and international markets. In 2024, the company reached AU$54M in revenue. As an early founding member, I built and led the design team, overseeing UX/UI, marketing, and editorial design.

Design Leadership for Strategic Growth

Challenges—

  1. The Role of a Startup Designer: As a lead designer, how do you establish impactful initiatives, foster strong collaboration, and navigate the complexity of scaling a team from the early stages to large-scale operations during rapid business growth?

  2. E-commerce Design Strategy: As sales channels and product lines expand, how can we build a robust yet flexible design system that effectively adapts to new challenges?

  3. Global Consistency: How do we maintain a cohesive brand identity and UX across multiple markets while balancing localised user needs and global standards?

Key Contributions—

  • Growth Strategy: From the company’s founding, I played a strategic role in setting goals and developing performance evaluation processes. To strengthen remote collaboration, I introduced and mentored teams on Asana and Figma, fostering a culture of brainstorming, retrospectives, and clear communication.

  • 0 to 1 Experience: Helped scale the business from a 3-person team to a 60+ member organisation, learning to embrace agility and successfully overcoming challenges in business growth.

  • Global UX & Branding: Led initial branding and rebranding, developed the brand guidelines, and created a data-driven, globally consistent shopping experience. I worked to refine e-commerce, marketing, and mobile UX, ensuring a seamless experience across different regions.

Key Achievements—

  1. User-Centered Design Processes for Growth

In a fast-growing business, we built a data-driven collaboration framework to identify and solve key challenges. By streamlining workflows and fostering global design synergy, we developed practical, user-focused solutions aligned with business goals.

All design decisions were driven by customer feedback and data, emphasising continuous iteration and improvement.

2. Strategic Design for Purposeful Growth

We refined the global branding and design system to create digital experiences that emotionally connect with customers. In a rapidly evolving market, we prioritised timely and strategic design decisions that aligned with service direction, adapting through market-specific analysis, collaboration, and workshops.

Standardized USP and marketing templates for fast testing and launches, ensuring visual consistency across regions.

Unified design system for online and offline consistency, with a structured component library that was regularly updated and deployed.

Website design—

Managed end-to-end UX/UI research and design for websites in the US, Japan, Korea, and China, maintaining brand consistency while optimising each for local user behaviour.

  • Conversion-focused design, improving mobile shopping experiences tailored to each region.

  • Data-driven UX refinements, ensuring effective navigation, product discovery, and checkout flow optimisation.

Branding design—

Designed Konny’s first logo and evolved its brand identity over four years. Led global rebranding efforts, collaborating with external teams to develop an industry-standard brand system and style guide.

Marketing design—

Developed data-backed marketing design strategies, supporting international teams with localised, ready-to-use promotion templates. Built a clear and efficient communication system for marketing design execution.

SNS design—

Designed and tested data-driven social media visuals across Korea, Japan, Australia, the US, and China. Ensured platform-specific optimisation while maintaining consistent brand storytelling across different markets.