DIGITAL STRATEGY & ART DIRECTION
Edna's background working in a digital integrated agency allows her to team up with Above-The-Line & Below-The-Line team to create 36o creative digital campaigns for various international brands. Besides digital strategy, she has worked closely with social media team to develop all rounded strategies for the clients.
What's the best platform that fits the target audience? How to create buzz? What's the brand strategy? What's the current trend? How to generate more likes and brand loyalty?
USER EXPERIENCE DESIGN
How she got into the field of UX design?
She had randomly went for an interview of a UX designer job thinking the term is just another fancy web designer role, very kindly the Creative Director and UX Architect who met her explained to her what the role is, at that time she still wanted to strive in the creative agency and passed this chance. Then one year later, she referred herself again and her passion in UX has win her the job, where she started off as a web designer and shadowing another UX lead to learn UX.
Edna believes a great design should not be just aesthetically pleasing, but should be user-centric and solves problem. Through user-research, customer journey mapping, competitor analysis and identifying personas, Edna is dedicated to help clients identify the best strategy for their target market. Edna uses Lean, agile UX and takes part in focus group and usability & accessibility test. Edna advocates the use of sprint design from Google ventures and gamestorming approaches to facilitate workshop to help clients solve problems.
Methods: Competitor analysis, User task analysis, User stories, Stakeholder interviews, Information Architecture, Persona, Sitemap, Wireframes, User scenario & flow, GUI & Pattern library, A|B Testing, Rapid prototyping
EDUCATION
IDEO Human-centered Design
IDEO Prototyping
B.A., Visual Arts (Media with computing emphasis) 2004
GPA: 3.63 Cum Laude honors
Provost Honors List, John Muir College
Provost Honors List, John Muir College
Central Saint Martins College (London, UK)
Certificate in Graphics Summer School, Aug 2009
Certificate in How to be an Advertising Art Director, Aug 2009
Diocesan Girls’ School
SKILLS
Web & UX
Sketch, Axure, Invision, Fireworks, Illustrator, Photoshop
CSS, Flash, Dreamweaver
Prototype
Adobe XD, Justinmind, Invision
Video Editing
Premiere, Final Cut Pro and SoundForge
Language
Chinese, English, Mandarin
WORK EXPERIENCE
Digital Art Director
isobar Hong Kong (Jul 2015 - april 2016)
Eaton Hong Kong (Aug 2012 - May 2013)
JWT Hong Kong (Jul 2010 - Aug 2012)
Senior User Experience Designer
Hogarth Worldwide Ltd (WPP group) (July 2016 - present)
Mirum Agency Hong Kong ( A XM, JWT Company) (Feb 2014 - Jul 2015)
