Hi, I’m Vi.
Principal Product Designer based in Austin, TX.
Currently supporting permissions, access, collaboration and secure sharing for digital engineering in sensitive environments like aerospace, energy and transportation @ Istari Digital.
Convert Assist, a Gen-AI product, launched in summer of 2024 to a lot of fanfare. Engagement tanked 95% within the first 60 days. Research-led repositioning and pragmatic prioritization turned it around.
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Turning logistics providers from passive warehouse reporters into inventory strategists - built on CargoWise's API, discovery to delivery in a quarter.
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Freight bookings ran on scattered calls and inboxes. We centralised comms, cut data entry, and tied it into the carriers' own systems.
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Gamification strategy for claims analysts who didn't trust the AI.
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Re-architected a legacy ATS and grew the design team from 1 to 5.
Read More →Convert Assist, a Gen-AI product, launched in summer of 2024 to a lot of fanfare. Engagement tanked 95% within the first 60 days. Research-led repositioning and pragmatic prioritization turned it around.
Read More →Turning logistics providers from passive warehouse reporters into inventory strategists - built on CargoWise's API, discovery to delivery in a quarter.
Read More →Freight bookings ran on scattered calls and inboxes. We centralised comms, cut data entry, and tied it into the carriers' own systems.
Read More →Gamification strategy for claims analysts who didn't trust the AI.
Read More →Re-architected a legacy ATS and grew the design team from 1 to 5.
Read More →Writing
A non-comprehensive list of opinions.
Over a decade as a product designer in start ups and scale ups has taught me many lessons. When time and capacity allows, I write about these on popular platforms.
Reading List
I’m a voracious reader (and audio book listener).
2026 book count: 96 (so far)
