Alta's Curated Work Samples : A Body Of Work Spanning Technology, Education, And Social Impact

Welcome to my digital portfolio! I’m Alta, a passionate advocate for ethical technology, lifelong learner, and creative problem-solver. Throughout my career, I’ve had the opportunity to contribute to a variety of projects, from co-founding a tech startup to developing and teaching art therapy programs for refugee children.

This curated collection of work samples, representing my body of work, demonstrates my diverse skills and experience in project management, communication, design, and program development. It highlights my ability to create impactful solutions across various domains, including technology, education, and social impact.

Strategy & Leadership

Co-founding YesHello

• Situation: Identified a need for streamlined communication tools for SMEs, particularly those struggling to manage customer interactions across various channels and lacking the resources for expensive, complex solutions.
• Task: Co-founded YesHello to address this market gap by developing and launching an innovative, affordable, and user-friendly communication platform.
• Action: Led all aspects of the business, from ideation and product development to customer success, marketing, operations, and finance. This included:
  • Defining the company’s vision, mission, and strategic goals.
  • Securing initial funding and managing budgets effectively.
  • Building and leading a high-performing, motivated team.
  • Fostering a positive and collaborative work environment that encouraged innovation and ownership.
  • Making critical decisions regarding product direction, pricing, and market positioning.
• Result: Successfully launched and scaled YesHello, achieving significant growth and a successful exit, demonstrating strong leadership and business expertise. Key achievements include:
  • 120% increase in free trial conversions
  • 80% reduction in onboarding time
  • 72% upsell conversion rate
  • 91% customer retention rate
  • Reduction in churn rate to 6.01%
  • Acquisition by another tech company

Contributor for UN for AI

• Situation: Recognized the global need for an organization dedicated to coordinating AI research, development, and the ethical distribution of AI-derived economic benefits.
• Task: Contribute to the establishment of an Independent Global Collective Intelligence Organization.
• Action: Brainstormed strategic plans, developed a petition for an AI treaty, designed the organization’s website, and gathered support through the petition.
• Result: Generated significant interest in the UN for AI’s mission, achieving a 20% conversion rate for petition sign-ups within a focus group of philosophy-minded individuals. This initial success demonstrated the potential for broader public engagement and support for responsible AI governance.

Product/Program Management

Onboarding Transformation at YesHello

• Situation: YesHello’s initial onboarding process was lengthy, confusing, and resulted in low conversion rates from free trials to paid subscriptions. This hindered user adoption and revenue growth, as potential customers were abandoning the platform before experiencing its full value.
• Task: Redesign the onboarding process to improve user experience, reduce friction, and increase conversions by creating a more intuitive and engaging experience for new users. This involved streamlining the process, clarifying value, and guiding users to success quickly.
• Action:
  • Conducted user research through surveys, interviews, and user testing to understand pain points, motivations, and areas for improvement in the onboarding flow.
  • Mapped the user journey to identify bottlenecks, areas of friction, and opportunities to optimize the onboarding experience.
  • Redesigned the onboarding process based on data and insights, simplifying steps, improving the user interface, and creating user-friendly guides and interactive tutorials.
  • Implemented A/B testing to compare different onboarding variations and identify the most effective approach.
• Result: The redesigned onboarding process led to a dramatic increase in free trial conversions (from 33% to 73%), representing a 120% improvement. The onboarding time was also reduced by 80%, leading to greater user satisfaction and faster time-to-value, which contributed to increased user adoption and revenue growth.

YesHello Knowledge Base

• Situation: YesHello users needed easy access to support resources and information about the platform’s features and functionality to maximize their success with the product and reduce reliance on the support team. A lack of easily accessible information could lead to frustration, increased support tickets, and potentially churn.
• Task: Create and maintain a comprehensive, user-friendly, and easily searchable knowledge base to empower users to self-serve and find answers quickly. This would improve user satisfaction, reduce support costs, and enable users to get the most out of the platform.
• Action:
  • Developed a knowledge base that included FAQs, how-to guides, troubleshooting articles, and platform overviews, organized in a clear and intuitive structure with a user-friendly search function.
  • Used a variety of formats, including text, screenshots, and Loom videos, to make the information engaging, accessible, and cater to different learning styles.
  • Ensured the content was regularly updated and accurate, incorporating user feedback, product updates, and support trends.
  • Created a process flow to update and maintain the knowledge base every time there was an update with the platform, ensuring consistency and accuracy.
  • Implemented a tagging system to enable users to quickly find the information they needed.
• Result: The knowledge base effectively empowered users to self-serve, leading to a measurable reduction in support requests, improved user satisfaction, and a more efficient support process. This freed up support team resources to focus on more complex issues and proactive customer success initiatives.

YesHello Product Roadmap and Changelog

• Situation: As YesHello evolved, we needed a clear product vision and transparent communication with users about our development progress to maintain their trust, manage expectations, and encourage ongoing engagement with the platform. Without clear communication, users might feel uncertain about the direction of the product and become disengaged.
• Task: Develop and maintain a product roadmap and changelog to improve transparency, gather user feedback, and ensure our product development aligned with user needs and business goals.
• Action:
  • Initially used Trello for our product roadmap, but as YesHello grew and user feedback increased, transitioned to Canny.io to better manage feature requests, prioritize development, and gather user feedback in a more organized and user-friendly way.
  • Maintained a detailed changelog to document all updates and new features, ensuring users were informed about changes and improvements and could track the platform’s evolution.
  • Actively communicated with users about the roadmap and changelog through blog posts, newsletters, and in-app notifications, encouraging them to provide feedback and contribute to the product development process.
• Result: This approach improved transparency with users, effectively managed their expectations, and ensured that our product development aligned with our overall business goals while incorporating valuable user feedback. This fostered a sense of trust and collaboration with our users, contributing to increased satisfaction and loyalty.

Revamping the BlueDot Project Phase (Product Manager - Bluedot Impact Work Test)

• Situation: BlueDot’s Project Phase was experiencing low student engagement and project submission rates. Only 30% of students were submitting projects, and of those, only 40% met the quality standards. Students reported feeling overwhelmed and unsupported during the transition from the Learning Phase to the Project Phase, struggling to translate their theoretical knowledge into practical application.  
• Task: My task was to analyze the existing Project Phase, identify pain points in the student journey, and develop solutions to improve student engagement, project submission rates, and the overall quality of student projects.  
• Action: To address the challenges, I created a Student Journey Map to understand the student perspective and design targeted interventions. I developed the “Project Launchpad” framework, which included clear guidelines, brainstorming sessions, personalized project plans, and a “Project Inspiration Board.” I also implemented phased support with distinct phases: “Kickoff with Clarity and Purpose,” “Iterate and Collaborate,” and “Showcase and Celebrate” to provide ongoing support, feedback, and opportunities for showcasing projects.
• Result: While I didn’t ultimately get the role, this work test was a valuable exercise in applying my skills in product management, user experience design, and educational program development to address a real-world challenge. I’m confident that the strategies and solutions I proposed would have significantly improved the BlueDot Project Phase, leading to increased student engagement, higher-quality projects, and a more impactful learning experience.

Art Therapy Program for Refugees and Stateless Children

• Situation: Recognized the profound emotional and psychological challenges faced by refugee and stateless children who have experienced trauma, displacement, and loss, impacting their well-being, development, and integration into new communities. These children often lack access to adequate mental health support and safe spaces for emotional expression.
• Task: Develop and implement an art therapy program to provide a safe and supportive space for healing, self-expression, emotional processing, and building resilience. The program aimed to help children cope with trauma, express their emotions, and develop coping mechanisms through creative activities.
• Action: Designed and implemented a culturally sensitive art therapy program incorporating diverse modalities (drawing, painting, storytelling, music, movement) to address the unique needs of refugee and stateless children. Facilitated individual and group sessions, providing guidance and support while respecting each child’s pace. Monitored progress and adapted the program to ensure effectiveness.
• Result: The art therapy program fostered resilience and emotional well-being in the children, who demonstrated increased self-esteem, improved communication skills, and reduced anxiety. Caregivers reported a decrease in behavioral problems and improved emotional regulation, highlighting the program’s positive impact on the children’s overall well-being and development.

View Examples from the Art Therapy Program:

Nomads SkillShare Program

• Situation: The Nomads SkillShare program lacked a structured approach to course offerings and professional development, hindering its impact and reach. There was also a need to improve marketing to reach the right target audience to generate funding for scholarships.
• Task: Lead the development and launch of a revitalized Nomads SkillShare program to enhance its structure, attract participants, and secure funding for scholarships.
• Action:
  • Redesigned the program curriculum to provide a clear learning path and focus on in-demand skills.
  • Created a user-friendly online knowledge base with course information, resources, and community forums.
  • Streamlined program logistics, including participant recruitment, onboarding, and communication.
  • Implemented targeted marketing campaigns to reach the right audience and promote the scholarship program.
• Result: The program now has a clear structure and improved organization, resulting in increased enrollment, successful scholarship funding, and positive participant feedback.

Project Management

Transferring WhatsApp API to Official META WhatsApp API

• Situation: YesHello relied on a third-party WhatsApp API, which posed potential risks and limitations in terms of functionality, compliance, and long-term stability. This reliance created a vulnerability in our system and hindered our ability to access the latest features and ensure optimal security for our users.
• Task: Migrate YesHello’s WhatsApp integration to the official META WhatsApp Business API to mitigate risks, improve reliability, and access advanced features. This migration was critical to enhance the platform’s security, scalability, and user experience.
• Action:
  • Thoroughly researched the META WhatsApp Business API documentation and requirements to understand the technical specifications, compliance guidelines, and integration process.
  • Developed a detailed migration plan, including a realistic timeline, resource allocation, and a risk assessment to identify and address potential challenges.
  • Collaborated closely with the development team to ensure a smooth transition, involving code updates, rigorous testing, and proactive troubleshooting to minimize disruption to users.
• Result: Successfully migrated YesHello to the official META WhatsApp Business API, achieving the following positive outcomes:
  • Mitigated Risks: Eliminated the dependence on a third-party API, reducing security vulnerabilities and ensuring compliance with META’s terms of service.
  • Improved Reliability: Enhanced the stability and performance of the WhatsApp integration, providing a more seamless experience for users.
  • Enabled Advanced Features: Unlocked access to valuable features, such as the WhatsApp Green Checkmark (official business verification), message templates for standardized communication, and interactive buttons for more engaging user interactions.

Developing New Products for YesHello Platform

• Situation: To enhance the functionality and value proposition of the YesHello platform, we needed to develop new product offerings that addressed evolving user needs and expanded our market reach. User feedback indicated a desire for more automation and control over their accounts.
• Task: Lead the development and launch of two new add-ons for the YesHello platform:
  • An add-on for automation with seamless Zapier integration to enable users to connect YesHello with other apps in their workflows.
  • An add-on for user and contact quota management to provide users with greater control and flexibility over their usage and spending.
• Action:
  • Gathered user feedback through surveys, interviews, and user testing to gain a deep understanding of their needs, pain points, and desired features.
  • Conducted market research to analyze competitor offerings, identify industry trends, and assess the potential demand for the new add-ons.
  • Defined the scope and requirements for each add-on, including detailed specifications for features, functionality, user interface design, and integration with the existing platform.
  • Collaborated closely with the development team throughout the entire product development lifecycle, from design and prototyping to testing and launch.
• Result: The successful launch of these two add-ons significantly enhanced the YesHello platform and delivered substantial value to users.
  • Increased User Satisfaction: The add-ons provided users with greater flexibility, powerful automation capabilities, and granular control over their usage, leading to increased satisfaction and engagement.
  • Improved Business Performance: The new features directly contributed to a 72% increase in the upsell rate and a 91% improvement in customer retention, demonstrating their value and impact on the business.

Chatbot Malaysia

• Situation: Chatbot Malaysia served a diverse clientele with varying needs and requirements for chatbot solutions and social media management. Clients ranged from small businesses to large enterprises, each with unique goals and target audiences.
• Task: Manage chatbot and social media projects for various brands, ensuring each client received a tailored solution that met their specific objectives and maximized their return on investment. This involved understanding their business needs, translating them into effective chatbot strategies, and managing the implementation and ongoing optimization.
• Action:
  • Adopted a consultative approach, working closely with each client to gain a deep understanding of their business goals, target audience, brand identity, and desired outcomes.
  • Based on this understanding, I designed customized chatbot flows, developed engaging and informative conversational scripts, and oversaw the implementation and ongoing maintenance of the chatbots across various platforms (e.g., Facebook Messenger, WhatsApp).
  • Managed their social media presence, creating compelling content, running targeted ad campaigns, and implementing strategies to increase brand visibility, audience engagement, and lead generation.
  • Continuously monitored chatbot performance and social media analytics, making data-driven adjustments to optimize effectiveness and achieve client goals.
• Result: Successfully delivered customized chatbot solutions that improved customer engagement, streamlined customer support, and increased client satisfaction. This success is evidenced by the positive outcomes achieved for clients like Dino Kelulut Honey, Baked KL, and E-Petani.

Business Operations & System Design Optimization

Developing a Custom CRM for YesHello

• Situation: YesHello initially relied on an external CRM that was not seamlessly integrated with our platform and lacked the flexibility to meet our specific needs, hindering efficient customer management and data analysis. This reliance on an external tool created data silos, limited our ability to automate workflows, and hampered our ability to gain a holistic view of our customers.
• Task: Develop a custom CRM system within the YesHello platform to improve customer relationship management, streamline workflows, and centralize customer data. This would empower our team to better serve customers, track interactions, and personalize their experience.
• Action:
  • Conducted thorough research of existing CRM solutions, analyzing competitor offerings, and identifying best practices and areas for innovation.
  • Designed the database schema, ensuring it could accommodate all necessary customer data, interactions, and sales pipeline information.
  • Automated key workflows, such as lead capture, contact management, and task assignment, to improve efficiency and reduce manual effort.
  • Designed a user-friendly interface for the CRM, ensuring it was intuitive and easy for the team to navigate and use.
  • Collaborated closely with the development team throughout the process to ensure seamless integration with the YesHello platform and address any technical challenges.
  • Gathered user feedback throughout the development process through demos, user testing, and feedback sessions to ensure the CRM met the team’s needs and preferences.
• Result: The custom CRM significantly improved efficiency in managing customer interactions, tracking sales pipelines, and providing personalized support. This led to a 107% increase in the CSAT score, demonstrating a significant improvement in customer satisfaction and highlighting the CRM’s positive impact on customer relationships.

Implementing a Notion Workspace for YesHello

• Situation: As YesHello grew, we needed a centralized and collaborative workspace to improve team communication, organization, and workflow efficiency. Our existing tools were fragmented and lacked the structure for optimal collaboration, leading to information silos and reduced productivity.
• Task: Implement and optimize a Notion workspace for the YesHello team to centralize information, streamline workflows, and enhance communication. This would provide a unified platform for the team to collaborate, share knowledge, and manage projects effectively.
• Action:
  • Designed a structured Notion workspace with dedicated spaces for project management, task tracking, knowledge sharing, and team communication, ensuring a logical and intuitive layout.
  • Developed templates and workflows to standardize processes, automate repetitive tasks, and improve efficiency.
  • Migrated existing data and documentation into the Notion workspace, ensuring a smooth transition and maintaining data integrity.
  • Provided training to the team on how to effectively use the Notion workspace, covering key features, best practices, and collaboration tools.
  • Gathered feedback from the team to continuously improve the workspace and ensure it met their evolving needs.
• Result: The Notion workspace significantly enhanced team collaboration, streamlined workflows, and improved overall productivity. This resulted in a 15% reduction in meeting times, freeing up valuable time for focused work and demonstrating the positive impact of a centralized and organized workspace.

YesHello Operations & Billing

• Situation: As YesHello grew, we needed to optimize operational costs and ensure the company’s financial sustainability while remaining competitive in the market. Our existing pricing model was not optimized for different customer segments and lacked the flexibility to accommodate various needs and budgets.
• Task: Develop and implement a new pricing strategy to optimize revenue generation, improve customer satisfaction, and support the company’s growth.
• Action:
  • Collaborated with the sales, marketing, and tech teams to analyze competitor pricing, evaluate our costs and desired profit margins, and consider the value we provided to customers.
  • Conducted market research to understand customer preferences, price sensitivity, and willingness to pay for different features and packages.
  • Based on this analysis, designed a tiered pricing structure with different feature sets to appeal to a wider range of clients, offering greater flexibility and choice.
  • Communicated the new pricing strategy clearly to existing and potential customers, highlighting the value and benefits of each pricing tier.
• Result: The new pricing strategy optimized revenue generation and improved customer satisfaction by providing greater flexibility and choice. This resulted in a 61% increase in monthly recurring revenue, demonstrating the effectiveness of the new pricing model in attracting and retaining customers.

YesHello Subscription Management

• Situation: YesHello needed to streamline subscription management, billing, and invoicing processes to improve efficiency, reduce errors, and enhance the customer experience. Our existing manual processes were time-consuming, prone to errors, and created friction for customers.
• Task: Develop and implement efficient operational procedures for managing customer subscriptions, ensuring a smooth and accurate billing process.
• Action:
  • Researched and selected Stripe and Pabbly as the most suitable tools to automate subscription management and billing processes, considering factors such as cost, functionality, and integration with our platform.
  • Implemented Stripe and Pabbly, configuring them to seamlessly integrate with YesHello’s systems and ensure accurate and timely billing.
  • Documented these processes thoroughly, creating clear step-by-step guides and FAQs for the team to ensure consistency and reduce the risk of errors.
  • Developed training materials for the team on the new procedures, ensuring everyone was equipped to handle subscriptions and billing efficiently.
• Result: By automating and streamlining these processes, we reduced manual errors, improved billing accuracy, and increased efficiency in managing customer subscriptions. This resulted in:
  • A 20% reduction in time spent on billing tasks, freeing up valuable time for other priorities.
  • The elimination of billing errors, improving customer satisfaction and reducing the need for manual corrections.
  • An overall improvement in the customer experience, with a smoother and more reliable billing process.

Comprehensive Metrics Dashboard

• Situation: YesHello needed a way to track key performance indicators (KPIs) across different departments and monitor progress towards our business goals. Our existing reporting methods were manual, time-consuming, and lacked a holistic view, making it difficult to identify trends and areas for improvement.
• Task: Develop a comprehensive metrics dashboard to provide a clear and accessible overview of our performance, enabling data-driven decision-making and better tracking of progress.
• Action:
  • Collaborated with stakeholders across different teams (sales, marketing, customer success, product) to identify the most important metrics to track, ensuring the dashboard reflected the key drivers of business success.
  • Designed and built an interactive dashboard using Google Spreadsheet and Chart to visualize the data in a clear, informative, and engaging way, making it easy to understand trends and patterns.
  • Ensured the dashboard was easily accessible to all relevant team members and updated regularly to provide a real-time view of performance.
• Result: The metrics dashboard provided valuable insights into YesHello’s performance, enabling data-driven decision-making and improved tracking of our progress towards key objectives.
  • It helped the team to focus on which department or area to focus and improve on every month based on the metrics data.
  • For example, we identified areas for improvement in customer onboarding by tracking the conversion numbers from free trials to paid users, leading to targeted improvements that increased conversion rates.

YesHello File Management System

• Situation: YesHello lacked a consistent and organized system for managing files, hindering collaboration, creating redundancy, and increasing the risk of data loss. This lack of structure made it difficult to find information, share files securely, and maintain version control.
• Task: Create and implement a secure and efficient file management system to improve collaboration, ensure data security, and comply with data regulations.
• Action:
  • Researched and selected appropriate cloud storage and a document management system that met our needs for security, scalability, and ease of use.
  • Developed a clear and logical folder structure with consistent naming conventions, access permissions, and version control to ensure easy navigation and organization.
  • Defined access controls, backup procedures, and file retention policies to ensure data security, prevent unauthorized access, and comply with relevant regulations.
  • Provided training to the team on file organization best practices, emphasizing the importance of consistent file naming, version control, and appropriate access permissions.
• Result:
  • Ensured data security and streamlined file access, reducing the risk of data loss and improving data integrity.
  • Improved compliance with data regulations, ensuring that sensitive information was handled and stored securely.
  • Improved file accessibility, reduced time spent searching for documents, and facilitated smoother collaboration among team members.

Illuminate Hostel

• Situation: The hostel lacked an optimized online presence, making it difficult for potential guests to find information, view photos, compare prices, and make bookings. This limited their visibility and potential to attract customers in a competitive hospitality market, especially as travelers increasingly rely on online resources to research and book accommodations.
• Task: Set up and optimize the hostel’s online presence to increase visibility, attract more bookings, and improve customer engagement. This involved creating a comprehensive and engaging online presence that showcased the hostel’s unique features, amenities, and atmosphere.
• Action: I created a complete Google Business profile, implemented a user-friendly booking system, integrated with online travel agents, and optimized the hostel’s website and social media presence.
• Result: This resulted in increased online visibility, more bookings, and improved customer engagement.

User Experience (UX) & Design

Website Redesign at YesHello

• Situation: YesHello’s existing website had low user engagement, was not effectively driving conversions, and did not reflect the brand’s updated identity. It lacked visual appeal, had a confusing navigation structure, and suffered from slow loading times, all of which contributed to a poor user experience and hindered business growth.
• Task: Lead the redesign of the YesHello website to improve user experience, modernize the visual design, and increase conversion rates. This involved a complete overhaul of the website’s structure, content, and aesthetics to align with the brand’s evolved identity and user expectations.
• Action:
  • Conducted user research through surveys, user interviews, and usability testing to understand user needs, preferences, pain points, and expectations for the website.
  • Analyzed website analytics data (e.g., Google Analytics) to identify areas for improvement, such as high bounce rates, low time-on-page, and drop-off points in the conversion funnel.
  • Developed a new website design based on user research and data analysis, focusing on creating a clear and intuitive navigation structure, visually appealing layout, and engaging content that effectively communicated the value proposition of YesHello.
  • Improved website layout, visual appeal, and technical performance by optimizing images, streamlining code, and implementing best practices for website speed and accessibility.
  • Created a style guide to ensure consistency in branding and design across all pages of the website.
• Result: The website redesign resulted in a significantly improved user experience and positive business outcomes:
  • Increased User Engagement: The new design, improved navigation, and engaging content led to a 95% increase in website traffic, indicating greater user interest and satisfaction.
  • Improved Conversion Rates: The clear calls to action, optimized content, and streamlined user flow contributed to a 67% increase in conversion rates, demonstrating the effectiveness of the redesign in driving desired user actions.
  • Enhanced Brand Image: The updated visual design and improved user experience better reflected YesHello’s brand identity, creating a more professional and credible online presence.
  • Improved Performance: The website’s technical optimization resulted in an 87% improvement in page load speed, providing users with a faster and more seamless browsing experience.

UNforAI Website Design

• Situation: UNforAI needed a professional and engaging website to communicate its mission, values, and initiatives clearly and effectively to a global audience. The website needed to serve as a central hub for information, attract support, and encourage collaboration among stakeholders.
• Task: Design and develop the UNforAI website to establish a strong online presence, promote the organization’s mission, and facilitate engagement with its target audience.
• Action:
  • Collaborated with stakeholders, including UNforAI leadership, researchers, and communication teams, to understand their requirements, key messages, and target audience for the website.
  • Created wireframes and mockups to visualize the website’s structure, layout, and user flow, ensuring a clear and intuitive navigation experience.
  • Developed the final website design, incorporating branding guidelines, visual elements, and interactive features to create a user-friendly, informative, and engaging online experience.
  • Ensured the website was responsive and accessible across various devices and browsers, adhering to accessibility standards to reach a wider audience.
  • Conducted user testing to gather feedback and make improvements to the website’s design and usability before launch.
• Result: Launched a successful website that effectively communicated UNforAI’s mission, values, and initiatives, resulting in increased engagement with visitors.
  • The website served as a valuable resource for information about AI governance, research, and policy.
  • It facilitated communication and collaboration among stakeholders, including researchers, policymakers, and the public.

Bunker in Paradise Website Design

• Situation: Bunker in Paradise needed a website to showcase its unique offerings, build trust, and attract customers interested in emergency preparedness and sustainable living.
• Task: Design and develop a website to effectively communicate the company’s mission, showcase its products and services, and generate leads.
• Action: I collaborated with stakeholders, conducted competitor analysis, created wireframes and mockups, and developed a user-friendly, visually appealing website optimized for search engines.
• Result: The website successfully communicated the company’s mission, showcased its offerings, and generated leads, resulting in increased traffic, inquiries, brand awareness, and customer engagement.

Sustainability apps

• Situation: The ASEAN Blue Innovation Challenge presented an opportunity to showcase my skills in UX/UI design and contribute to solutions for environmental sustainability. I was passionate about developing innovative app concepts that could address pressing challenges related to ocean conservation and sustainable development.
• Task: Design and develop a mobile app concept for the ASEAN Blue Innovation Challenge, focusing on user experience, functionality, and visual appeal.
• Action:
  • Researched the challenge theme and identified a specific problem related to ocean conservation or sustainable development that my app could address.
  • Conducted user research to understand the needs and behaviors of the target audience for the app.
  • Developed wireframes and prototypes using Figma to visualize the app’s structure, user flow, and key features.
  • Created a visually appealing and user-friendly interface design, incorporating elements that promoted engagement and ease of use.
  • Prepared a presentation and submitted my app concept to the ASEAN Blue Innovation Challenge.
• Result: While I didn’t win the challenge, the experience was valuable in developing my UX/UI design skills and applying them to a real-world problem. I gained insights into the app design process, learned from feedback, and further developed my passion for creating user-centered solutions for environmental sustainability.

Marketing & Growth

YesHello Marketing Campaigns

• Situation: YesHello needed to acquire new users and retain existing ones to drive growth in the competitive market for SME communication tools.
• Task: Plan and execute impactful marketing campaigns to reach target audiences, generate leads, and drive conversions.
• Action: I developed and executed a comprehensive marketing strategy across multiple channels (email, social media, content, partnerships, paid advertising). This included creating compelling marketing materials, launching multi-channel campaigns, implementing user retention strategies (personalized onboarding, loyalty programs), and utilizing promotions and referral programs. I continuously monitored campaign performance, analyzed key metrics, and optimized for results.
• Result: The campaigns significantly boosted user retention, reduced churn, increased customer lifetime value, and generated a substantial increase in new sign-ups, expanding YesHello’s user base and market reach. This resulted in higher monthly recurring revenue (MRR) and annual recurring revenue (ARR).

Communication & Content

YesHello Case Studies

• Situation: YesHello needed to showcase the positive impact of its platform on client businesses to build credibility and attract new customers.
• Task: Conduct client interviews and write compelling case studies highlighting the benefits and results achieved by using YesHello.
• Action: I identified and interviewed a diverse range of successful clients, gathering data on their experiences. I then crafted engaging case studies, using storytelling techniques and incorporating data and visuals, to showcase how YesHello helped them improve communication, streamline workflows, and achieve business goals.
• Result: The persuasive case studies effectively demonstrated the value of YesHello and were used for marketing and sales purposes, including website content, social media promotion, and sales presentations.

Some Case Studies I Wrote:

• How MakCik Travels Use YesHello as a team collaboration tool to provide travel companionship services for ladies, children, and individuals with special needs.
• SOLS Energy delivers excellent service while working remotely.
• Womentum overcomes critical WhatsApp Messages management challenges with YesHello.
• How YesHello Helped English Matters Communicate with Parents During School Reopening.

YesHello Content Calendar

• Situation: YesHello needed a consistent and organized approach to content creation to effectively engage our target audience, maintain a strong brand presence, and support marketing campaigns.
• Task: Develop and implement a content calendar to plan, schedule, and track the creation and distribution of various content types (blog posts, social media updates, etc.).
• Action: I collaborated with the marketing team to identify key themes and content formats. I developed a comprehensive content calendar using Notion, created engaging content (blog posts, social media updates, infographics, etc.), and established a consistent publishing schedule. I also monitored content performance, analyzed key metrics, and made data-driven adjustments to optimize the content strategy.
• Result: The content calendar improved the consistency and effectiveness of YesHello’s content marketing efforts. It ensured a steady flow of valuable content that engaged our target audience, supported marketing campaigns, and strengthened the brand’s online presence. It also facilitated better planning, collaboration, and content quality, enabling data-driven decision-making to optimize content strategy and achieve better results.