A dedicated trend researcher and analytical thinker with a strong background in design and consumer behaviour and a passion for innovation. Skilled in researching and developing trends into big ideas and strategic solutions that drive competitiveness and market growth across a range of domains. With a track record spanning various industries, seeking to contribute my expertise to user research, consumer insight and strategy.
Work history
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Sales AdvisorARKET
London, United KingdomPart Time
• Delivered excellent customer experience and generate revenue in a fast-paced environment with multitasking approach, exceeding daily sales targets by 23%
• Utilised expertise in fashion to optimise customer journey by advising customers on sizing, fabric information and styling, and boosted average conversion rate by 6%
• Informed customers about all the latest marketing campaigns, loyalty programmes and sales offerings, and increased UTP by 11% by combining product recommendations from different categories
• Leveraged internal system to manage the inventory data and track stock status timely while shortening customers waiting time by 20%
• Supported in-store brand projects and campaigns to improve customer awareness and enhance engagement, achieving 200+ brand newsletter subscriptions
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Trend research & CMF coordinatorHuawei Technologies
- London, United KingdomFull Time
Pioneered in-depth trend research in consumer and aesthetics, translating trend insights into feasible design solutions with a fashion twist. Worked closely with various stakeholders and project owners from mass market to high-end product lines, guiding HQ management team while justifying decisions based on research. Enhanced the product competitiveness and design language for the up-coming 4 products in 2024.
• Developed and executed CMF design strategies for the next-generation smartwatch GT4, with a focus on inputing fashion trends and improving market share among female consumers in accordance with the brand’s needs.
• Provided strategic insights for Huawei's luxury series, Ultimate Design, by identifying target user group and key design language elements, contributing to its overall product development directions and competitiveness.
• Conducted exhaustive trend and user research for the earbuds project FreeBuds 6, aiming to explore potential new design directions that combine advanced technology and futuristic aesthetics.
• Spearheaded extensive China insight research to gain a profound understanding of Huawei consumers in the Chinese market, involved PESTLE analysis, user interviews and mental model formulation, identifying 5 new consumer personas and creating 4 engaging design themes for future strategic growth.
• Demonstrated strong management and organisational skills by co-creating research surveys and producing solution documentation, fostering effective communication to meet tight deadlines and changing requirements.
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Skills
- Project Management
- Consulting
- Consumer Insights
- Womenswear Design
- Pattern Design
- Research
- Account Management
- Creative Management
- Trend Forecasting
- Trend Analysis
Education
MSc Consumer BehaviourGoldsmiths, University of London
- London, United Kingdom
• Key modules: Consumer Behaviour, Consumer Culture, Psychology of Advertising & Marketing, Marketing Strategy, Creating Consumer Experience, Design Thinking
• Dissertation (72/100): Discussed Chinese consumers' scarcity perception towards luxury fashion and their value changes of the in-store and online retail shopping experiences under the impact of the COVID-19 pandemic
BA(Hons) Fashion Design DevelopmentUniversity of The Arts London (UAL)
- London, United Kingdom
• One of the finalists in the All Saints project including all second year students
• Dissertation (A) focusing on women designers' leadership in top luxury brands was selected by the College library