I’m Pengfen, a product designer with experience across e-commerce and fintech. At Makro, I joined squads to unblock friction across the B2B2C experience. Earlier at Shopee, I translated everyday financial behaviors into product opportunities that supported people’s daily lives and financial planning.
New Business · E-commerce
Finding the levers design could move
Express struggled to convert shoppers into orders. With many barriers beyond the product, I identified where design could make a difference, growing daily orders by 66%.
Coming Soon
Omnichannel · OMS
From Operations to Customer Experience
Makro’s order management was its biggest source of complaints. I connected fulfilment operations with the customer journey, cutting delivery complaints by 42% and halving daily CS refund tickets.
Growth · Web3
Turning trading signals into a growth loop
Traders had to leave the flow to act on smart-money signals. I brought TPI into the swap flow and connected referrals with the leaderboard, driving +30% trading DAU.
Show Case
Fintech · Lending
Putting working capital into the seller flow
I embedded seller loans into Shopee’s existing workflow, growing registered users 12× in six months and reaching 60% of the e-commerce lending market.
Show Case
KYC · Fintech
Making compliance easier to complete
A new AML requirement risked adding friction for users in Thailand. I redesigned the KYC flow around each step's purpose, lifting completion from 66% to 84% and doubling task efficiency.
Show Case
Payment · Fintech
Removing friction from payment setup
New users were growing, but transactions weren’t following. I audited the payment journey and redesigned setup to reduce unused channels, surface popular banks, and automate top-up.
Show Case
I'm drawn to problems where user needs and business opportunities meet. I enjoy digging into the messy parts of a product — finding the friction beneath the surface and turning it into scalable experiences that work in the real world.
When facing a challenge, I make it a shared problem. I work closely with collaborators, using iteration to explore, learn, and build empathy along the way. I welcome unexpected sparks and see failure as a chance to learn and move forward.
Beyond work, I love food and coffee. Food helps me explore the world, connect with people, and share my culture. I’m also a Q Grader with a soft spot for floral coffees and lingering finishes. Come grab a coffee with me!
