Led the scaling of Unified Identity across Asia-Pacific, resulting to measurable improved experience

Company

**Confidential

industry

Luxury Retail

Role

Design Lead

timeline

9 months

tools

Google Analytics, UserTesting, Full Story, Figma

summary

As the Product Design Lead, I spearheaded the overhaul of the IAM (Identity and Access Management) ecosystem for a diverse portfolio of brands across the APAC region. We transformed a fragmented, legacy login infrastructure into a cohesive, high-conversion authentication experience tailored to local market nuances.

  • Unified Architecture: Standardised the authentication framework across multiple global brands while maintaining local relevance.

  • Localissed Social Integration: Integrated market-specific social logins (e.g., WeChat, LINE, Kakao) based on deep regional user research.

  • Seamless Migration: Successfully bridged the technical gap between rigid legacy systems and a modern, scalable UI/UX.

Challenges

  • 01

    Legacy system integration: Bridging complex, fragmented legacy authentication infrastructure with modern, responsive frontend requirements.

  • 02

    Regional Diversity: Harmonising global design standards with diverse local regulations, languages, and user expectations.

  • 03

    Cart abandonment: Removing friction points that contribute to cart abandonment during checkout

MY ROLE

As the design lead, I owned the end-to-end UX strategy and execution for the multi-brand, multi-market IAM modernization program.

  • Putting the user first: Conducted user research across key APAC markets to identify competitive and culturally preferred social login options, driving higher adoption rates.

  • Strategic Roadmap Partnership: Collaborated with the Product Manager to define and prioritise a phased UX roadmap and implementation phases that balanced speed-to-market with long-term scalability.

  • Cross-Functional Orchestration: Managed design alignment between global brand teams, regional legal counsel, and local affiliate stakeholders while successfully localising UI/UX for regulatory and cultural compliance.

  • Technical Bridging: Partnered with Engineering and QA to ensure design integrity during the transition from legacy systems.

MY APPROACH

I employed a user-centred, iterative, and highly collaborative process to navigate regional complexity and deliver a scalable, high-quality IAM solution.

  • Market-Specific Research: Conducted competitive analysis to identify and implement the most effective social login providers for each unique APAC territory.

  • Global-Local Standardisation: Developed a flexible design system that enforced global brand standards while allowing for localised UI adaptations and legal disclosures. Maintained a living design-documentation hub and conducted structured design reviews to keep momentum, reduce rework, and guarantee brand and experience consistency at scale.

  • Consistent Communication: Facilitated regular syncs across cross-functional teams to resolve integration gaps, validate localisation accuracy and ensure regulatory adherence.

  • Data-Driven Validation: Coordinated with Data and QA teams to establish UX metrics, rigorous testing protocols, and post-launch sentiment analysis.

ux research

Post-Implementation Analysis

01

Conversion Metrics

Login Success Rate: Achieved a 22% increase in successful login completions across the region by reducing friction in the multi-factor authentication (MFA) flow.

Drop-off Reduction: Decreased abandonment rates on the registration page by 15%, attributed to the removal of redundant legacy form fields and optimised mobile responsiveness.

Identity Resolution Efficiency: Reduced "Guest Checkout" reliance in markets where implemented by 18% as the modernised UI more effectively prompted existing users to identify themselves via social or email before reaching the final payment stage.

02

Social Login Adoption

Market-Specific Growth: In South Korea and Japan, social login via Kakao and LINE accounted for 65% of all new registrations, outperforming traditional email sign-ups within the first three months.

User Preference: Post-launch surveys indicated an 85% satisfaction rate regarding the ease of "One-Tap" entry compared to the previous legacy credentials.

03

System Efficiency & Latency

Latency Improvement: Reduced average authentication load times from 4.2 seconds to 1.8 seconds, effectively bridging the gap between legacy database calls and the new modern frontend.

Error Rate Reduction: Decreased "System Timeout" errors during peak traffic periods by 55% through optimized API orchestration between regional affiliates.

Support Tickets: Observed a 30% decline in "Account Access" related customer support inquiries within the first 90 days of implementation.

testimonial

Isabel’s standout strength is her exceptional communication skills, which made complex UX/UI concepts accessible to everyone, from engineers to executives. She leads with empathy and clarity, ensuring seamless stakeholder engagement and alignment across teams in the APAC region.

A young man in a navy blue suit and tie with a white shirt, standing against a black background.

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