📍 London
Hey, I am Viet
I create digital experiences that simplify complexity, uplift people, and move the numbers.
Design in action
Driving Theory Full Kit AI
A UK driving theory app moving from freemium to paid subscription. Designed a six-page marketing website from scratch to earn the download, then improved the app experience to earn the subscription. Work covered content architecture, trust layering for a new brand, and clearer real-time progress in the app's learning flow.
Product Design
In-house Project
Explore project
Explore project
Jo Malone London
Designed the end-to-end customer journey for a fragrance buyer who arrives with an AI shortlist instead of discovering scent in store. Built a self-initiated CX framework, the Compete/Convert/Capture Conversion Loop, from direct shop-floor observation. Produced four product-page concepts and a post-visit consultation flow.
Service Design
Personal Project
Explore project
Explore project
London Natural History Museum
Designed the end-to-end experience for secondary school students visiting the Natural History Museum's Nature Discovery Garden. A digital journal app paired with a 3D twin of the garden, where students earn tokens for observing wildlife and exchange them for hands-on building materials. Mapped the full journey from garden visit to digital twin, turning a one-off museum trip into a continuing engagement loop.
Service Design
University Project · NHM Partnership
Explore project
Explore project
Lifewell Fitness App
Smart guide for exercises. Designed the end-to-end experience for secondary school students visiting the Natural History Museum's Nature Discovery Garden. A digital journal app paired with a 3D twin of the garden, where students earn tokens for observing wildlife and exchange them for hands-on building materials. Mapped the full journey from garden visit to digital twin, turning a one-
UI Design
Client Project
Explore project
Explore project
Behind the canvas
When I'm not designing, I'm probably figuring out how to get somewhere. New cities are my favourite kind of research. I notice the signage, the ticket machines, the small ways a place tells you where to go without saying a word.
At home it slows right down. I build Lego one careful brick at a time, and I collect planes and trains, the models on my shelf and the real ones I will happily detour to ride. Different scales, same pull. I like things that connect, fit together, and carry you off somewhere new.
Plane
Lego
Hi, it's me :)
📍 London
Hey, I am Viet
I create digital experiences that simplify complexity, uplift people, and move the numbers.
Design in action
Driving Theory Full Kit AI
A UK driving theory app moving from freemium to paid subscription. Designed a six-page marketing website from scratch to earn the download, then improved the app experience to earn the subscription. Work covered content architecture, trust layering for a new brand, and clearer real-time progress in the app's learning flow.
Product Design
In-house Project
Explore project
Explore project
Jo Malone London
Designed the end-to-end customer journey for a fragrance buyer who arrives with an AI shortlist instead of discovering scent in store. Built a self-initiated CX framework, the Compete/Convert/Capture Conversion Loop, from direct shop-floor observation. Produced four product-page concepts and a post-visit consultation flow.
Service Design
Personal Project
Explore project
Explore project
London Natural History Museum
Designed the end-to-end experience for secondary school students visiting the Natural History Museum's Nature Discovery Garden. A digital journal app paired with a 3D twin of the garden, where students earn tokens for observing wildlife and exchange them for hands-on building materials. Mapped the full journey from garden visit to digital twin, turning a one-off museum trip into a continuing engagement loop.
Service Design
University Project · NHM Partnership
Explore project
Explore project
Lifewell Fitness App
Smart guide for exercises. Designed the end-to-end experience for secondary school students visiting the Natural History Museum's Nature Discovery Garden. A digital journal app paired with a 3D twin of the garden, where students earn tokens for observing wildlife and exchange them for hands-on building materials. Mapped the full journey from garden visit to digital twin, turning a one-
UI Design
Client Project
Explore project
Explore project
Behind the canvas
When I'm not designing, I'm probably figuring out how to get somewhere. New cities are my favourite kind of research. I notice the signage, the ticket machines, the small ways a place tells you where to go without saying a word.
At home it slows right down. I build Lego one careful brick at a time, and I collect planes and trains, the models on my shelf and the real ones I will happily detour to ride. Different scales, same pull. I like things that connect, fit together, and carry you off somewhere new.
Plane
Lego
Hi, it's me :)
📍 London
Hey, I am Viet
I create digital experiences that simplify complexity, uplift people, and move the numbers.
Design in action
Driving Theory Full Kit AI
A UK driving theory app moving from freemium to paid subscription. Designed a six-page marketing website from scratch to earn the download, then improved the app experience to earn the subscription. Work covered content architecture, trust layering for a new brand, and clearer real-time progress in the app's learning flow.
Product Design
In-house Project
Explore project
Explore project
Jo Malone London
Designed the end-to-end customer journey for a fragrance buyer who arrives with an AI shortlist instead of discovering scent in store. Built a self-initiated CX framework, the Compete/Convert/Capture Conversion Loop, from direct shop-floor observation. Produced four product-page concepts and a post-visit consultation flow.
Service Design
Personal Project
Explore project
Explore project
London Natural History Museum
Designed the end-to-end experience for secondary school students visiting the Natural History Museum's Nature Discovery Garden. A digital journal app paired with a 3D twin of the garden, where students earn tokens for observing wildlife and exchange them for hands-on building materials. Mapped the full journey from garden visit to digital twin, turning a one-off museum trip into a continuing engagement loop.
Service Design
University Project · NHM Partnership
Explore project
Explore project
Lifewell Fitness App
Smart guide for exercises. Designed the end-to-end experience for secondary school students visiting the Natural History Museum's Nature Discovery Garden. A digital journal app paired with a 3D twin of the garden, where students earn tokens for observing wildlife and exchange them for hands-on building materials. Mapped the full journey from garden visit to digital twin, turning a one-
UI Design
Client Project
Explore project
Explore project
Behind the canvas
When I'm not designing, I'm probably figuring out how to get somewhere. New cities are my favourite kind of research. I notice the signage, the ticket machines, the small ways a place tells you where to go without saying a word.
At home it slows right down. I build Lego one careful brick at a time, and I collect planes and trains, the models on my shelf and the real ones I will happily detour to ride. Different scales, same pull. I like things that connect, fit together, and carry you off somewhere new.
Plane
Lego
Hi, it's me :)