Hello. I’m Yuiko!

Lead Product Designer at Agoda in Bangkok,
passionate about solving problems and bringing ideas to life.

I am a business strategist turned product designer.  

In both my careers as a strategist and a product designer, I have focused primarily on 0 to 1 projects. I’ve led projects that brought live sports to millions, helped startups make their mark, and enabled travelers to experience the world. I really enjoy creating something out of nothing.

Combining both roles, my approach to product design is strategic, crafting solutions that balance user needs and business value.

Some companies I've worked for or have worked with

My process navigates ambiguity through iteration and collaboration.

My approach is rooted in collaboration - integrating design thinking, research and cross-functional expertise to craft delightful experiences for our users. I clarify ambiguity by introducing structure to the process through project management and stakeholder management.

discover

Research to understand and empathize with user needs and behavior

User interviews, Market data, surveys, competitor analysis, process maps, customer journey maps

ideate

Brainstorm potential solutions to the pain points identified

Brainstorming, sketching, user flows, co-creation workshops

design

Design the interface to visualize the solution in various fidelities

Wireframes, mockups, prototypes

test

Test the design and iterate based on findings

Usability testing, user interviews, UAT, A/B testing

A timeline of work

If you are interested in learning more about my work and process, please contact me.
Agoda

Paving Agoda’s Trip Vision

Lead Product Designer | 2023- current

At Agoda, we aim to create a cohesive travel experience where customers don’t just come to book a hotel or a flight, but use Agoda to travel. I was brought in to define and execute this vision.  

Within one quarter, we assembled a cross-functional team of Design, Product, and Research and ran intensive Design Sprints to ideate and validate concepts to create our North Star. Our North Star consists of features and offerings that help travelers plan, book and experience their trip.

We’ve broken down our North Star into yearly roadmaps and quarterly milestones. Currently, I lead the Trips Design team of 4 to execute our vision.

Agoda

Defining Agoda’s Experience Principles

Lead Product Designer | 2024

As our design team grew to over 50 people, we needed a standardized definition of "good UX" and ways to hold us accountable.

I led a project to create our Experience Principles for consistent decision-making and shared commitment toward how we design and built products. We benchmarked, held workshops with our Design and Product teams, and aligned with senior leadership and C-suite to define our principles.

Keep it intuitive, Be a trusted partner, Think holistically, and Solve for a global audience - these principles now guide teams in creating solutions with good UX.

Agoda

Uplifting our design quality with Design Reviews

Lead Product Designer | 2024

As designers, we need to deliver great quality designs to developers so we can provide great user solutions. To support this, we introduced Design Reviews to help designers output their best work and to cultivate an open feedback culture.

Using our Experience Principles as our review criteria, we created a process and Figma plugin that helps prevent quality debt during the design stage. I led project scoping, managed timelines and stakeholders up to C-suite, designed tests, analyzed data, and collaborated with developers and designers to create the process. After a pilot and beta, we defined success metrics to inform quality.

Since implementing Design Reviews, we've improved our quality, with the majority of the team agreeing that the process enhances our overall quality.

Rocket Travel by Agoda

Providing reward travel to Citi customers

Senior Product Designer | 2023

The Citi Travel with Booking.com site helps Citi ThankYou cardmembers spend and earn points by booking travel. I designed a piece of the platform that helps these cardmembers with their bookings.

Agoda

Defining UX metrics as a KPI

Senior Product Designer | 2023

Our Postbooking team focuses on cost savings as a KPI. To balance customer-centric and business-driven goals, we developed a Reachability metric.

I led the project with Research and Product teams to create a quantitative measure from qualitative methods. This project established a baseline Reachability % as our KPI, which we achieved by enhancing user experience.

Today, measuring Reachability is routine, and we maintain our Reachability % for our experiments.

Agoda

Enabling customers to message postbooking support

Senior Product Designer/Product Designer | 2021 - 2023

Live chat is great for real-time communication but can lead to drop-offs and doesn't allow customers to save their conversations. Messaging, on the other hand, lets customers reply at their convenience. Following industry trends, we launched messaging as a new contact method.

I helped pitch the project and led the design of messaging interfaces for agents, hotels, and customers, integrating with our chatbot for cost savings.

Now, customers can message customer support or property partners about their bookings.

Agoda

Supporting customer service agents to handle cases

Senior Product Designer | 2021 - 2023

When customers contact Agoda about their bookings, agents previously had to use various tools to handle a single case. We launched Athena, a case-handling tool that consolidates these siloed tools, allowing agents to focus on supporting customers.

I led the redesign and consolidation of legacy tools into a cohesive interface. Through extensive discovery, including shadowing agents and handling cases, we understood the existing state. We tested our solutions with agent focus groups, UAT, and A/B testing to create a more intuitive tool that also reduced handle time costs. After the initial migration, we created the vision for Athena, focusing on optimization, usability, and scalability.

Agoda

Enabling project managers to create agent workflows

Senior Product Designer/Product Designer | 2021 - 2023

When customers contact Agoda about their bookings, they should receive consistent outcomes regardless of the agent assisting them. Manually following Standard Operating Procedures (SOPs) created a learning curve for agents and added time to close cases. We developed Wizard, a tool allowing project managers to create automated workflows that align with our SOPs in a low-code manner.

I collaborated with over 30 project managers, developers, and product managers to co-create Wizard from its early stages to launch. Once the fundamental features were in place, we defined a vision for the long-term strategy.

Agoda

Empower customers to amend their bookings via chatbot

Senior Product Designer/Product Designer | 2021 - 2023

Waiting for agent assistance can take time, so we created a chatbot to allow customers to amend their bookings without contacting Agoda.

I designed the chatbot flows, enabling customers to cancel or change bookings, get receipts, receive booking confirmations, and more.

WWE

Bringing fans virtually into the WWE arena

UX/UI Designer | 2020 - 2021

Fans are integral to the energy of WWE shows, but during the pandemic they couldn't attend in person, impacting viewership. We replicated real-life programming by virtually bringing fans into the stadium.

I led the design for fan registration and entry into the virtual stadium. Given the high stakes of live programming, creating a simple and straightforward experience for entering the virtual arena was crucial to our success.

This experience won the Sportel Award for Virtual Fan Experience, Cynopsis Sports Media Awards for Best Tech Innovation During the COVID-19 Pandemic, and Cablefax FAXIES Awards for New Product or Launch.

View case study
US Open Tennis

Connecting players with their entourage

UX/UI Designer | 2020 - 2021

At the US Open, players typically bring their entourage to the stadium for support. During the pandemic, the audience was not allowed into the games. We created a Virtual Entourage, allowing friends and family of players to participate virtually, which was then televised to the public.

I was responsible for designing the email and admittance process to ensure the entourage could smoothly join the games.

View case study
Dallas Cowboys / AT&T

Helping operators produce the home games

UX/UI Designer | 2020 - 2021

Dallas Cowboys games at AT&T Stadium involve complex productions, with operators controlling every screen transition and media in real-time. This left little room for error and required a dedicated show person throughout the game.

We developed real-time operating software that enables operators to create and play asset playlists for predictable moments, while also providing quick access to key assets for unexpected events (e.g., touchdowns). I designed the software from sketches to wireframes to mockups.

This user-friendly solution reduced the need for a dedicated show person and allowed the team to focus on entertaining the crowd.

Dallas Cowboys / AT&T

Creating immersive experiences on game day

UX/UI Designer | 2020 - 2021

On game day, up to 100,000 fans visit AT&T Stadium to enjoy the Dallas Cowboy’s games. In the concourse there are immersive columns that fans can interact with to capture delightful moments.

I was responsible for designing a CMS tool for these columns so that operators can shoot specific content on each column for fans to enjoy.

Made for More

Creating a socially conscious marketplace

UX/UI Designer | 2020 - 2021

Made for More is a is a curated global marketplace aligning conscious designer brands with cause partners. 11% of every purchase supports the brand’s cause.

We built a website and functioning business for Made for More on Shopify. We not only developed the site but consulted on the design direction and business strategy.

View case study
Softbank

Forming strategic partnerships with tech startups and corporations for mutual growth

Project Manager | 2018 - 2019

I facilitated strategic partnerships between US tech startups and Japanese corporations. I supported the implementation of SoftBank’s technologies (AI, robotics, etc.) into the US market and developed pilot programs for US startups (Seed-Series B) to accelerate their sales expansion into APAC.

Softbank

Powering media outlets globally with fail safe technology for live broadcast

Global Account Manager | 2015 - 2018

I provided Japanese and international media outlets with telecom technology for real-time broadcasting. As an Account Manager, I secured bids and managed the delivery of broadcasts for over 100 projects.

Programs I've helped air include La Liga, Premier League, NBA, US Open Tennis, Wimbledon, the Academy Awards, and the Grammy Awards, among others.

I also received the High Sales Performance Award during my tenure.

©Yuiko Majima 2023