As Lead Product Designer, I was responsible for the end-to-end design of iOS and Android applications, leading a product design team and contractors. Beyond design, I played a strategic role in integrating analytics, conducting market research, and shaping the product roadmap.

I led the design and development of PUNCH short-format video social platform, which featured an extensive toolset, including:
• AR face filters for creative expression.
• AI-powered text generation to assist in songwriting.
• Voice-processing tools for real-time audio enhancements.

To ensure a cohesive and scalable user experience, I established design frameworks that streamlined feature development and allowed for future growth.

I introduced integrated analytics to measure engagement and track key product metrics, helping the team maintain a data-driven focus. Additionally, I was actively involved in:
• Market research to refine user needs and competitive positioning.
• Roadmap planning & feature prioritization to align design with business goals.
• Web presence management to support the app’s marketing and community growth.

PUNCH gained strong early traction, building a dedicated community of songwriters and generating interest in the music industry. The app directly contributed to the creation of new talent, multiple music singles, and even full albums. By combining strategic UX design, data-driven insights, and innovative music tools, Punch carved out a unique niche in the creator-driven social app space.