Balancing UX with Business Goals: I learned how strategically placing curated content (like weekend trips) on the home screen doesn't just improve discovery—it directly drives company revenue and user acquisition

• Simplifying Complex Legacy Data: Redesigning a massive public utility taught me how to reduce heavy cognitive load. The goal isn't just to make it look modern, but to make dense data readable and accessible.

  
  

• Bridging Digital and Physical Worlds: Designing features like station mapping showed me that a travel UX doesn't end when a ticket is booked; the app must seamlessly guide the user through their physical environment (terminals, bays).

  
  

• Building Trust Through Proactive Support: Integrating real-time AI assistance taught me how crucial instant reassurance is during stressful, high-anxiety moments like payments or boarding.