Mai-Linh is a German-born and London-based Product Designer whose architectural and cross-cultural background shapes her approach to user experiences. As a critical thinker, she blends rationality and cultural sensitivity, empathises with diverse viewpoints and connects with an international audience.
WORK ↘
2023 – 2024
Phoebe Philo
ROLE:
Product Designer in the Digital Team
Phoebe Philo is a luxury fashion startup. The brand launched their debut collection exclusively on their website in October 2023.
The launch was long awaited by devoted fashion fans.
Phoebe Philo is an English fashion designer, and former creative director of fashion brands Céline and Chloé. 'Her work at Céline redefined what women aspire to wear, with her minimalist aesthetic, clean lines and tonal colour palette gaining traction with critics and consumers alike. Consistently name checked by fashion insiders as the label they want to wear, Philo successfully revived Celine, recasting it as central to each season’s fashion dialogue.'
2022 – 2023
The Telegraph
ROLE:
Product Designer in Subscriptions
(Subscriber Acquisition & Retention)
The Daily Telegraph, known online and elsewhere as The Telegraph, is a national British daily broadsheet newspaper published in London and distributed across the United Kingdom and internationally.
As part of the product design subscriptions team, my role revolved around driving impactful projects aimed at elevating user experiences and boosting subscriber retention.
I worked on initiatives such as the redesign of the subscriber acquisition experience, the improvement of both the onboarding and cancellation journeys, win-back campaigns, and many more. By designing and facilitating interactions with a user-centric approach, subscribers were kept engaged, resulting in tangible reductions in churn rates and the cultivation of enduring customer loyalty.
Subscriptions represent 51% of Telegraph Media Group's revenue, driven by a 31% increase in digital subscriptions revenue.
Checkout Optimisation
Print Migration
The Coronation Shop
2022
BVG
Transport & Ticket App Redesign
(self-initiated)
The BVG (Berliner Verkehrsbetriebe) is the main public transport company in Berlin. It manages the city’s underground, tram and bus services.
This project was dedicated to discover the needs and pain points of people using the BVG app.
2022
Odessa Hotel
Booking experience
at UX Design Institute
With Booking.com, many hotels are experiencing a decline in direct bookings. Their booking processes can lack user user-friendlyness, leading customers to third party aggregators or competitors. Booking.com's popularity stems from its intuitive interface and comprehensive information, which many hotel websites lack. Despite its convenience, Booking.com charges comissions for each booking, incentivising hotels to increase direct bookings.
The challenge then becomes: How can hotels deter users from booking through Booking.com and encourage them to complete bookings on their own platforms?
2022
Culture Clue
Travel Guide App
(self-initiated)
Culture Clue is a travel guide, but unlike conventional travel guides, this app is not about sightseeing, the best places to visit, nor where to eat. The idea behind this project is to create a travel guide containing basic information about the country’s culture. Whilst also making travellers aware of their manners and etiquette, or even oddities, which might be unique to that country.
