Hi! I’m Chotika, but you can call me Cho.
I’m a UX designer with over a decade of experience leading teams and managing products of all sizes—from early-stage startups to large-scale platforms. I’ve guided companies from concept to successful launch, always with a focus on building meaningful, human-centered experiences.
My current mission is to reimagine UX in the GenAI era by blending innovation, accessibility, and empathy. I believe the best design sits at the intersection of data and human insight: while metrics reveal patterns and trends, it’s the underlying emotions, needs, and motivations that give those numbers life. This holistic approach allows me to create experiences that are not only data-informed but also emotionally resonant—functional yet deeply engaging.
In practice, I move fast and validate early. I often prototype lean, using Wizard-of-Oz simulations to test AI interactions before heavy development begins. I define clear “done” criteria, time-box iterations, and refine continuously through both team collaboration and real-user feedback.
If I have a flaw, it’s perfectionism—but I’ve learned to channel it productively. By trusting feedback loops and focusing on real impact over endless polishing, I ensure that “good” doesn’t just mean finished—it means effective, delightful, and meaningful.
My Journey
My UX adventure began in 2014 at IDEALE Co., Ltd., where I cut my teeth designing multiple websites each month. As a junior, I learned the ropes of wireframes and visual polish - and by the end of my seven-year stint,
I’d helped the team achieve a 99% client satisfaction rate while doubling our delivery speed.
In 2021, I joined Krungthai NEXT to tackle banking’s complex workflows. Partnering with researchers and product managers, I led end-to-end UX sprints—from sketches to high-fidelity prototypes—that drove measurable growth.
A year later at Happy Fresh , I dug into user interviews and data, revamping our design language to boost retention and usability across the grocery app.
My next stop was Malaysia Airlines, which became the most challenging and the best large scale project of my career. Over two years of rebranding and leading a talented team, it was an absolute pleasure working with the airline to craft a unified design system and introduce smart interaction patterns, then ship the product live.
Soon after, I brought that expertise to AppSynth (Deloitte), elevating both the 7-Eleven delivery app and Home Pro marketplace (Thailand Home Depot) launching a new design system that lifted engagement by 20%.
Most recently at Team System Srl, I’ve been mentoring 50+ designers and running stakeholder workshops to reshape our HR portal and mobile app.
Today, I’m channeling all of those lessons into two bold startups: Wait Buddy, where I’m designing a conversational AI menu and seamless ordering flow for hospitality, and Sonica, where I’m building a one-stop royalty platform to help musicians register, track, and get paid.
Every step has sharpened my ability to fuse data insights with deep empathy—and I can’t wait to see where the next chapter of UX in the GenAI era takes me.
About Me
I’m driven by curiosity and creation—whether I’m meditating and journaling to spark new ideas, diving into neuroscience to understand how people think, or pushing my limits in Muay Thai to build resilience and focus. I’m equally at home exploring global cuisines, experimenting with Thai-Italian fusion in the kitchen, and collecting stories and flavors on my travels. As a music curator and DJ, I blend experimental jazz and electronic sounds to set the vibe, and I love collaborating on art projects that amplify other creatives’ voices.
At my core, I’m a community builder: I mentor aspiring designers, host idea-sharing sessions, and believe that every challenge has multiple clear, comprehensive solutions—there’s rarely one “right” way, but the goal is always to solve effectively. That mindset fuels my work: grounding every design in deep empathy and data, aligning business goals with user needs through clear OKRs, and architecting AI components that stay transparent and user-controlled.
Fun fact: I’m a full-fledged “Thai-talian” — born in Thailand, raised in Italy, and fluent in both languages. I love to cook and host dinner parties, and I’m just as happy whipping up spicy Thai curries as I am perfecting a classic carbonara!
Need a quick UX Analysis? Book a FREE 30 min consultation
Let’s talk
Hi!
I’m Chotika, but you can call me Cho.
I’m a UX designer with over a decade of experience leading teams and managing products of all sizes—from early-stage startups to large-scale platforms. I’ve guided companies from concept to successful launch, always with a focus on building meaningful, human-centered experiences.
My current mission is to reimagine UX in the GenAI era by blending innovation, accessibility, and empathy. I believe the best design sits at the intersection of data and human insight: while metrics reveal patterns and trends, it’s the underlying emotions, needs, and motivations that give those numbers life. This holistic approach allows me to create experiences that are not only data-informed but also emotionally resonant—functional yet deeply engaging.
In practice, I move fast and validate early. I often prototype lean, using Wizard-of-Oz simulations to test AI interactions before heavy development begins. I define clear “done” criteria, time-box iterations, and refine continuously through both team collaboration and real-user feedback.
If I have a flaw, it’s perfectionism—but I’ve learned to channel it productively. By trusting feedback loops and focusing on real impact over endless polishing, I ensure that “good” doesn’t just mean finished—it means effective, delightful, and meaningful.
My Journey
My UX adventure began in 2014 at IDEALE Co., Ltd., where I cut my teeth designing multiple websites each month. As a junior, I learned the ropes of wireframes and visual polish - and by the end of my seven-year stint,
I’d helped the team achieve a 99% client satisfaction rate while doubling our delivery speed.
In 2021, I joined Krungthai NEXT to tackle banking’s complex workflows. Partnering with researchers and product managers, I led end-to-end UX sprints—from sketches to high-fidelity prototypes—that drove measurable growth.
A year later at Happy Fresh , I dug into user interviews and data, revamping our design language to boost retention and usability across the grocery app.
My next stop was Malaysia Airlines, which became the most challenging and the best large scale project of my career. Over two years of rebranding and leading a talented team, it was an absolute pleasure working with the airline to craft a unified design system and introduce smart interaction patterns, then ship the product live.
Soon after, I brought that expertise to AppSynth (Deloitte), elevating both the 7-Eleven delivery app and Home Pro marketplace (Thailand Home Depot) launching a new design system that lifted engagement by 20%.
Most recently at Team System Srl, I’ve been mentoring 50+ designers and running stakeholder workshops to reshape our HR portal and mobile app.
Today, I’m channeling all of those lessons into two bold startups: Wait Buddy, where I’m designing a conversational AI menu and seamless ordering flow for hospitality, and Sonica, where I’m building a one-stop royalty platform to help musicians register, track, and get paid.
Every step has sharpened my ability to fuse data insights with deep empathy—and I can’t wait to see where the next chapter of UX in the GenAI era takes me.
About Me
I’m driven by curiosity and creation—whether I’m meditating and journaling to spark new ideas, diving into neuroscience to understand how people think, or pushing my limits in Muay Thai to build resilience and focus. I’m equally at home exploring global cuisines, experimenting with Thai-Italian fusion in the kitchen, and collecting stories and flavors on my travels. As a music curator and DJ, I blend experimental jazz and electronic sounds to set the vibe, and I love collaborating on art projects that amplify other creatives’ voices.
At my core, I’m a community builder: I mentor aspiring designers, host idea-sharing sessions, and believe that every challenge has multiple clear, comprehensive solutions—there’s rarely one “right” way, but the goal is always to solve effectively. That mindset fuels my work: grounding every design in deep empathy and data, aligning business goals with user needs through clear OKRs, and architecting AI components that stay transparent and user-controlled.
Fun fact: I’m a full-fledged “Thai-talian” — born in Thailand, raised in Italy, and fluent in both languages. I love to cook and host dinner parties, and I’m just as happy whipping up spicy Thai curries as I am perfecting a classic carbonara!
Need a quick UX Analysis? Book a FREE 30 min consultation
Let’s talk