Portfolio / Selected files / 2019 - 2026
I design how a product works, from research to prototypes, and how it looks, down to the last campaign asset. Seven years in advertising, based in Bangkok.
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Thai Yamaha Motor, LINE Marketing Automation
Riders kept forgetting when their free check-ups were due. MY YAMAHA moved from a separate app into LINE, with every bike, check-up period, and coupon in one place.
National Telecom Public Company Limited
A national telecom seen as "reliable, but old" wanted to reach a new generation. Our answer: Everyone's Digital Heroes.
SCB Protect, Easy Health Top Up by FWD
Health insurance you can buy online in one go, with every option and condition still on show. The journey became the base for three more products.
Thai Life Insurance, GenAI lifestyle assistant in LINE
A GenAI friend in LINE that helps people plan time with the ones they want to spend their life with, from the first idea to the last memory.
Campaign and social work, 2019 to now
The visual side of my work, for brands across automotive, telecom, retail, property, and health. Highlights above rotate from the client folders below. Open a folder to see more.
International awards for projects I designed on or contributed to.
| Year | Award | Category | Project | |
|---|---|---|---|---|
| 2025 |  W3 Awards, Silver | Marketing Features: Best Use of AI in Marketing | Thai Life Insurance, LiveBright | |
| 2024 |  W3 Awards, Silver | General Marketing: Innovative & Experimental | Thai Yamaha Motor LINE Marketing Automation (MY YAMAHA) | |
| 2023 | WebAwards, Best Telecommunication Website | Best in Industry, Telecommunication | NT PLC Website |
The same structure on every project, so teams always know where things stand.
Step 01
Interviews, surveys, and behavioral data.
Step 02
Insights, user flows, and information architecture.
Step 03
Wireframes, prototypes, and UI on a shared design system.
Step 04
Usability sessions with real users, then revise.
Step 05
Clean handoff, visual assets, and motion.
>40%
Less production time. AI-powered tools and agents take care of the repetitive work, so I can spend more time on the thinking.
SS-05 / Client folder /
← → to switch folders / Esc to stack them back
Thai Yamaha Motor / 2022 - 2023 / UX/UI redesign
From an app riders had to download to a page inside LINE, so no free check-up gets missed.
App → LINE LIFFVML & Mirum ThailandW3 Silver2024, for the wider LINE system01 / The problem
free check-ups come with every bike. Miss one, and it's gone.
The old app showed one plan date. But a check-up is due by distance or time, whichever comes first.
Riders had to download it, then remember to open it.
The app it replaced
The retired My Yamaha app. Download it, open it, find your bike in it — one more app for one job.
Yamaha was building a LINE marketing automation system to reach every rider. MY YAMAHA became its after-sales step: a page inside LINE that answers one question, "When is my next free check-up?" Each free check-up shows up as a coupon, with the period it should happen in.
Rebuild MY YAMAHA as a self-service page inside Yamaha's LINE, for up to three bikes per owner. As the after-sales step of the new system, it had to work with the data the system already had.
02 / What I learned
So I designed for the everyday rider: show the next check-up first, as a period they can plan around, not a date that feels like a deadline.
Riders drop off at step 03. The reminder is where the old date failed them.
03 / The solution
Where my part sits
The wider system belongs to the team. The red box is what I designed.
Screen 01 / Home
Screen 02 / Coupons / Turning point
Screen 03 / My Bike
Built on Yamaha's web visual system, so it feels like the brand from the first tap.
Screen 04 / Service rating
Reached from the latest-visit card on Home — no menu to hunt through.
My proposal, adopted in the final designMore / Beyond the three tabs
Before → After
The same thank-you and rating card, moved from the old app's Message tab into the LINE chat riders already use.
AFTER / In LINEBrief concept, Nov 202204 / Outcome
MY YAMAHA is the after-sales step (Workflow 04) of Thai Yamaha Motor's LINE Marketing Automation, built with VML & Mirum Thailand. The system won Silver at the W3 Awards 2024 in General Marketing: Innovative & Experimental.
The agency's case lists two results for the system: cleaner, up-to-date customer data, and stronger engagement with Yamaha's membership program.
National Telecom PLC / 2022 - 2023 / Visual direction + UI
A "reliable but old" state telecom, retold through the people it connects.
Showreel: concept, motion + edit by me
01 / The problem
TOT and CAT Telecom merged into NT in January 2021. One new name, two old images.
Many people still saw NT through TOT's dated image.
Source / UX team researchThe homepage opened on a glowing globe and network lines. No people in sight.
Source / ntplc.co.th, Jan 2023After the merger, NT needed one website for one new brand. It had to make a new generation see NT as current and made for them, from the homepage to careers.
One of three designers. I set the visual direction with the Senior Designer, then designed many of the site's screens with the team. I also made the showreel, from concept to edit.
02 / The idea
The UX team found the brand didn't speak to a younger audience. So we stopped selling the network and showed the people on it, from an online seller in the city to a farmer in the field. They are the heroes. NT stands behind them.
A brand known for poles, cables, and a globe.
A brand the new generation sees in its own digital life.
Homepage / Before → After
Drag to compare
Visual DNA
Everyone's Digital Heroes
Latin: NT / Fallback: Archivo
03 / The solution
Page 01 / Home
Pages 02 - 03 / Products
Pages 04 - 05 / News + Careers
04 / Outcome
The NT website won Best Telecommunication Website at the 27th WebAwards by the Web Marketing Association: the top score in its category for 2023. Independent judges score every entry on seven criteria, including design, ease of use, and copywriting.
Three years on, ntplc.co.th still runs on the same structure: the yellow top bar, pill buttons, white cards, and section titles.
SCB Protect x FWD / 2022 / UI Design
Health insurance online. Easy to buy, nothing hidden.
01 / The problem
A word that means nothing until you see the bill.
Source / Competitor reviewEvery add-on moves the price. A surprise at checkout loses people.
Source / Data teamMany want to compare, ask someone, or come back first.
Source / Data teamTwo UX Supervisors drew the wireframes. I designed the UI for every screen, and we refined it together.
02 / The principle
03 / The solution
Three steps on the progress bar: Coverage, About you, Payment.
Screen 02 / Product detail
Screen 03 / Add-ons
Screens 04 - 05 / Health + Form
04 / Outcome
The journey worked well enough that SCB Protect reused it for three more health products. The brand became InsureX in 2026, so these pages are no longer live in this form.
Thai Life Insurance / 2024 / Art direction + UX/UI
A GenAI friend in LINE that helps people plan time with the ones they love.
LINE OA + LIFF
Showreel: concept, motion + edit by me
W3 Silver2025, Best Use of AI in Marketing01 / The problem
A rushed life leaves no room to plan the things you love.
Source / Brand + strategyPlans with the people who matter keep getting pushed back.
Source / Brand + strategyUntil the moment has passed. Hence the campaign: Live Life with no Regret.
Source / CampaignLife insurance is usually sold through risk. Thai Life's campaign turned it around: you protect a life so you can live it. LiveBright was the part people could use, not just watch.
Thai Life wanted more than a film. Alongside "Live Life with no Regret", it launched LiveBright, a free GenAI assistant in LINE OA @ThaiLifeInsurance that turns inspiration into real plans.
Team of 4: 1 Lead, 1 Senior, 2 Juniors. I worked on the art direction, designed the mascot and title, designed the onboarding flow and many key screens, and made the LINE social posts.
02 / The insight
So LiveBright does the planning, and people just show up with the ones they love.
Who it's for
Eight audience profiles, defined by relationship, not age or income.
More DINK couples were raising dogs like children. So the dog counts as family too, and these couples got a clear place in the story.
03 / The solution
World / Art direction + mascot
Flow / Onboarding survey
Each screen asks one thing, with pictures instead of fields. The answers to "who" and "what" decide which persona the AI writes for.
Persona framework / What the answers become
Screen 04 sets the audience. Screen 05 sets the interest. Together they pick one of 32 personas, and every article, plan and to-do list is written for that persona.
Example: the plan in Feature 02 was written for Dog × Travel.
How the AI works / Curated, not scraped
Onboarding tells LiveBright who you are and who you want to spend time with. An LLM matches that to places gathered from Google Maps, and the team flags part of the list by hand, so the model learns what most people would pick.
Feature 01 / Bucket list idea
Feature 02 / Smart planning
Scroll inside the screen ↓
Feature 02 / The plan, in full
Feature 03 / To-do list
Feature 04 / Reminder
Feature 05 / Monthly wrap-up
The wrap-up names your persona, counts what you planned and did, and shows the people you spent time with. The same card works for one cat or eight people.
Social / LINE posts
Supporting / Campaign artwork
More / Screen wall
04 / Outcome
LiveBright won Silver at the W3 Awards 2025 in Marketing Features: Best Use of AI in Marketing, entered by Mirum Thailand.
"A generative AI-powered platform that uncovers your personalized bucket list, by your life stage and lifestyle, helping you embrace unforgettable experiences with the people who matter most."
Launched with the "Live Life with no Regret" film in LINE OA @ThaiLifeInsurance, October 2024.