Hi, I am Baotran 👋
I am senior strategic UX designer who works best in complex B2B environments with specialist users and high operational stakes.
7 years building & transforming enterprise solutions for retail, supply chain, education and more.
I’m based in Helsinki, studied Digital Service Design & Quantum Technology at university and juggling between English, Swedish, Finnish, Mandarin and Korean daily.
🧰 How I work
I don't look at a single feature — I look at the whole ecosystem. The product it lives in, the products it touches, the business it serves.
Every decision I make, I check at multiple levels: does it work for the user, does it connect at the platform level, does it move the right needle? A feature that solves a local problem but creates friction upstream isn't a solution. It's a deferred problem.
The most impactful things I've designed weren't features. They were connections that drive real business outcomes.
🚀 Feature projects
1️⃣ Vendor Collaboration🤝
Before I designed anything, the user’s workflow was broken in multiple places. Here's exactly where — and what I replaced it with.
2️⃣ US Space & Assortment User Research 🔍
I observed. Then I checked the data. Found things that never appeared in any tickets — here's what I built because of it.
4️⃣ Design decisions that didn’t make it 🧯
The first idea is rarely the right one. Here are some directions I rejected — the reasoning behind each, and why what I built instead is better.
3️⃣ Unified Merchandise Solution 🗺️
I'm not only designing features. I'm designing the connections between five separate products that a retailer needs to use together. Here's the full picture.
🫶 What Colleagues Think About Me
“I've worked closely with Baotran for several years, the last of which I was her team lead. I chose her as my successor when I moved on.
What's stayed consistent across all of that time is how she communicates. She keeps everyone oriented, not through status updates for their own sake, but because she genuinely cares that the people around her can do their best work.
She took it on herself to improve dev-design collaboration by going directly to the engineers to understand their perspective, changed her own process around what she learned, then shared it so the whole team could benefit.
Her user research work has been a real strength. She led US customer research that produced clear, actionable direction for the team, not just findings. She brought new methods to sessions and presents work in ways that make decision-making easier: mapping user needs against design options and naming what is in scope before the conversation starts.
She's also one of the most fun people to work with. The kind of colleague whose presence genuinely makes a team better.”
— Satria Sutisna, Leading AIX Design @ RELEX Solutions Oy
“Baotran has made a big contribution so far this year. She’s very diligent, always open to feedback, and more than happy to work late into the evening when needed. She facilitates efficiently - the lifecycle workshop in Helsinki earlier this year is a good example, where the exercises and brainstorming activities she offered helped the team move forward.
She knows the solution very well, is often the one answering other people’s questions, and her design work is always top quality. She spends time with customer users to really understand their needs/queries/issues, and it shows in the work she delivers”.
— Gareth Beal, Product Manager @ RELEX Solutions Oy
“The interactions I have with her are always positive and impactful.
Baotran's Superpowers:
💪 Exceptionally prepared for every discussion
💪 Amazing listener, gives deep consideration to perspectives/insights she didn't have previously
💪 Consistently seeks customer/industry/RELEXian feedback, and takes action on it
No discredit to anyone else, but if everyone in the Product org. operated with Baotran's preparedness, inquisitiveness, collaborative spirit, and drive, we would have a world-class organization.
With that, I always enjoyed it when Baotran shared and drove her personal operating model with everyone she could to drive best-in-class operations in the Product organization.
I thoroughly enjoy working with Baotran in every regard, and I look forward to working with her more in the future!”
— Logan Floyd, Merchandising Consulting Manager @ RELEX Solutions Oy
🏢 Companies I’ve worked with since 2018
RELEX Solutions Oy
SLUSH Oy
Spoon Publishing Agency
Ovata Publishing Group (Cloubi)
Columbia Road Agency
Lumoa Oy