In today's competitive digital environment, where user expectations continue to rise, design must go far beyond aesthetics. Effective design is about solving problems, delivering value, and building meaningful connections with users. Digital products must strike a balance between functionality, usability, and visual appeal while addressing challenges unique to their industries. For businesses striving to stand out, design must also produce measurable outcomes, such as increased conversions, improved user retention, and enhanced trust.
Bryan Oh, a seasoned Product Designer, exemplifies this approach. More than a creative innovator, he's a results-driven expert who focuses on creating user-centered designs that make an impact. Having worked across industries as varied as luxury, construction, sports, technology, and beauty, Bryan specializes in enhancing digital products to thrive in even the most competitive markets. His expertise lies in solving real-world challenges and communicating value effectively to users, ensuring that every design goes beyond aesthetics.
The results of his work are striking: boosting conversion rates and optimizing checkout flows in his work with Superliminal, fostering trust and satisfaction at Auction Technology Group with improved payment systems, and increasing registration and retention for Grow with Google's program through personalized onboarding. Each project reflects his deep understanding of user experience and his ability to craft solutions tailored to specific needs, even within highly complex digital ecosystems.
We had the opportunity to speak with Bryan about his design process and his approach to collaborating with the diverse clients he serves with Superliminal. This article offers a closer look at how Bryan's user-focused design principles drive exceptional results and redefine what digital design can achieve.
Designing for Diverse Audiences
Immersion in each brand's core identity serves as the foundation of Bryan's approach to designing for diverse industries. "I immerse myself in understanding a brand's core audience by delving into its values, mission, and the narrative it strives to convey," he explains. By researching user demographics, preferences, and personas, Bryan uncovers essential insights that shape his design strategies. This process also involves studying market trends and analyzing how similar audiences are engaged within adjacent industries.
"The result is a well-rounded perspective that informs the comprehensive design brief," he adds, ensuring that solutions are not only tailored to user needs but also aligned with the brand's vision and long-term goals. By combining detailed research with a deep understanding of audience behavior, Bryan delivers impactful designs that resonate across various industries.
Turning Insights into Action
During a project with a beauty brand, the depth of Bryan's commitment to user research became clear as he focused on enhancing the customer site experience by gaining a deeper understanding of user behavior. "I conduct user research and interviews to learn their motivations in product buying and the in-depth process that consumers will go to educate themselves on the product and its benefits," he explains. These interviews helped establish detailed customer profiles and shopper personas, offering a clearer picture of their motivations and needs when browsing the site. This process allowed Bryan to identify specific areas of the site that could be optimized to meet user expectations better.
One key insight from the research was the critical role of product education in building trust. "Users felt empowered with knowledge about the products, which helped to foster confidence in their purchasing decisions," Bryan shares. By prioritizing transparency and ensuring the site provided valuable information about product ingredients and benefits, he was able to create an experience that strengthened the brand's connection with its audience while meeting their evolving expectations.
Building Trust through UX
When working with a beauty brand, Bryan identified transparency as a critical factor in enhancing the user experience. Through user testing and research, he discovered that customers were increasingly focused on health and wellness, seeking detailed information about skincare ingredients, their purposes, and their benefits. "They value community trust, often relying on reviews to gauge other customers' experiences and build confidence in their purchasing decisions," he explains.
Using these insights, Bryan optimized the client's website by emphasizing product transparency and prominently featuring user reviews. These changes created a more trustworthy and
user-focused experience, empowering customers with the information they needed to make confident purchasing decisions. The result was an increase in customer engagement and satisfaction, as the brand's commitment to openness fostered stronger connections with its audience.
Redefining User Journeys
Bryan approaches user journey mapping by identifying key moments and paths for interaction that guide users through intuitive flows. In a recent project for a sports app, he reimagined the platform to enhance usability while maintaining its bold, competitive energy. "I like to start off with creating key moments and paths for interaction," he explains, ensuring that these touchpoints evolve into a cohesive system through iteration and collaboration.
For the app redesign, Bryan focused on prioritizing essential flows, such as competition sign-ups, to streamline the user journey. Less frequent processes, like payment input, were moved into more discreet areas to minimize distractions. By embracing an iterative design
process, testing, and refining each component, he delivered an app experience that met user needs with clarity and efficiency. The result was a seamless and engaging platform that captured the excitement of competition while delivering practical functionality.
Adapting to Client Needs
Empathy serves as the cornerstone of Bryan's ability to manage relationships with clients across a wide range of industries. "Designing with empathy is what's essential to my approach," he explains, highlighting the importance of understanding the distinct priorities and needs of each user group. Whether crafting elegant, storytelling-driven experiences for luxury brands or creating efficient backend tools for sellers managing payments, Bryan tailors his design approach to align with specific user expectations.
This adaptability allows Bryan to deliver solutions that resonate with both clients and their audiences. By embracing the diverse challenges posed by different industries, he refines his understanding of user behavior and ensures his designs remain both functional and meaningful. His empathetic mindset not only enhances his work but also strengthens client relationships, fostering collaboration and trust throughout the design process.
Solving Challenges with Creativity
Faced with tight constraints in his work with Mahir Digital Bersama Google, Bryan leveraged creative problem-solving to redesign the user flow and interface for participants registering for business education courses. "Every project has its own constraints, but I see this as a chance to push my creativity in new directions," he shares, reflecting on the challenges of implementing impactful changes with limited backend and engineering adjustments. His solution centered on two key strategies: prioritizing a mobile-first approach and emphasizing user education.
Given that mobile users constituted the majority of site visitors, Bryan focused on optimizing the mobile experience. He improved navigation and refined how information was displayed, ensuring users could easily access details about course availability, prerequisites, and content. By addressing pain points that hindered mobile usability, these targeted enhancements made the site more intuitive and accessible. The result was a smoother registration process that empowered users with the confidence to enroll, driving both user retention and engagement.
Iterating for Impact
The ultimate measure of design success lies in the user's ability to navigate a platform seamlessly and process information without feeling overwhelmed. "While metrics are important from a business perspective, the impact I focus on is the experience of the end user," he explains. This approach was exemplified in his work with a luxury tile brand, where a growing number of product collections had led to a cluttered navigation experience that made it difficult for users to browse efficiently.
To address this, Bryan redesigned the site's navigation bar, reorganizing it to accommodate the client's evolving needs while ensuring users could still access information intuitively. By reconfiguring the structure to balance new business priorities with user-friendly design, he demonstrated how problem-solving in design is a constant, iterative process. This adaptability not only met the client's goals but also provided users with a streamlined experience, reinforcing Bryan's commitment to creating solutions that evolve alongside both user expectations and business demands.
Inspired by Design Everywhere
Bryan finds inspiration for his work in the world around him, drawing from everything from the rich color palettes of 19th-century paintings to the intricate composition of storefront displays. These diverse influences inform his approach to crafting wireframes and designing digital experiences, allowing him to create solutions that are both innovative and visually engaging. His deep appreciation for design in all its forms fuels his passion for exploring new ways to enhance the digital landscape.
As digital products become increasingly central to everyday life—shaping how people read the news, pay bills, or connect with others—Bryan is motivated by the limitless potential of designing for this evolving space. "The limitless potential of designing the digital world is both inspiring and humbling," he explains. His drive lies in creating smooth, beautiful, and memorable experiences that are not only functional but also accessible, leaving a meaningful impact on the lives of everyday users.
Bryan finds inspiration in the boundless possibilities of digital design, driving him to craft beautiful, seamless, and memorable experiences that are both accessible and impactful for everyday users. His design philosophy balances achieving tangible business results with creating positive user experiences, prioritizing metrics like conversion and retention rates to ensure his work attracts and engages users effectively. This article highlights Bryan's innovative approach to design and his ability to deliver meaningful outcomes for clients. For designers, his work serves as a reminder to continually refine their processes to serve both clients and their audiences better while staying at the forefront of user-focused innovation.
