Mia Shairanie

About

I'm a product-focused UX designer with a love for systems, structure, and solving real user problems. With skills in project management and data analytics, I design with both empathy and logic, balancing user needs with business goals. At Sephora Southeast Asia, I improved the cross-platform shopping experience across 8 countries, integrated millions of international reviews, and boosted campaign performance by 52% through mental-model-driven navigation design. I've led UX initiatives that reduced customer service tickets, increased promo code conversion rates, and scaled internal research practices across teams. What drives me is the intersection of design, data, and process. I bring a research-first mindset to every project, use analytics to back up decisions, and love documenting workflows that help teams move faster with less friction. What I Bring: • Global Product Strategy: Expertise in designing scalable solutions across diverse markets and cultural contexts. • Data-Driven Design: Proficiency in SQL, Tableau, and Excel to analyze user behavior and validate design impact. • Cross-Functional Collaboration: Experience managing stakeholder requirements across product, engineering, and business teams. Recent Focus: Expanding my strategic capabilities through advanced data analytics and business management training to bridge the gap between user needs and business objectives. My Toolkit: Figma, Miro, Notion, Asana, Jira, Confluence, Airtable, Tableau, SQL, and more. I’m all about blending creativity and systems to help teams work smarter. Outside of work, you’ll usually find me travelling or teaming up on co-op puzzle games (design thinking, but with snacks and controllers).

Experience

• UX Designer · Sephora SEA2020-10-01 – 2022-08-01

  Led strategic design initiatives across multi-national markets and platforms, translating complex business requirements into user-centered solutions with measurable impact. Key Achievements: • Multi-Platform Review Integration: Spearheaded design strategy for integrating 4M+ product reviews across 8 countries, managing stakeholder requirements and technical constraints while identifying high-impact improvement opportunities across web and mobile platforms. • Mental-Model-Driven Navigation: Achieved 52% sales increase for Clean@Sephora campaign by conducting tree testing to understand user mental models and redesigning product discovery experience, resulting in 24.5% web and 44% app page view increases. • Customer Experience Optimization: Reduced customer service load by 13% through order tracking UI redesign, analyzing session recordings and collaborating with product management to reconstruct documentation and align stakeholders. • Conversion Rate Enhancement: Increased conversion rates by 3.52% through promo code UX optimization using competitive analysis, user flow design, and A/B testing validation. • Design System: Established scalable design standards in collaboration with designers and developers, supporting company-wide Figma adoption and creating component libraries for improved consistency. • Team Development: Mentored 4 junior designers in user research methods, product requirements documentation, and stakeholder communication.

• Junior UX Designer · Sephora SEA2018-10-01 – 2020-10-01

  Developed foundational expertise in user research and cross-functional collaboration while contributing to critical product initiatives. Key Achievements: • Crisis Response: Led design response for security breach across 4 platforms in 8 countries, redesigning password reset flows to balance user friction reduction with security requirements. • Remote User Interview SOP: Developed comprehensive remote user research SOPs during COVID-19, creating guidelines adopted team-wide for recruitment, technical setup, and stakeholder participation. • Information Architecture Optimization: Redesigned FAQ page and Zendesk workflow, reducing customer service tickets by 9% through improved information architecture and standardized support agent SOPs. • Process Optimization: Documented and streamlined UX processes across product, design, and engineering teams, improving delivery efficiency and stakeholder communication. Promoted to UX Designer following successful implementation of remote research SOPs across the entire team.

• Freelance 3D Artist/Illustrator · Freelance, self-employed2016-05-01 – 2018-08-01

  Executed end-to-end creative projects from concept to delivery, developing strong foundation in visual design, project management, and client communication through storyboarding, 2D/3D asset creation, and video editing.

Education

• DigiPen Institute of TechnologyBachelor’s Degree, Fine Art, Digital Art and Animation
• Temasek PolytechnicAnimation, Interactive Technology, Video Graphics and Special Effects

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