Digital Product Portfolio & Strategy Manager
Priscilla
Karen Yau
From regional implementation lead to product visionary, I oversee cohesive, end-to-end journeys across APAC.
My core lies in product strategy — translating complex business goals into intuitive digital experiences.
I drive alignment through rigorous primary research and data-backed prioritization — partnering closely with development, design, customer service, operation, and compliance teams to ensure every touchpoint is best-in-class.
Acquisition
Rate & Transit
Time App
Turning browsers into shippers.
A targeted UX experiment to convert guest users into account holders through strategic pricing visibility.
Strikethrough Pricing
Leveraged psychological anchoring by showing strikethrough prices to highlight potential savings and stimulate curiosity.
Moment of Delight
Embedded a low-friction call-to-action framed around "You could be getting this rate."
Permanent Integration
Based on its proven record of success, this acquisition flow was cemented as a permanent feature of the core experience.
Mobile
Mobile Shipping
Experience
Frictionless shipping on the go.
A lighter, mobile-first version of the desktop application — designed for shippers on the move. Every step is optimized for touch, with visual cues replacing complex text inputs.
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1
Region Select
Localized entry point.
2
SSO Login
Social media integration.
3
Guest Login
Mobile number access.
4
OTP Security
Ensuring verification.
5
Visual Progress
Top step-by-step bar.
6
Address Dropdown
Reducing manual entry.
7
Visual Packaging
Easy box selection.
8
Service Selection
Cost & time at fingertips.
9
Visual Items
Clear document vs box.
10
Detailed Breakdown
Dropdowns for categories.
Streamline
Account Opening
Application
From 3 days to same-day activation.
Shifted onboarding from paper to a fast digital flow, cutting setup time and errors.
01 Research & Benchmarking
Competitive analysis on process and internal requirements. Developed high-fidelity prototypes for customer interviews and iterated.
02 Pilot to Regional Scale
Started as a city pilot and then scaled regionally based on proven success.
03 Enhanced CX Features
Virtual assistant, welcome discounts, and automated emails elevate the onboarding experience.
Scale
Core Shipping
App
Scaling to 20+ APAC markets.
Designed to serve both experienced users and first-time shippers with step-by-step guidance.
Dual-View Architecture
A step-by-step guided flow for novices, alongside a single-page power view for experienced shippers.
E-Commerce Integration
Proactively integrated with key platforms during the pandemic surge to capture new prospects.
Optimize
Emerging Technology
Reducing friction through AI.
Utilizing AI and data to streamline the customer experience, reduce manual work, and eliminate errors — improving delight at every touchpoint.
AI Image Recognition
Allowed customers to upload images to auto-fill item information, drastically reducing manual typing and data entry errors.
Data-Driven Personalization
Leveraged large-scale shipment data to pre-fill forms and streamline workflows for high-volume shippers.
Align
The Way I Work
Aligning teams with the “Why”.
“To truly resolve a problem, one should understand the problem and feel the pain.”
Fostering deep empathy by using AI-generated video and hard data to drive cross-functional prioritization — helping developers and designers instantly understand and visualize the customer's struggle.
Visualizing the Pain Point
Translating complex data into AI-generated videos so developers and designers instantly understand and visualize the customer's struggle.
Data-Driven Prioritization
Combining visual storytelling with quantitative data to align cross-functional teams on what solutions to build next, and exactly why they matter.