UX and content designer. problem solver. always makes too much pasta.

Who is Hoi?

I’m a UX and content designer, problem solver, and bridger of product and brand.

A person standing inside the Hagia Sofia in Istanbul, Turkey.

At the Hagia Sofia, one of the most amazing places in the world.

 

When I first told my parents I wanted to be a writer, I was 4 years old.

To which they replied: "That's great, but please get a real job."

So I went to school in three different cities, aced my senior year chemistry final, defied Chinese stereotypes and went to design school instead, worked in a record store, graduated from design school, designed Flash websites like it was 2005 (it was 2006), became an account manager — and had a quarter-life crisis.

At which point I thought: "This is a really unnecessary and painful way to become a writer."

So I stopped crying, quit my job, left Sydney, and came to San Francisco to be a copywriter.

Today, I get to design with words. I solve problems with my whole toolbox: the design, UX, project planning, and writing skills that I’ve gathered and honed over the last two decades. And yes, mom, this really is my real job.

 

 

 

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