Hello,
It's G Vu.
I'm a UX Designer and Researcher with a background in Economics and Statistics. I approach problems with systems thinking, drawing on my multidisciplinary background to ask what infrastructure exists, who gets excluded, and what core questions need to be answered. I'm always learning from real world experiences and the people I design for.
From Classroom to Boardroom:
Realigning ABL's target audience
When tasked with reassessing Active Based Learning's website, a company creating accessible and innovative active equipment for children, the numbers told a surprising story. Despite being a national company with clients in every state, stellar website metrics, and products with little to no competition, they were losing money on targeted ads with virtually no profit.
The reason? They were marketing to the wrong audience. Here's how we put them back on track.
Hats worn: SEO Analyst | UX/UI Designer | Data Analyst
When we started redesigning this airline's booking flow, I thought the challenge would be fixing the interface. But the real challenge was learning to speak three languages at once: design, business strategy, and emerging technology. This project taught me that the best solutions live at the intersection of all three, and that empathy isn't just for users, it's for everyone on your team.
Hats worn: UX Designer | UX Researcher | UX Analyst | Night Owl
Systems Design Projects
Multidisciplinary Projects
Rebuilding from the Ground Up:
Research for Myanmar's Economic Recovery
I analyzed post-crisis recovery in Vietnam, South Korea, Rwanda, and Cuba to inform Myanmar's economic rebuilding. I started assuming technology would be central to recovery, but discovered that secure land, reliable infrastructure, and accessible education must come first. Technology supports rebuilding; it doesn't replace missing foundations.
Hats worn: Researcher
Research Intern at the International Consortium of Universities for Drug Demand Reduction (ICUDDR)
At ICUDDR, I learned that systems design doesn't always look like design. Members didn't need flashy visuals, they needed easy access to academic materials and member tracking to grow their network. For ICUDDR, they needed ways to systematically track member's and their interests, showcase scope, and build systems that let their organizations function efficiently.
Hats worn: Researcher | Graphic Designer
Games & Digital Art
Art and Coding: Pokemon patterns
These pieces took a childhood interest of mine, Pokémon, and turned them into basic artistic concepts like mandalas and pattern making. Through these projects, I learned how to design in motion and visualize automated sequences in coding. This also helped me discover ways people can interact with digital art .
Gamification and Nudges in Art
Inspired by behavioral economics and creative coding, I created these games to explore how design nudges affect player behavior. In Hungry Hamster and Fruit Basket, elements like a smiling basket and happy squirrel were designed to keep players engaged. I also experimented with different character states and asked classmates for feedback on how these visual cues influenced their experience.
Let’s get in touch!
I WOULD LOVE TO CHAT AND LEARN MORE ABOUT YOUR PROJECT