Business/Strategy
Business strategy has always been an important part of my life. I am taking entrepreneurship classes at Berkeley and I studied business during my undergrad at UCLA. Through writing business reports, making strategic plans, and analyzing different industries, I was able to not only gain business sense, but also view design research in a more comprehensive lens.
Smart Home Energy Management Pitch (Berkeley SCET Dirty Dozen Challenge)
At UC Berkeley’s SCET “Dirty Dozen” challenge, I co-developed HomeSense, an IoT-powered home utility tracker that helps households reduce energy waste. I contributed to the business model design, user journey mapping, and prototype concept for our AI-assisted energy management system. Our solution, positioned as the “Fitbit for home utilities,” received strong feedback for its clarity and environmental impact.
Market Entry Solution for Doordash (BCG x UCLA Case Competition)
Product Testing for Scratch
In my first year at UCLA’s CRESST, I helped assess the effectiveness of Scratch by developing a learner module task. I piloted the task among students in the same research cohort and collected feedback on the efficacy of the module. I wrote a paper on how I developed a means for analyzing debugging behavior among students as they use the platform
Venture consulting for non-profit
Business analysis for Waymo
As part of UCLA’s Social Enterprise Academy, this six-month venture consulting project aims to support PS I Love You, a non-profit organization dedicated to enhancing the social and emotional well-being of children. Recognizing the critical need for mental health support in schools, particularly in light of challenges amplified by the pandemic, PS I Love You strives to bridge the gap in social and emotional learning (SEL) for elementary and middle school students through its Love4Life and Yoga123 curricula.
Business analysis for Peloton
In this project, we analyzed Peloton's strategic shift from a hardware-focused revenue model to a hybrid approach that emphasizes digital content and subscriptions. Our analysis explored how Peloton adapted to changing consumer behaviors and increased competition by diversifying its revenue streams, reducing reliance on equipment sales, and building a scalable model centered around community-driven digital engagement. This pivot has positioned Peloton for sustainable growth, leveraging subscriptions to create a loyal user base and more consistent revenue.
I created an executive summary about Waymo facing pressure expanding to areas beyond San Francisco for my business writing class. This report examines the conflict between Waymo and California regulators over the safety of robotaxis. It explores Waymo’s push for expansion, recent safety incidents, and rising public concerns, alongside state regulators’ call for stricter oversight. We analyze both parties' positions and propose solutions to balance safety with technological progress in autonomous vehicle integration.
Design Strategy for Healthy Aging
In the BCG case competition, my team conducted a market analysis for DoorDash’s potential entry into China. I led the strategy and research sections, evaluating competitors, regulatory barriers, and user behavior. We proposed a three-phase plan emphasizing ethical branding, high-end market positioning, and autonomous delivery. Our recommendations were praised for combining business scalability with social responsibility.
After taking a psychology class about aging with Dr. Alan Castel at UCLA, I developed interest in doing research on aging with older adults. I collected data from older adults and continued this design project under the guidance of PHD students at the lab. I was able to refer to psychological frameworks that identify helpful activities for memory enhancement and created design suggestions for creating an app for older adults to engage in autobiography writing.
Marketing Strategy for Sports Apparel
I interned at a sports apparel company as a marketing intern earlier during undergrad. This marketing strategy plan outlines the launch approach for Maia Active's new apparel line in collaboration with Sailor Moon. Through social media campaigns, influencer partnerships, and themed pop-up events, we aim to generate excitement, reach new audiences, and strengthen Maia Active's brand presence in the activewear market.