Letyco (Internal Startup by LetyShops)

Letyco is an experimental social e-commerce platform blending community interaction with cashback mechanics. I designed the product from the ground up, navigating a fast-paced, high-ambiguity environment to successfully launch its closed beta.

Note: The product is currently in a closed beta. Due to NDA restrictions, I cannot share specific product mechanics, conversion rates, or raw data. This showcase focuses on qualitative architectural approaches, cross-functional alignment, and visual craft.

Role: Senior Product Designer (May 2024 – May 2026)

1. Notification Center: From a Quick Fix to System Architecture.

The Ask

Users were missing critical events, and the initial product request was simply to "group some notifications together."

The Approach

Instead of applying a localized patch, I initiated a complete audit of the notification ecosystem. I deconstructed the existing events into atoms and evaluated them against usability heuristics, user tasks, and attention management principles.

In-app notifications
FIG. 01 — In-app notifications
Push notifications
FIG. 02 — Push notifications

The Execution

  • Scalable Architecture: Designed a unified logic matrix for both in-app and push notifications spanning five distinct domains (Following, Communication, Shopping, Community, and Cashback).
  • Systematized Logic: Defined strict rules for notification states, grouping behaviors, and context transitions (deep linking).
  • Visual Craft: Translated a dense information architecture into a clean, vibrant UI. Focused heavily on typography, custom iconography, and clear visual hierarchy to ensure instant scannability for read/unread states without overwhelming the user.
Notification center
FIG. 03 — Notification center

2. Registration Flow: Bridging Agency Vision with Engineering Reality.

The Challenge

Following a rebranding by an external agency, we received concepts for a new registration flow. While visually striking, the proposed solutions were conceptual and technically unviable for our infrastructure.

The Approach

I took ownership of grounding these creative concepts into a functional, user-centric reality, acting as the bridge between design vision and engineering constraints.

Auth flows
FIG. 04 — Auth flows

The Execution

  • Backend Alignment: Collaborated closely with backend engineers to map out complex logic and edge cases that the agency missed, including abandoned registrations and invite-code handling.
  • Tech Overhaul: The legacy flow relied on a sluggish web-wrapper. I advocated for the frontend transition to a fully native experience, significantly improving interaction quality and perceived performance.
  • UX Rationalization: Streamlined the fragmented branding ideas into a cohesive, native registration flow that preserved the emotional design language while ensuring technical feasibility and a frictionless onboarding experience.
FIG. 05 — Auth flow via invitation link