Vivian Li is a Senior UX Researcher at Dentsu, with six years of experience in digital marketing and three years specialising in UX research across a variety of digital projects. She plans, conducts, and analyses both qualitative and quantitative research to uncover user needs and behaviours, helping shape design decisions. Her work ranges from small layout tweaks to large-scale journey optimisations, with a proven track record of enhancing user experience, boosting conversion rates, and driving revenue growth for clients.