Truc Nguyen

Self Service

NativeX is an app monetization and user acquisition platform for mobile games. I lead the design of the Self Service Associate Portal, a customer facing dashboard for publishers and advertisers to manage app monetization and advertising. As a "full-stack" designer, my responsibilities run the gamut of the product development lifecycle.

What is the Self Service Associate Portal?

Previously, NativeX had an internal dashboard for our account managers to create and manage ad placements and campaigns on behalf of our customers. The goal of the Self Service project was to expose this functionality externally in an intuitive and convenient manner - to empower our partners to control their own monetization and advertising strategy without the delay of back and forth communication with an account manager. In turn, this effort would reduce operational overhead and free up internal resources. Self Service has launched in beta and is undergoing continual improvements.

Research and Planning

To validate new product initiatives, I conduct interviews with our existing and potential customers to discover what they're using for current solutions or workarounds, pain points, and work process. From insights gleaned in these interviews, we begin to understand the nature of their problems are and what kind of solution would meet their needs.

Discovering Who the User is and Their Journey

From trends and common themes revealed in preliminary user research, I start to distill these findings into design personas. Personas are a great way to crystallize and build customer empathy within an organization, to remind people who you are building the product for and what problems you're solving.

Other tools we use to formulate the end-to-end user experience are service design blueprints, which take us through a user journey and the lifecycle of product usage. These blueprints describe the user’s intention at different stages of encountering the product/service and their touchpoints with technology or other people (e.g. customer support specialist).

Giving Form to Ideas

I work with Product Management to identify problems and come up with market and functional requirements for the solutions in collaborative process that involves input from Engineering and customer facing business stakeholders. The design process varies from project to project, but when we settle on a strategy or set of solutions a PM will begin sketching out requirements which I will prototype with a round of rough wireframes exploring different design directions. We circulate these wireframes internally or externally to gather feedback, after which I will start working on a high fidelity prototype.


What's unique about my role is how I'm able to work from the end-to-end of the product development lifecyle. The product undergoes iteration and constantly evolves. I create high fidelity prototypes (in HTML, CSS and Javascript) and style guides which serve as a living, breathing specification for the interaction design of Self Service.

Working in the medium that the product will be developed in allows me to quickly translate my concepts into an artifact that users and stakeholders can play around with and poke holes in. I will represent many of the functional states and events in the prototype. When ambiguities or edge cases that are missing in requirements or prototype are revealed, I work directly with Engineering and Product Management to document what the expected behavior should be.

User Research

A side effect of having this degree of richness in our prototypes is the ability to quickly run our ideas by users. We conduct internal tests and remote usability tests where we have participants walk through tasks using our system. During these sessions, we encourage them to “think aloud” - vocalize their thought process, what they’re trying to do, what they find confusing. Through testing with real users, we gain valuable feedback on what they find is lacking or confusing that we couldn’t anticipate ourselves.

Our Process

Our process is organic and cyclical based on feedback we get from internal and external stakeholders and insights from needfinding and user testing. After identifying issues with the prototype or new opportunities, I vet revisions to the prototype and functional site and suggest design solutions with my cross functional team. This process involves working closely with Developers, Product Managers, and Business Stakeholders as we work towards sustainable solutions (tackling low-hanging fruit and laying a foundation for the long term strategy) for the user and the business.

Work Samples

I have included examples of design artifacts produced during the lifecycle of this ongoing project for features that have been publicly released. Please contact me directly for more examples of my work.

My Contribution

As the UX lead on Self Service, I am responsible for the interaction design, visual design, content and copy, and usability of the product. I create wireframes, interaction flow, hi-fidelity prototypes, and production ready front-end code. I frequently prototype in HTML, CSS, and Javascript/jQuery with Bootstrap.

I work collaboratively with Product Management and Engineering and other cross-functional units to give form to products. I consult with Marketing to establish a consistent iconographic language and tone for the Self Service. I also conduct user research in the form of customer interviews and remote usability testing.

Methods Used

Competitive Analysis

Customer Interviews


Participatory Design

Service Design Blueprints


Remote User Testing (via

Wireframing (Omnigraffle)

Copywriting and Editing

Front-End Development


Product Managers


Ad Innovation


Account Managers