Joy Yuen is the Senior Product Analyst on ZALORA’s Growth, Experimentation & Analytics team. She and her team craft and drive the narrative through a combination of numbers, anecdotes, and customer insights, shaping both product direction and strategic priorities. Joy focuses on bridging the gap between business needs and product goals, ensuring accountability on both sides to deliver an optimal user experience. As part of the Growth team, she is deeply committed to putting customers at the center, thoroughly understanding their behavior on ZALORA to identify new opportunities that drive the company’s growth.

Joy believes that while data is powerful, its value depends on how it is interpreted and what it truly reveals about the past. Drawing from her experience working on a team that democratizes data, she has observed that everyone, regardless of their role in the company, is susceptible to common analytical pitfalls. In this talk, she will highlight these traps and offer strategies to recognize and avoid them before they lead to flawed decisions. This talk is ideal for managers requesting analyses, analysts themselves, and even non-data-oriented roles that require a solid understanding of data-driven decision-making for product growth.