# Amanda Jingshu Liu > Product Designer | Upstream Thinker | AI & Health Tech | Making complex problems concrete Location: San Francisco Bay Area, United States Profile: https://flows.cv/amandajingshuliu Product designer with a strength in sensemaking, alignment, and early-stage strategy. I don't just explore ideas — I force them into clear structures teams can ship from. My background sits at the intersection of consumer AI, digital health, and growth design. At GraphWear I translated continuous glucose data into behavior-changing interfaces for everyday users. At Sorta AI I owned 0→1 product design end-to-end. Most recently I ran paid media A/B testing across Instagram and Reddit — 5 message variants, 11K+ impressions — to inform a full brand repositioning for CCA's Design MBA program. I work best upstream: before the brief is locked, when the problem still needs a shape. ## Work Experience ### Brand & Growth Strategist (Volunteer) @ California College of the Arts Jan 2025 – Jan 2026 | San Francisco Bay Area Led brand strategy and paid media experimentation for the CCA Design MBA program rebranding — diagnosing a top-of-funnel visibility problem and translating it into a testable, data-backed positioning framework. • Designed and ran a multi-channel paid media A/B test across Instagram and Reddit — 5 message variants, $300 budget, 3 days — generating 11,373 impressions and 101 link clicks on Meta • Identified "Makers MBA" as the top-performing message with a 0.96% CTR and $1.13 CPC on Instagram, directly informing the program's primary brand positioning recommendation • Delivered a full brand kit: primary positioning, tone & voice, visual system, 4-pillar content strategy, and a $15,000 paid media budget plan with channel allocation across LinkedIn, Meta, Reddit, and Google • Conducted competitive analysis across Parsons, Berkeley Haas, IDEO U, and d.MBA to surface differentiation opportunities and sharpen audience targeting ### Product/Design Lead @ Sorta AI Jan 2025 – Jan 2026 | San Francisco Bay Area • Owned end-to-end product and design strategy for an AI-powered consumer lifestyle app — from behavioral research through 50+ production-ready mobile screens shipped to 30+ beta users within 3 months • Directed multi-channel acquisition funnels (Reddit, Facebook, website), analyzing conversion metrics to inform GTM iteration — functioning as the primary designer accountable for growth performance • Built a scalable design system (components, typography, color, interaction patterns) from scratch, ensuring consistency as the product scaled • Applied HEART framework and North Star metrics to align founders and guide sprint prioritization ### Branding & Communication Strategist @ Northern California Grantmakers Jan 2025 – Jan 2025 | San Francisco Bay Area NCG's Youth Power Found initiative needed to expand its donor base beyond grassroots supporters to high-net-worth individuals — without losing the authenticity that made the youth voice credible. I was brought in to figure out how to bridge that gap. • Conducted qualitative research and co-creation sessions across two very different audiences — youth leaders and HNWIs — synthesizing competing values into a single coherent brand direction • Developed and stress-tested five brand positioning directions through focus groups and interviews, iterating based on stakeholder feedback before executive sign-off • Mapped organizational structure and donor relationships to identify where communication was breaking down and where new narratives could land • Facilitated internal alignment workshops to move stakeholders from divergent inputs to a unified campaign voice — informing a rebrand affecting 50+ grantee relationships ### UX / UI Designer @ GraphWear Technologies Inc. Jan 2022 – Jan 2024 | San Francisco, CA • Owned design across 3 simultaneous products — clinical CGM app, consumer lifestyle app, internal ops dashboard — each requiring distinct visual systems and interaction models • Designed Cori Score / Cori Ring / Glucose Stamps — a three-part visual system turning raw glucose data into What / When / Why answers, moving users from passive tracking to active behavior change • Built a design system with 30+ reusable components; reduced design-to-engineering handoff time by an estimated 30% • Contributed to Series C fundraising pitch deck and FDA regulatory submission — served as sole design voice in high-stakes cross-functional planning ### IxD Instructional Assistant @ California College of the Arts Jan 2021 – Jan 2022 | San Francisco Bay Area • Facilitated in-class critiques for IxD foundation class. • Advised junior students on flow charts, site maps, user testing, and UI prototypes. ### IxD Program Guide Designer @ California College of the Arts Jan 2020 – Jan 2021 | San Francisco, California, United States • Conceptualized, designed, and produced the 2021 edition of the CCA Interaction Design program guide. • Collaborated with faculty, administrators, and students to ensure the guide accurately represented the program's content and objectives. • Utilized Adobe Creative Suite and design principles to craft a visually engaging and informative guide. • Experimented with typography, color schemes, and layout options to identify the most suitable design direction. ### UX Designer @ Smile Paws Jan 2021 – Jan 2021 | Beijing, China • Constructed Smile Paws’ early-stage loyalty app • organized brainstorming sessions for app features • designed and conducted user research with Smile Paws' loyal customers to gain insights ### Product Designer @ Smile Paws Jan 2020 – Jan 2021 | Beijing, China • Designed and prototyped a series of pet products including the "Hotdog" cat house, the "Cafe" cat house, the "Joker" cat & dog toy sets. Products were shortlisted in the Pet Fair Asia 2020 representing the company. • elevated design ideas through sketches, renderings and 3d printings. ### Design Strategy Intern @ Vee Jan 2021 – Jan 2021 | New York, United States • Developed prototypes and wireframes for Vee’s Recruitment analytics dashboard product • Using stakeholder map, flow chart, journey map, and ecosystem map to reveal customer insights ### UI/UX Designer @ FreeTitle Jan 2020 – Jan 2020 | UIUC • Developed the interface of FreeTitle’s mobile app collaboratively with the engineering team, product manager and other designers. • Redefined branding visual assets including logo, icon, typography and color system • Elevated the pitch deck with strong story-telling and compelling visual elements ## Education ### Bachelor of Fine Arts - BFA in Human Computer Interaction California College of the Arts ### Master of Business Administration - MBA in Design Strategy California College of the Arts ## Contact & Social - LinkedIn: https://linkedin.com/in/amanda-jingshu-liu --- Source: https://flows.cv/amandajingshuliu JSON Resume: https://flows.cv/amandajingshuliu/resume.json Last updated: 2026-04-08