# Bernadine Lui > Sr Product Design Manager Location: San Francisco Bay Area, United States Profile: https://flows.cv/bernadine A product design leader and people manager that strives to develop high-performing, customer-focused design teams that believes in excellent quality and craft. I lead with vulnerability in hopes to build trust and strong connections with people I manage and partner with, so together we can build successful products that deliver impactful results for customers and businesses. ## Work Experience ### Product Design Manager @ Chime Jan 2025 – Present | San Francisco Bay Area ### Sr Product Design Manager @ Instacart Jan 2023 – Jan 2024 | San Francisco Bay Area Home + Discover Focused on optimizing retailer discovery and conversion across categories, raising affordability awareness and developing personalized experiences across the shopping journey. Ad Formats Expanded and refined ad products to drive brand and product discovery, improve affordability through deals and coupons, and promote out-of-aisle shopping to increase reach and conversion for advertisers. Retailer Storefronts Oversaw design decisions on a very fast-paced team dedicated to building Instacart's white-label product, Storefront Pro, which allowed retailers build and operate their own branded sites to boost customer loyalty and support omnichannel growth. ### Sr Product Design Manager @ Twitter Jan 2022 – Jan 2022 ### Product Design Manager @ Twitter Jan 2020 – Jan 2022 Ad Creation + Formats Developed and empowered a high-performing design team to redefine what ad experiences are on Twitter by setting a long term Ad Formats vision, encouraging innovation and increased customer and business impact. Broadened scope of team to oversee the Campaign Ad Creation experience, which enabled the Ad Formats and Campaign Ad Creation Designers to build stronger customer empathy and product knowledge of the entire advertiser experience from creation to creatives. ### Senior Product Designer @ Twitter Jan 2017 – Jan 2020 | San Francisco Bay Area Twitter Business Settings Collaborated to define a new hierarchy and data structure of businesses on Twitter in order to design an essential management tool to provide access controls for their employees, partners, accounts and assets securely on our platform. Media Studio Designed Publisher and Conversation insights to provide publishers with actionable data to boost their success and promote conversations on Twitter. Ads Transparency Center Led the end-to-end design process in an effort to provide more transparency to users on political and issue ads and policies on the platform. In 2019, managed and defined the second phase of the product for my Summer Intern who received and accepted a return full time offer. ### Product Designer @ Twitter Jan 2015 – Jan 2017 B2C Customer Service Co-led design for the B2C experience to enhance customer service and brand engagement on the platform. Ad Formats Led design for format optimization and new ad product initiatives to support Twitter’s monetization efforts. ### Studio Art Director @ SAY: Media Jan 2011 – Jan 2014 Accounts: Nike, Microsoft, Ford, John Frieda, Oxygen, Disney, Guess, Levi’s, Lindt, Starbucks, and hundreds more… I collaborated closely with Product Directors, Creative leads and Engineers on the innovation of new premium brand experiences to secure new, and current, clients in a very fast-paced environment. This customer-facing role allowed me to build empathy for our customers in order to build impactful campaigns, reinforce best practices and assure sound functionality, which resulted in internal awards for exceptional design, complex executions and out-of-the-box approaches. In my tenure, I mentored incoming designers through creative knowledge building, critiques, prototyping and design tools training. ### Senior Interactive Designer @ Young & Rubicam Jan 2008 – Jan 2011 | San Francisco, California, United States As an Interactive Designer at Y&R, I partnered with Creative Directors and Sr Art Directors on campaign pitches. One campaign in particular, Mattel Monster High Rich Media Ads, which I led the creative development and production for, resulted in 19M YouTube impressions and generated top 10 online sales for dolls and accessories. This role also allowed me to deepen my prototyping skills in order to deliver more innovative campaigns, landing pages and rich media ads to drive impact for our customers. ### Interactive Designer @ McCann Worldgroup Jan 2004 – Jan 2008 | San Francisco, California, United States Designed and built prototypes and rich media ads, winning the Interactive Bronze SF Addy Award for Microsoft Small Business for creative innovation. In time, I developed strong partnerships with the Art Directors, Producers and Developers in order to provide interactive and animation direction, which enabled me to mentor and create processes for future junior designers. ## Education ### Bachelor of Science in Design—Visual Communications University of California, Davis ## Contact & Social - LinkedIn: https://linkedin.com/in/bernadinelui - Portfolio: http://www.bernadinelui.com --- Source: https://flows.cv/bernadine JSON Resume: https://flows.cv/bernadine/resume.json Last updated: 2026-04-13