# Eileen Yu > UX Strategist & Product Design Expert | Facilitating Business Solutions through Human-Centered Design Location: Menlo Park, California, United States Profile: https://flows.cv/eileen I specialize in crafting strategic, human-centered solutions that align user needs with business goals, driving growth and scalability for both products and teams. With extensive experience across fintech, B2B, and digital transformation projects in the USA, Europe, and Asia-Pacific, I excel at solving complex business challenges and implementing design strategies that deliver measurable impact. Blending strong business acumen with cross-functional leadership, I lead teams to create data-driven products through deep research methodologies. Recognized for my collaborative, results-focused approach, I’m dedicated to fostering innovation and excellence across teams. Let’s connect if you’re seeking someone with hands-on expertise in research, design, and driving user experience at scale. ## Work Experience ### Product Designer @ Meta Jan 2025 – Present | California, United States ### Senior Product Designer @ Bake Jan 2023 – Jan 2024 | Singapore Key achievements: * Spearheaded strategic design initiatives at Bake, increasing user engagement and revenue by aligning user needs with core business objectives to drive impactful, scalable growth across regions. * As the lead researcher, developed and implemented comprehensive research methodologies—including usability testing, in-depth interviews, surveys, and A/B testing—to inform key design and product decisions, delivering actionable insights that optimized user journeys and enhanced product experience. * Collaborated directly with the leadership team and cross-functional partners to integrate research findings into product development, ensuring strategies were both user-centered and commercially viable. Presented insights to stakeholders, guiding strategic product directions and supporting data-driven decision-making. * Led and mentored a high-performing team, championing a customer-first approach that strengthened Bake’s competitive advantage by boosting product stickiness, user satisfaction, and engagement. Skills * Strategic Leadership: UX Design, Product Strategy, Cross-Functional Collaboration, Business Acumen * Research & Design Expertise: User Research, Design Systems, Customer Experience (CX), Digital Transformation * Commercial Impact: Problem-Solving, Business Problem Resolution, Customer Journey Mapping, Value-Driven Design Solutions ### Assistant Vice President, Experience Design @ OCBC Bank Jan 2021 – Jan 2023 My role involves spearheading efforts to enhance the business banking experience for small and medium-sized enterprises, large corporations, and enterprises in Singapore, Malaysia, and Hong Kong through the implementation of customer experience methodologies and digital transformation initiatives across various channels. Key Achievements: *Redesigned all corporate and enterprise business banking customer facing touchpoints, for business account opening, including digital and analog forms for a smoother and faster experience.
*Redesigned banking internal approval processes and platforms for OCBC employees including compliance, legal, customer ops and that resulted in significant impacts in reducing manual resources, 80% faster processing times in facilitating customers applications and 90% increased satisfaction. *Created a global design framework for bank products and platform across SG, MY, HK, IND to introduce design consistency across regions and collaborate with the product development department to promote faster, efficient development efforts, resulting in faster launches of product to mentioned regions. *My dedication to the entire business banking KYC and account opening projects across the entire bank resulted in me becoming the main spokeperson for any business banking account design related conversations. 
 Responsibilities: *Facilitated and lead various strategic workshops with stakeholders. *Introduced frameworks for effective workflows within the teams, or for creative problem solving. *Co-created customer interviews, journey maps together with stakeholders *Conducted interviews with customers. *Identify and reframe problems statements, turn them into valuable solutions that resulted in positive business outcomes. *Wireframing and prototyping as well as supporting design system work *Mentor team members. ### Senior User Experience Designer @ Storms Jan 2019 – Jan 2021 I led the rapid design and re-launch of our product to align with user needs and business goals. This resulted in a 12% increase in downloads, a 500% boost in user engagement, and a 600% rise in session frequency.
(user engagement from 7.2 min/mth to 6 min/day, session frequency from 4.7/mth to 1.1/day.) Lead and drive user research studies across the key target regions (Thailand, Indonesia, Malaysia, Singapore, Philippines, India, Nigeria) implementing a range of qualitative and quantitative studies - (User and stakeholder interviews, usability testing, eye-tracking, A/B testing, focus groups, persona workshops, card-sorting, journey mapping, empathy mapping, heuristic evaluation, guerilla testing) Lead the team to define design languages and guidelines and built a design system with the dev team and iterations through numerous product releases. Working with the product owners to establish a strong new product strategy and features roadmap. Drive design advocacy, and user-centred mindset across teams of product owners, data scientists, business analysts, engineers, marketers by facilitating workshops on UX themes ( Design sprint workshops, Jobs to be done, Journey Mapping, User testing, Internal stakeholder interviews, Persona building, Card sorting, Retrospectives) Lead and manage a small team of UX designers, as well as being involved in hiring, budgeting, procurement processes. ### Experience Designer @ EPAM Systems Jan 2018 – Jan 2019 | Singapore -Contribute to the planning, design and participation in collaborative client workshops to understand business and customer challenges, client vision, and co-creation of solutions -Synthesize workshop findings into themes, infographics, recommendations -Plan and participate in customer research (ethnographic, qualitative contextual inquiry) -Visualize the ideal solution interaction design (wireframes), user flows, and high fidelity mock-ups and prototypes of solutions (Sketch, Illustrator, Photoshop, InVision, Axure, etc.) -Worked closely with regional directors to do presales and provide our expertises and services. ### Senior Digital Creative Designer @ Xpointo Media Jan 2015 – Jan 2018 | Singapore My key responsibilities in Xpointo Media: -Working with the creative team to conceptualize digital creative solutions for our clients across APAC. -Conceptualize and design digital deliverables ranging from pitch decks, social content, websites, mobile apps, eDMs. -Focused on more CX & UX projects that involves the integration of Salesforce CRM tools. -UX projects: Own the end-to-end process, using Attitudinal/Behavioural User-Experience Research Methods, Data analysis, creating Persona and Experience maps, Wireframing, Prototyping, Documentation, and Validation processes. -Managed a team of junior designers and interns. -Other day-to-day tasks ### Art Director @ SGIHUB Jan 2014 – Jan 2015 | Singapore In SGIHUB, I am given the opportunity to oversee the entire company, manage the different departments and make decisions on behalf of the company. Responsibilities: -Oversee the entire project development teams. -Meet & liaise with clients to discuss on projects & project briefs -Managed designers & programmers as well as assist to create & design websites & mobile-responsive sites. -Follow up on the entire projects on hand and deliver within deadline -Conduct trainings for the business development team, design team, project managers as well as clients -Contribute ideas and help company to solve problems & issues to improve company's workflow & operation -Interview & recruit candidates for the company and join our team. ### Art Director @ Firstcom Solutions Pte Ltd Jan 2012 – Jan 2014 | Singapore My daily task is to create creative, engaging e-commerce websites, digital marketing materials as well as branding for clients from various industries. Having said that, I have a vast experience in handling different client needs and situations, different project briefs. As a company pioneer and the role of Art Director, I am equipped with the capabilities of heading a team of designers, managing projects, meeting and liaising with clients, networking and strong business acumen. I practice strong self-discipline and leadership skills, able to work independently and in a team. I constantly seek to improve the company's workflow, contributing ideas and assist my bosses in seeking opportunities and growth for the company. In a span of 2 years, I've contributed and helped my company to grow from a 5 men company to a large 100 and above scale. Company's revenue has greatly increased to a 7 figure sum as well. We were also awarded various SME Awards throughout the years. Responsibilities: -Oversee and managed various departments teams of 50 pax including developers, designers and project managers. -Meet & liaise with clients to discuss projects & project briefs and business procurements. -Direct designers & tech developers as well as assist to create & design websites & mobile-responsive sites. -Responsible for all project management, allocating timelines and deliverables across the departments -Conduct various training for the business development team, design team, project managers as well as clients -Contribute ideas and help the company to solve problems & issues to improve the company's workflow & operation -Interview & recruit candidates for the company and join our team. -Planning and executing events for the company such as team outings, D&D events -Create and promote the branding & identity of Firstcom Solutions thru various marketing platforms. ### Graphic Designer @ International Designers Group Jan 2011 – Jan 2012 | Singapore A designer within International Designers Group in house design studio. Promotes the creative development of brand and campaign work for the Asia Pacific business. My role involves developing the presence, visual identity and brand integrity of the TSL family of brands. I work across social, online / digital, print and motion graphic platforms to provide innovation creative solutions to the key initiatives of the larger Marketing team. -Create mostly in-house advertising & other projects by partnering companies. -Design & web development, maintain all the websites under the group of companies under their holdings. - Coordinated the advertising schedule and artwork production across the Asia Pacific - Designed corporate reports & brochures - Created eDM invitations -Assist the boss in liaising and meeting clients to discuss on the projects. ### Junior Graphic Designer @ Frangipanni Commuincations Pte Ltd Jan 2010 – Jan 2011 -Create BTL materials for various companies in different fields such as DHL, Infinera, Esplanade etc. -Pitch for various projects such as SMRT, Esplanade, and got my concepts & work chosen. -Assist art director in creating design works. -Learn to do programming for websites on my own due to the company's demand for website & interactive projects. ## Education ### Master of Arts - MA in Digital Management Hyper Island ### Higher Diploma in Communication Design, Graphic Design, Advertising LASALLE College of the Arts ## Contact & Social - LinkedIn: https://linkedin.com/in/yueileen - Website: https://eileenyu.myportfolio.com/ --- Source: https://flows.cv/eileen JSON Resume: https://flows.cv/eileen/resume.json Last updated: 2026-02-23