# Esther Zheng > Product Designer | UX & Growth Strategy | B2C E-commerce | B2B SaaS Location: San Jose, California, United States Profile: https://flows.cv/estherzheng I’m a Product Designer with 2+ years of experience in research, UX, and product strategy across B2C ed-tech, B2B healthcare, and nonprofits. I combine data-driven insights with human-centered design to build intuitive, scalable web and mobile experiences. With a Master’s in Marketing Analytics and 4+ years in digital marketing and e-commerce, I bring a strong foundation in market research, customer journeys, and UX strategy. Most recently, I’ve led design initiatives across freelance projects and my e-commerce business to enhance usability, engagement, and conversion rates: 📱 Redesigning a mobile app for a non-profit: Led the end-to-end redesign of a native mobile app for TrashMob.eco, improving event discovery and participation flows, resulting in a 25% increase in event engagement based on usability testing. 🌍 Driving healthcare business impact through UX: Conducted a 2-week research and design sprint with a product manager and fellow designer, developing a new marketing landing page from 0 to 1, improving lead generation while aligning design with business goals. 🛍️ Boosting e-commerce conversions: Increase checkout conversion rates by 46% by analyzing 200+ heatmaps and session recordings in Microsoft Clarity and Hotjar, identifying friction points, and refining product detail pages and checkout flows. I’m looking for a full-time hybrid or remote Product Designer role in the Bay Area, where I can: ✔️ Design intuitive interfaces that enhance user engagement ✔️ Optimize complex user flows to improve conversion and retention ✔️ Collaborate with cross-functional teams in an environment that values innovation, mentorship, and growth Let’s Connect! 📩 Email: estherz.ux@gmail.com 🔗 Portfolio: estherzdesign.com My Key Skills: > UX/UI Design: User flows, wireframes, prototypes, high-fidelity mockups, responsive design, interaction design, design systems, style guides, and branding. > User Research & Testing: Usability testing, user & stakeholder interviews, surveys, competitor analysis, heuristic evaluations, A/B testing, heatmaps, and user journey mapping. > Product Strategy: Backlog management, Jobs-to-Be-Done (JTBD), epic tickets in Jira, and project roadmaps. > Data & Analytics: Google Analytics, Tableau (Certified Specialist), MySQL. > Technical Skills: HTML, CSS, Python, and R. ## Work Experience ### Lead Product Designer @ Advogro LLC Jan 2024 – Present | San Jose, California, United States Founded and operated Advogro LLC, a B2C e-commerce business specializing in unique romantic gifts, leveraging Shopify and TikTok marketing to drive rapid growth. >> Design, launch, and scale an online Shopify store selling gifts, overseeing end-to-end e-commerce operations, including branding, international product sourcing & management, and UX/UI design. >> Increase checkout conversion rates by 46% by analyzing 200+ heatmaps and session recordings in Microsoft Clarity and Hotjar, identifying friction points, and refining product detail pages and checkout flows. >> Reduce bounce rate by 25% by redesigning the homepage and navigation, improving content hierarchy and mobile responsiveness based on Shopify and Google Analytics insights to drive a 146% increase in monthly organic traffic. >> Implement A/B testing on product detail pages, refining funnel marketing strategies to drive a 237% boost in sales within one month. >> Develop and execute growth marketing strategies across TikTok to grow customer base, and increase brand awareness. >> Create engaging TikTok content to showcase products and highlight unique selling points, driving over 1.5M views on a single video within 3 months. ### UX Designer @ Innovative Health Systems California Jan 2024 – Jan 2025 Innovative Health Systems is a healthcare technology startup focused on streamlining provider and vendor credentialing processes. >> Led a 2-week research and design sprint with a fellow designer and product manager, developing a new marketing landing page from 0 to 1, improving lead generation, and aligning design decisions with business goals. >> Strengthened competitive positioning by analyzing 15+ websites, identifying industry trends and UX patterns, and delivering actionable FigJam reports to inform landing page design and marketing strategy. >> Accelerated landing page design timelines by 10% by introducing internal kickoff workshops & stakeholder interviews, ensuring engineering & data science teams were aligned before development, and reducing miscommunication and rework. >> Designed onboarding workflows for practice providers to enhance the credentialing experience, streamlining the document upload process to improve efficiency and reduce friction in compliance with NCQA and TJC standards. ### Product Designer @ TrashMob.eco Jan 2023 – Jan 2024 | Greater Seattle Area TrashMob is a nonprofit organization dedicated to mobilizing communities for environmental action. >> Led the end-to-end redesign of TrashMob’s mobile app, enhancing event search and planning features for an online eco-conscious community. >> Reduced event creation drop-off rate by 15% by optimizing the user journey and streamlining key flows, making the process more intuitive. >> Accelerated design implementation by 20% by creating a scalable design system in Figma with 40+ reusable UI components and 70+ design tokens, improving consistency and accessibility. >> Improved event joining efficiency by 25% by refining the app’s information architecture and content hierarchy. >> Led 20+ usability tests using Lyssna to iterate on prototypes and implement WCAG-compliant standards, enhancing mobile accessibility and earning user praise for a 'clean, straightforward, and intuitive' event experience. >> Executed all visual design stages from concept to developer handoff, ensuring design consistency through clear documentation and interactive high-fidelity prototypes. ### UX Designer @ Orcasound Jan 2023 – Jan 2024 | Seattle, Washington, United States Orcasound is an open-source initiative using real-time underwater listening and research to support orca conservation. OrcaLearn Web App >> Increased user satisfaction by 54% by streamlining the quiz completion flow in OrcaLearn, an e-learning web app for marine conservation, through interactive high-fidelity mockups & prototypes that enhanced usability and accessibility. >> Validated design decisions through usability testing, refining error correction features praised as ‘thoughtful’ for user clarity. Collaborated with 3 researchers to define user research plans for improved usability. Web global navigation >> Redesigned and prototyped the desktop version of global website navigation, leveraging user research insights to enhance usability and implement a new information architecture, improving content discoverability and reducing cognitive load for visitors. >> Designed a responsive donation dialog with multiple user paths on the major donation page, increasing accessibility and guiding users toward completing donations efficiently. ### UX Designer @ The Melanin Village Jan 2023 – Jan 2023 The Melanin Village is an online education platform that provides curriculum and community for Black and Brown homeschoolers. >> Conducted heuristic evaluations of the existing user flows for 300+ monthly active users, identifying usability pain points and friction points to inform the team’s redesign recommendations for the client. >> Synthesized and presented research findings from 12 user interviews to the client, refining 5 initial personas into 3 distinct personas, helping the team prioritize design goals aligned with user needs and business objectives. >> Collaborated with peer designers and product managers to enhance the style guide, ensuring alignment with web content accessibility standards and brand identity, improving visual consistency and accessibility across the platform. ### UX Designer @ Valourline Technologies INC Jan 2023 – Jan 2023 | Seattle, Washington, United States Valourline Technology is a B2B SaaS company developing scalable solutions for the human resources market. >> Scoped the project requirements, writing a new PRD within a week, ensuring clear communication with the client to manage expectations on deliverables. >> Prioritized key features in collaboration with the design and product teams, balancing user needs, business objectives, and technical constraints. >> Researched and defined 20+ key dashboard metrics for internal admins, collaborating with 2 peer designers to determine the most relevant KPIs and data points to display. >> Designed 5+ dashboard layouts by establishing a visual hierarchy to enhance data readability & usability, resulting in the client’s positive feedback. >> Explored data visualization best practices, evaluating methods for effectively displaying various data types in a web dashboard setting. ### UX/UI Design Fellow @ Springboard Jan 2022 – Jan 2023 | Seattle, Washington, United States >> Completing 700+ hours of hands-on coursework, with 1:1 expert mentor oversight, and completion of the following projects. >> Mastered skills in information architecture, sketching, wireframing, prototyping and usability testing, eCommerce and browsing, persuasive and anticipatory design, gamification and behavior change, dashboards and data design, social media and messaging, and product lifecycle. ### Product Designer / Podcastella / Concept Project @ Springboard Jan 2023 – Jan 2023 | Seattle, Washington, United States >> Designed a mobile podcast app for a media company that created opportunities to increase subscriptions, improve the existing user flows, and help increase revenue on the mobile experience. >> Worked within business constraints to design user-friendly and informative paywalls to encourage users to subscribe to the app. >> Conducted industry research and a user survey, created sketches and wireframes, rapid prototype, iterated designs based on usability testing findings and iOS patterns, and executed 8 usability tests with a 100% success rate. ### Product Designer / House2Home / Google Ventures Sprint @ Springboard Jan 2023 – Jan 2023 | Seattle, Washington, United States >> Executed a 5-day modified Google Ventures Design Sprint to design a user flow and prototype to help increase conversion and encourage higher order value for a e-commerce home decor website. ### Product Designer / FitScout / Mobile App UX & UI Design @ Springboard Jan 2022 – Jan 2023 | Seattle, Washington, United States >> Designed a mobile content-sharing platform to help online apparel shoppers make smart purchasing decisions efficiently, which improves users’ apparel shopping experience. >> Conducted 8 moderated usability testing sessions. The final round of 4 testers completed tasks with a 100% success rate, and described the product as "clean and intuitive design." >> Conducted end-to-end design process including user interviews, competitive analysis, design ideation through affinity and empathy mapping to develop an MVP, sketches, wireframes, high-fidelity mockups, mobile design, style guide, brand identity, graphic design, and final prototype. ### FBA Seller @ Amazon Jan 2020 – Jan 2023 Founded and operated Summer Echo LLC, a B2C e-commerce business specializing in online arbitrage and wholesale on Amazon. >> Conducted user research to determine customer needs and identify gaps in the market, driving a 56% MoM sales growth within the initial 6 months of launch. >> Analyzed monthly sales data and optimized product listings to improve search visibility and conversion rate on Amazon, maintaining 100% of 5-star ratings. >> Communicated with suppliers, logistics vendors, and fulfillment team regularly to manage inventory levels and fulfill orders efficiently. ### SEO Associate @ BOLD Jan 2018 – Jan 2019 | San Francisco Bay Area BOLD is a global B2C SaaS company with 1,200+ team members, transforming the job search experience through AI-powered resume and cover letter builders, such as LiveCareer, MyPerfectResume, and Resume Now. >> Drove 620K+ monthly organic sessions of 7 websites, collaborating with product, content, and engineering teams in an agile environment to optimize site structure and improve content strategy. >> Automated SEO performance tracking by designing 5+ Google Data Studio & Excel dashboards, integrating real-time data from Google Analytics and Google Search Console, reducing manual reporting efforts, and enabling instant monitoring of traffic trends, keyword performance, and query insights. >> Optimized search discoverability and accessibility for 100+ landing pages by refining header tags, anchor links, and alt text in HTML using WordPress, improving usability and SEO rankings. >> Monitored and analyzed organic search engine website activity, traffic trends, and SERP rankings through SEO management tools, such as Google Analytics and Botify. >> Conducted weekly and monthly SEO audits across 1,000+ web pages, identifying and resolving crawlability issues, indexing errors, and performance inefficiencies to ensure technical SEO compliance and improved search visibility. >> Aligned cross-functional teams with industry trends by developing a weekly industry research report on SERP volatility and algorithm changes, shared via weekly email updates to stakeholders, enabling proactive adjustments to SEO strategies and content optimizations. >> Conducted in-depth backend KPI analysis, pulling page-level subscription performance data across six months, helping bridge the connection between organic traffic improvements and potential increases in subscription rates. >> Managed a team of 4 contractors and 1 intern, overseeing daily task assignments and QA processes to successfully deliver 100+ resume examples, strengthening content engagement and search performance. ### Digital Marketing Intern @ Hylink Digital Solutions Jan 2018 – Jan 2018 | Greater Los Angeles Area >> Conducted market research in leading media platforms to perform competitive analysis on potential campaign options for clients. Used Excel to manipulate the data and presented the insights with PowerPoint. >> Analyzed key performance metrics such as follower growth, engagement rate, and click-through rate to provide clients recommendations of media optimization strategies. ### Digital Marketing Intern @ Aikido Kenkyukai International, USA Jan 2015 – Jan 2015 | Santa Barbara, California Area >> Created and managed all published content, including designing 5+ web banners, editing 20+ videos and social media posts on Hootsuite >> Used Google Analytics to analyze landing page performance (i.e. page views, bounce rate, etc.) by channel and provided strategic recommendations on how to increase social media engagement. >> Analyzed historical site traffic and customer engagement data to revamp the social media calendar. Improved brand awareness, audience engagement, and class registration rate significantly. >> Optimized content strategy and increased social media engagement by 30%. ## Education ### Master of Science - MS in Marketing USC Marshall School of Business ### UI/UX Design Springboard ### Graduate Certificate in Business Analytics USC Marshall School of Business ### Bachelor's degree in Chemistry UC Santa Barbara ### Nanodegree in Data Analyst Udacity ## Contact & Social - LinkedIn: https://linkedin.com/in/estherzhengsy --- Source: https://flows.cv/estherzheng JSON Resume: https://flows.cv/estherzheng/resume.json Last updated: 2026-04-13