# Hoang Phi > Senior Product Designer | Fintech, Enterprise SaaS & Internal Tools | Accessibility, Design Systems, Cross-Platform UX Location: San Jose, California, United States Profile: https://flows.cv/hoangphi I’m a Senior Product Designer with 5+ years of experience designing complex digital products across fintech, enterprise SaaS, and internal tools. I care about making complicated things feel clear, useful, and intuitive — especially in high-stakes or highly regulated environments. My work has contributed to $13M+ in revenue, 100K+ enrollments, a $193M cost-savings initiative, and WCAG 2.1 rollout across 65K+ ATMs. I’m strongest in accessibility, systems thinking, and cross-functional product design. ## Work Experience ### Product Designer @ H.Phi Design Jan 2025 – Present Design partner for early‑stage startups and small businesses across wellness and e‑commerce. Led end‑to‑end UX strategy and design to help teams clarify their product story, reduce friction, and create scalable digital foundations. Highlights include: • Improved information architecture and conversion pathways for a growing e‑commerce brand. • Modernized a boutique spa’s digital ecosystem, enabling full ownership of online booking, scheduling, and customer communications. • Reframed and redesigned a caregiver support platform to prioritize community, trust, and emotional safety. Work spans discovery, research synthesis, IA, UX/UI design, responsive systems, and stakeholder collaboration—often operating as the sole designer embedded directly with founders. ### Senior Product Designer @ Citi Jan 2022 – Jan 2025 Led design for Citi Shop, Citi’s first online shopping browser extension, contributing to over $13M in sales and 100K+ customer enrollments by optimizing flows and simplifying engagement. Rebuilt 400+ ATM screens to meet WCAG 2.1 compliance and launched a global redesign rollout, including development of a new scalable pattern library. Designed key flows for OneView, Citi’s internal agent platform, aligned with a $193M cost-savings initiative, and worked across legacy tech stacks including Pega and Angular. Led UX/UI education for incoming analysts through workshops, critiques, and onboarding materials to help prepare them for Citi project work. ### Product Designer @ Citi Jan 2021 – Jan 2022 Designed and supported Citi’s Partner Portal, enabling 14 financial aggregators and partners to access performance data, onboard efficiently, and integrate with APIs handling over 150M calls per month. Spearheaded design for Citi@Work, a web and mobile experience supporting B2B customer acquisition across product lines including banking, credit cards, mortgage, and wealth management. ### Product Designer @ HMP Master Jan 2020 – Jan 2020 Supported designs for property management system in web and mobile, direct booking engine, and guest-facing reservation management app. ### Product Designer @ I Ally, Inc. Jan 2020 – Jan 2020 Led the full redesign of the web app’s pre- and post-login experience, informed by usability testing and in-depth user interviews. Facilitated design workshops to align product vision, map user pain points, and improve user journeys. Collaborated closely with offshore developers to implement scalable designs, ensuring smooth handoff and alignment across time zones. ### Product Designer @ A Great Good Place For Books Jan 2020 – Jan 2020 Recreated the brick and mortar experience that A Great Good Place for Books has curated onto their eCommerce website. Emphasis on user research, content strategy, and experience design. Worked with team of UX Designers to design and implement iterations using Drupal. ### Registered Behavior Technician @ A is for Apple, Inc. Jan 2017 – Jan 2019 | San Jose, California, United States Applied principles of Applied Behavior Analysis (ABA) to support 20+ clients in achieving developmental goals through personalized intervention plans. Conducted qualitative and quantitative behavioral analysis through direct observation and data collection to uncover patterns and inform decision-making. Identified client needs, behaviors, and pain points to develop tailored solutions, strengthening communication, daily living skills, and overall independence. ## Education ### User Experience Design General Assembly ### Bachelor of Science - BS in Health Science: Community Health California State University, Long Beach ## Contact & Social - LinkedIn: https://linkedin.com/in/hoangnphi - Portfolio: https://hoangnphi.com/ --- Source: https://flows.cv/hoangphi JSON Resume: https://flows.cv/hoangphi/resume.json Last updated: 2026-04-13