# Isabella Chen > Senior Product Designer @ Citi | AI & Product Design, UX Location: San Jose, California, United States Profile: https://flows.cv/isabellachen I'm a Senior Product Designer with 5+ years of experience designing financial and AI products at Citi, where I focus on turning complex systems into clear, intuitive experiences. My work spans AI design systems, payment flows, and cross-functional collaboration — grounded in user research, prototyping, and close work with product and engineering teams. A few highlights: ✓ Increased mobile payment adoption by 40%, adding 30K monthly active users by unifying fragmented bill payment flows ✓ Built a shared visual language, interaction patterns, and evolving component library for Citi's internal AI products — reducing input errors by 25% and freeing teams to focus on solving complex problems instead of reinventing basics. Created design playbooks adopted by product and engineering teams across multiple AI products. ✓ Contributed to a 30% increase in product sales through cross-channel design across mobile, web, social, and packaging ## Work Experience ### Senior Product Designer @ Citi Jan 2022 – Present | Dalls, Texas At Citi, I lead mobile-first product design across bill pay and internal AI tools — from a 0-to-1 payment experience that drove 40% adoption and 30K monthly active users, to building a shared component library and design playbooks that reduced input errors by 25% across 3 AI products. I drive alignment through cross-functional workshops with product, engineering, compliance, and design systems teams, and validate solutions through usability testing and A/B experiments to reduce friction in engineering handoff. ### Lead brand designer @ Crave Robotics Jan 2023 – Jan 2025 | Los Angeles Metropolitan Area As a Lead Product/Brand Designer, I strengthen brand cohesion across all customer touchpoints and improve perception of professionalism and trust by establishing comprehensive design standards covering digital platforms, packaging, and in-store touchpoints. I deliver a user-centered brand identity for Crave Robotics and improve usability and user satisfaction by applying design thinking and user research and aligning design strategy with product goals and diverse customer needs. I also refine user experiences and increase customer engagement by focusing on intuitive design frameworks and aligning visual design with go-to-market strategies in close collaboration with product and marketing teams. Likewise, I contributed to a 30% increase in overall product sales by designing cross-channel visual and interactive assets, including mobile, web, social, and packaging designs using Adobe Creative Suite and other design tools. ### UI/UX Designer @ Independenrt Jan 2020 – Jan 2022 ➤ Successfully designing an eCommerce webapp to sell second-hand makeup and skincare products. ➤ Creating Ava.Snow in 1 year, an application for people who are passionate about backcountry skiing and snowboarding. ➤ Applying UI/UX design to create engaging, user-friendly graphics for readers, and designing aesthetics for layouts. ➤ Conducting UX research by interactively testing designs, using high- and low-fidelity prototypes. ➤ Ensuring all aspects of the online user experience are optimized for usability, usefulness, and exceptional visual design. ➤ Delivering creative solutions to UI/UX design problems by leveraging best practices, while adhering to ADA guidelines. ➤ Performing regular site maintenance, including removing dead links and responding to issues of site functionality. ➤ Conducting backups and disaster recovery functions, and making recommendations related to new tools and software. ➤ Meeting with stakeholders to discuss objectives and provide creative guidance on project look, feel and functionality. ➤ Communicating design ideas with process flows, diagrams, storyboards, visual designs, site maps, and wireframes. ➤ Managing CRM, CMS, and SEO databases, as well as developing content ecosystem maps to support rolling out of content. ➤ Developing comprehensive UI/UX design strategy for brands, including style standards for fonts, colors, and images. ➤ Providing guidance on the implementation of UX research methodologies and testing activities to predict user behavior. ### Sales Manager @ NCI Trading Pte. Ltd. Jan 2021 – Jan 2021 | Taiwan ➤ Generated and presented sales forecasts, budgets, marketing plans, and advertising strategies to increase sales volume. ➤ Managed product lifecycles, while contributing to the development of products, packaging, and pricing models. ### Marketing Intern @ C'est Si Bon Catering Jan 2016 – Jan 2017 ➤ Managed the restaurant's online presence and events to drive awareness and interest, managed the social media account. ➤ Successfully grew a marketing blog from zero to more than 10K visits in just 6 months. ### Additional Work Experience @ Baking Business Jan 2015 – Jan 2016 | The Bay Area, CA ➤ Founder & Owner – Baking Business, The Bay Area, CA – Present ## Education ### Master of Arts - MA in Web Design & New Media, with a concentration in UX Design Academy of Art University ### Bachelor of Arts - BA in Business Management & Economics, with a Minor in Technology Information Management University of California, Santa Cruz ## Contact & Social - LinkedIn: https://linkedin.com/in/isabella-yi-ching-chen - Portfolio: https://www.isabella-design.com/ --- Source: https://flows.cv/isabellachen JSON Resume: https://flows.cv/isabellachen/resume.json Last updated: 2026-04-13