# Joy Wei Jung > Staff Product Designer (Lead) at SoFi Location: San Francisco Bay Area, United States Profile: https://flows.cv/joyweijung Joy is a product design leader and tech enthusiast focused on helping people solve everyday problems—from saving time and shopping with confidence, providing analytics to help business growth, to staying connected with loved ones and getting their money right. She is currently a Staff Product Design Leader at SoFi, where she works across product, business, engineering, and leadership on strategy, growth, and complex problem spaces. Her role includes defining vision, shaping business cases, and leading cross-functional teams to deliver world-class financial services for millions of members. Most recently, she led the launch of a best-in-class options trading platform across mobile and web. View it here: https://bit.ly/4bS7D77 Previously, • Joy was a Principal Product Designer at Asurion, where she led a 0 to 1 initiative to build a voice-enabled tablet for non-tech-savvy seniors, enabling them to stay connected with family and friends through Facebook Messenger. View: joywjung.com/asurion-luminary/ • Before that, at App Annie (now Data.ai), she designed a competitive intelligence and keyword comparison tool that helped app developers and business owners understand performance and growth opportunities across the Apple App Store and Google Play Store. View: joywjung.com/home/aa-kw/ • Earlier in her career, she spent five years partnering with Nordstrom and Kohl’s to build and scale e-commerce websites and mobile apps, improving the end-to-end shopping experience both online and in stores. Notable projects include Nordstrom’s Black Friday pricing structure and Kohl’s Buy Online, Pick Up In Store program, a national pioneer at the time. Her life motto: Just do it. Do what you can, with what you have, where you are. Want to learn more about Joy and her work? Send a LinkedIn message. ## Work Experience ### Staff Product Designer, Invest @ SoFi Jan 2025 – Present | San Francisco Bay Area Led design for the Invest platform across brokerage, money movement, and member experience. Delivered new initiatives, improved existing experiences, and managed and mentored designers. ### Staff Product Designer, Small Business Marketplace @ SoFi Jan 2024 – Jan 2025 | San Francisco Bay Area Grew the product from crawl to walk with a small cross-functional team, defined a multi-year vision, and launched personalized, third-party–integrated lending, checking, and banking products. Set direction for the SoFi business portal; reduced ad spend and acquisition costs, and secured funding to scale the team. ### Staff Product Designer, Invest & Crypto @ SoFi Jan 2020 – Jan 2024 | San Francisco Bay Area Led core trading and asset transfer strategy and experience. Directed the migration of money movement from native iOS and Android to Flutter, which accelerated product development velocity. Scaled crypto into Invest’s top revenue driver. Managed and mentored designers and interns. ### Principal Product Designer @ Asurion Jan 2019 – Jan 2019 | San Francisco Bay Area Led growth design for Sprint, scaled Storage app registrations 2K→20K / wk, improved payment completion 2%→6%, acquired 150+ quality users, and established user research as a formal job function. ### Senior Product Designer @ Asurion Jan 2017 – Jan 2019 | San Francisco Bay Area Built Luminary from 0–1, a tablet for non–tech-savvy seniors to stay connected with loved ones; improved communication by 60% and validated willingness to pay $20–$30 per month. ### Senior UI/UX Designer @ App Annie Jan 2016 – Jan 2017 | San Francisco Bay Area • Built the “Keyword Compare” dashboard for clients to compare their app’s performance against their competitors’ Search Volume, Difficulty, Traffic Share and Keyword ranks. • Built the “App Monetization” dashboard to allow clients to get insights by comparing their app to their competitors’ app’s success metrics. Ex: Downloads, revenue, and active users. • Created a cross-platform design system to improve product usability, learnability, appearance, and efficiency through cross functional collaboration with Product and Engineering teams. • Built an account connection process to guarantee both reliability and accessibility, while improving the connection experience to also make it more intuitive and seamless. • Designed a product landing page that resulted in a 75% increase in conversion, which improved the overall connection growth. ### UX Designer @ Nordstrom Jan 2014 – Jan 2016 • Designed and delivered a cross-channel sales event which generated $204 million over the 5-day period. Collaborated with a cross-functional product team to build a promotion tool to optimize the customer experience. • Redesigned Nordstrom’s online credit and debit card application, which acquired a substantial number of new cardholders during a 5-day event. • Redesigned the Nordstrom.com and mobile app “Call and Chat” customer experience by using an iterative design process. ### Experience Designer @ Kohl's Department Stores Jan 2011 – Jan 2014 • Designed and delivered high-profile projects through user research and an iterative design process by gathering requirements, creating artifacts (user flow, mockups, prototypes), and building specs for sharing with the multidisciplinary team. • The high profile projects include the Yes2You - Loyalty Program, Buy Online and Pick Up in store, Payment Gateway Redesign, Offers (Buy This and Get That for Free), Online Ads, Product Page Redesign, Global Inventory Checker, and Navigation Redesign. ### Research Apprentice Mentor @ Indiana University School of Informatics and Computing Jan 2011 – Jan 2011 Mentored six undergraduate students from the School of Informatics and Computing to acquire a more comprehensive understanding of HCI design & research methodologies. ### UX Design Intern @ Academia Sinica, Taiwan Jan 2010 – Jan 2010 Collaborated with engineers to develop an abbreviated phrase-typing software that allowed users to type alphabets in order, and then select the desired word from a pop-up candidate list. ### Web Developer @ Eppley Institute Jan 2008 – Jan 2009 Developed, implemented and maintained more than 60 online courses and applications for National Park Service Fundamentals, including recreation, park, and tourism studies. ## Education ### Master’s Degree in Human-Computer Interaction Design Indiana University Bloomington ### Bachelor’s Degree in Telecommunications Indiana University Bloomington ## Contact & Social - LinkedIn: https://linkedin.com/in/joywjung - Portfolio: https://adplist.org/mentors/joy-wei-jung - Portfolio: https://joywjung.com --- Source: https://flows.cv/joyweijung JSON Resume: https://flows.cv/joyweijung/resume.json Last updated: 2026-03-30