# Pei Shi Hu

> Product and Brand Experience Designer

Location: San Francisco, California, United States
Profile: https://flows.cv/peishihu

Pei is an experience designer with 13+ years of professional experience building delightful and engaging experiences for people, brands, and digital products, currently based in San Francisco.

## Work Experience
### Product Design - Staff @ Samsung Electronics America
Jan 2025 – Present
• Leading cross-platform UX strategy for Samsung TV Plus across TV, mobile, and web.
• Shaping the long-term UX vision, translating strategic goals into actionable, high-impact design solutions.
• Enhancing content discovery to improve user engagement, with a strong focus on VOD discoverability and recommendations.
• Driving cross-functional collaboration, aligning UX with PM, Data, Research, Curation, and Marketing to support both business and user needs

### Product Design - Senior @ Samsung Electronics America
Jan 2022 – Jan 2025
Samsung TV Plus (Cross-Platform UX Lead)
• Defined and executed UX strategy across TV, mobile, and web, influencing the global product roadmap.
• Led content discovery improvements, optimizing VOD engagement and refining browsing experiences.
• Collaborated with Samsung’s Korea team, ensuring a unified One UI design across regions.

Mobile Services (New Product Development)
• Researched and identified new service opportunities within Samsung’s ecosystem.
• Designed and pitched new service concepts, securing executive alignment for product development.
Products: Samsung TV Plus · Samsung Art Store · Samsung Weather · NCD Projects

### Product Design - Contract @ Samsung Electronics America
Jan 2021 – Jan 2022
• Mobile product designer for service apps in the Samsung mobile ecosystem
• Collaborate with product owners and strategists to craft innovative future product visions
Products: Samsung TV Plus · Samsung Pay (Wallet) · Samsung Members · Samsung Internet Browser · Samsung Art Store · New Concept Development

### Product and Brand Design Consultant @ Freelance Designer / Self Employed
Jan 2013 – Present | United States • China
collaborate with stakeholders and design studios to create branding and product solutions

### Product Design @ Ulta Beauty
Jan 2021 – Jan 2021
• Redesigned the homepage for the iOS and Android app to improve user experience
• Implemented new branding throughout the iOS and Android app design to align with the company's new visual identity
• Developed a new design system for the app that included new, reusable components.

### Product Design @ FamilySearch
Jan 2020 – Jan 2020
• Led cross-functional collaboration with designers from multiple teams to revamp messaging and commenting components in the new design system, resulting in a cohesive and user-friendly experience. Collaborated with the engineering team to ensure the new components were adaptable for use by multiple teams.
• Utilized expertise in multi-language design to develop culturally appropriate messaging and website interaction design for Chinese-speaking audiences at FamilySearch, including leading user testing efforts to identify language barriers and improve the user experience, resulting in significant improvements in user engagement and satisfaction.
• Led the design process with an external agency for personalized email campaigns at FamilySearch, streamlining requests and providing feedback to align with internal needs and development capabilities. Successfully executed the highest engaging email campaign in recent years, achieving significant improvements in user engagement and resulting in increased traffic to the FamilySearch website.
• Shared a design process presentation to the team in the Design Unplug event, emphasizing the importance of considering the full user journey both on and off-screen. Encouraged the team to broaden their perspective and adopt a more holistic, user-centric design approach.

### Product • UX/UI Design Lead @ Avalon Technology Inc
Jan 2019 – Jan 2020 | Greater Los Angeles Area
• Led the redesign of the branding and initiated the design system for the company's products and services.
• Conducted user research, usability analysis, and testing to optimize the writer portal workflow, resulting in a more user-friendly and efficient experience for writers.

App Store Link
https://apps.apple.com/us/app/avalonnovel/id1250024866

### Product • UX/UI Design @ 动次科技(北京)有限公司
Jan 2018 – Jan 2019 | Beijing City, China
• Conducted user interviews and performed detailed usability assessments for the Dongci Video app to uncover user needs and pain points.
• Proposed design solutions to optimize collaboration features in the app, in order to increase user engagement and retention.
• Worked closely with the development team to implement these design solutions and gain buy-in from executives.

App Store Link
https://apps.apple.com/us/app/%E5%8A%A8%E6%AC%A1/id1238028750

### Brand Experience Design and Strategy @ Leaping Creative 立品设计
Jan 2014 – Jan 2017 | Guangzhou,  China
EXTERNAL:
• Collaborated with clients' business stakeholders and brand strategists to define the brand vision, project objectives, and key messaging for effective communication of brand values.
• Conducted research on industry, target audiences, and competitors to provide valuable insights for successful execution of designs.
• Led brainstorming and design review sessions with creative and design teams to visualize a cohesive brand vision across channel
• Developed and executed a cohesive visual identity system, translating it into impactful in-store experiences and designing visually compelling window/store displays and exhibitions that effectively communicated brand messages, resulting in increased brand recognition, user engagement, and attracting new customers.
• Managed external photography partners and directed photo shoots to produce visually compelling brand key visuals, ensuring high-quality and on-brand deliverables.
• Made strategic recommendations for future marketing directions based on the current business stage and overall brand image, ensuring brand consistency.

INTERNAL:
• Worked closely with the core team to develop and execute the company's marketing plan and materials, ensuring cohesive brand messaging and visual identity.
• Produced digital and print promotional materials for social media, exhibitions, public events, and promotions to build the company’s reputation in the design communities.
• Consistently shared industry findings, design insights, and best practices with the design team, and initiated design workshop series to inspire creative thinking, improve design quality, and foster a culture of continuous learning and growth in the team.
• Mentored junior designers and provided feedback on their work to ensure high-quality standards and continued growth of their design skills.

### Designer @ THINKTHING STUDIO LTD
Jan 2014 – Jan 2014 | Hong Kong
• Collaborate closely with clients to understand their business objectives and brand images, and use this information to reconstruct marketing strategies and product lines that align with their goals.
• Design visually compelling sales kit materials, both physical and digital, that effectively communicate the client's brand visuals and messaging.
• Work closely with internal and external designers to ensure smooth delivery of all project components and that all designs align with the client's objectives and branding.

### Founding Partner • Design @ big eyed bird creative
Jan 2013 – Jan 2014 | Cayce, South Carolina
EXTERNAL:
• Meet with clients to understand their specific needs, goals, and objectives and develop detailed design briefs for projects.
• Develop and execute innovative concepts and marketing plans for events to help clients achieve their desired results.
• Design and create visually compelling brand visual identity systems and produce a wide range of collateral materials, such as brochures, posters, and business cards.
• Plan, design, and execute a wide variety of online and offline materials, including websites, social media graphics, and email campaigns.
• Serve a diverse range of clients, including regional annual festivals, technology start-ups, non-profits, and local government agencies.

INTERNAL:
• Actively participate in business development through client meetings and proposal writing, helping to grow the company's client base.
• Take ownership of the company's marketing plan and execution, including the creation of monthly e-blast campaigns, seasonal mailers, regular website updates, and daily social media original content development.
• Collaborate with the team to develop and execute the company's overall strategy and vision, to help the company achieve its goals and objectives.
• Continuously seek ways to improve and optimize the company's internal processes and operations.

### Graphic Designer • Photographer @ Post No Bills
Jan 2012 – Jan 2013 | Columbia, South Carolina Area
• Collaborated with the team to develop visual identities for various clients, including movie promotions, events, and branding, resulting in increased brand recognition and engagement.
• Conceptualized and designed branded merchandise, movie promotion media kits, event decors for film studios, resulting in increased media coverage and buzz around the movie's release.
• Served a wide range of clients, including major international brands such as ESPN, Disney, DreamWorks, and Paramount.
• Took responsibility for event photography, product photography, and image retouching, ensuring that all visual materials aligned with the established brand identity and adhered to the client's specifications.
• Maintained an organized and well-documented library of design assets, ensuring that they were easily accessible to team members and stakeholders.

### Design Coordinator @ Carolina Children’s Home
Jan 2010 – Jan 2011 | Columbia, South Carolina Metropolitan Area


## Education
### Bachelor of Fine Arts (BFA) in Graphic Design with Business Administration Minor
University of South Carolina


## Contact & Social
- LinkedIn: https://linkedin.com/in/peishihu
- Portfolio: https://www.peishihu.com

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Source: https://flows.cv/peishihu
JSON Resume: https://flows.cv/peishihu/resume.json
Last updated: 2026-04-13