# Pianpian Liu > eCommerce Product Designer @ Williams-Sonoma | Former eCommerce Senior Strategist with 7+ years of experience driving double-digit revenue growth Location: San Francisco Bay Area, United States Profile: https://flows.cv/pianpian Design Portfolio: www.pianpiannancyliu.com I'm a product designer with 7+ years of prior experience driving double-digit revenue growth in B2C eCommerce. I collaborated frequently and closely with engineers, UX/UI designers and user researchers to bring features and content to life on eCommerce websites and ultimately create high-quality online shopping experiences for users. I deftly balance fulfilling user needs with achieving business objectives. I'm well-versed in utilizing Google Analytics, PowerBI and Crazy Egg to analyze eCommerce KPIs, distill performance insights and tying my design decisions to relevant metrics. Now that I’ve transitioned to UX, I’m still very much passionate about crafting the most user-friendly, easily accessible and aesthetically delightful digital experience. I’m really excited and eager to utilize both my eCommerce business acumen and my user research and design skills that I’ve honed, to solve user problems at an eCommerce company. If you know of or you are a Product or UX designer in the eCommerce industry, please connect with me and I would love to chat with you either virtually or in person about your work! ____________________________________________________________________________ Skills: User-Centered Design, Design Thinking, Design Sprints, Web Design, Mob Design, Survey, User Interview, Card Sort, Affinity Map, Personas, User Flows, User Journeys, Storyboard, User Stories, Information Architecture, Sketching, Wireframing, Visual Design, Prototyping, Usability Test, Process Creation/Improvement, Project Management, Mandarin Fluency Tools: Figma, Figjam, Miro, Marvel PoP, Google Analytics, PowerBI, JIRA, Trello, Confluence, Basecamp, Notion, Google Suite, Microsoft Suite ## Work Experience ### Product Designer @ Williams-Sonoma, Inc. Jan 2024 – Present | San Francisco, California, United States ### Product Designer @ Stealth Startup Jan 2023 – Present | San Francisco Bay Area • Design key responsive eCommerce pages - homepage, product listing page, product detail page, soft cart, cart and checkout - for the purpose of product demo to potential customers for an eCommerce headless solution startup • Provide acceptance criteria to describe component functionalities to developers ### Product Designer @ Tech Fleet Jan 2023 – Jan 2023 • Created user flows and wireframes to visualize evaluator needs for an online food feedback platform operating under non-profit organization - Ruminate • Conducted usability testing with wireframe prototypes on 5 evaluator users and iterated using testing results and client feedback • Developed functional prototypes in Figma that served as visual front-end requirements for developers to code • Prepared handoff specs and documentation and ensured design feasibility by communicating with developers ### Product Designer @ Sofvie Inc. Jan 2023 – Jan 2023 | Sudbury, Ontario, Canada Sofvie Internal Data Dashboard Project March 2023 - April 2023 • Increased design efficiency and consistency by utilizing auto-layout and reusable components, and creating style guide guiding typography, color, layout and grid • Reduced data viewing and analysis time by over 50% with web dashboard user interface for SaaS company and confirmed by conducting usability tests with senior management as business users • Improved dashboard's focus and security by convincing client to card sort which revealed information architecture intuitive to users' mental models and the need to exclude sensitive revenue data points • Drove alignment on design direction and gained valuable feedback for iteration by presenting and communicating wireframe mocks and data visualization decisions to stakeholders • Coordinated 5 team meetings, 4 interviews, and 4 usability tests between 4 team mates and 8 project stakeholders B2B SaaS solution for Sofvie's client July 2023 - October 2023 • Digitize manual paper work flow for Sofvie’s client by designing and usability testing wireframes, and iterating to high-fidelity prototype • Utilizing Bootstrap CSS framework and its components to create high-fidelity designs and prototype ### Product Designer | Design Lead @ Pianpian Liu Design Jan 2022 – Jan 2023 2022 Projects Kept - End-to-End household food waste reduction mobile app • Gained deep understanding of home cooks’ food waste behaviors by conducting secondary and primary research - surveys and user interviews • Analyzed and transformed research insights into product and design directions by creating and utilizing affinity map, persona, journey map, user stories • Iterated from sketches to wireframes to high-fidelity prototypes with learnings and feedback from guerrilla tests and 2 rounds of usability tests House2Home - Decor bundling solution on eCommerce website (Design Sprint) • Distilled insights from existing user interviews and mapped user flow of achieving home decorating goal • Iterated from sketches to storyboard to high-fidelity prototype and conducted 5 usability tests to validate designs 2023 Projects Comparion - Product specs and reviews comparison mobile app • Distilled key insights to inform design direction by conducting user interviews • Increased avg SUS score by 3.4% by iterating design from mid-fidelity mocks to high-fidelity designs and prototypes and conducting 2 rounds of usability testing on a total of 10 users • Devised a project plan with a 90-hour time constraint, prioritizing certain UX methods over others to optimize project outcomes ### Senior eCommerce Strategist @ Balsam Brands Jan 2019 – Jan 2022 | Redwood City, California, United States • Implemented features, visual designs and improvements on web and mobile with high-quality results by collaborating closely with cross-functional teams: product management, engineering, UX research and design, marketing, and more • Reduced bounce rate by an average of 35% and exit rate by an average of 20% year over year by strategizing homepage content through crafting wireframe plans for 4 international markets of a $300M eCommerce retailer (UK, Australia, Germany and France) • Inspired marketing strategy comparing our artificial trees to real Christmas trees by initiating and project-managing a customer survey that showed 65% of our German shoppers were first time artificial Christmas tree buyers • Presented insights and recommendations to C-level leaders derived from analyzing daily and weekly site performance data (sessions, revenue, conversion rate, AOV) using Google Analytics and Power BI reports • Reduced internal copywriting work load by designing cross-functional process for content creation involving external localization vendor and internal copy, design and operations teams • Ensured timeliness, accuracy and quality of homepage, navigation, category and product page changes by overseeing and performing QA on executions done by 4 analysts ### eCommerce Website Management Strategist @ Balsam Brands Jan 2017 – Jan 2019 | Redwood City, California, United States • Increased homepage revenue by 31% ($360K) and reduced bounce rate by 20% by recommending and leading homepage wireframe revamp for Australian market that allowed for more merchandising zones • Planned prices and estimated unit sales for about 1000 SKUs using Excel model ### eCommerce Website Management Analyst @ Balsam International Unlimited Company-Philippine ROHQ Jan 2015 – Jan 2017 | Dublin, Ireland ### eCommerce Website Management Analyst @ Balsam Brands Jan 2014 – Jan 2015 | Redwood City, California • Managed new product introduction (NPI) for 4 markets with about 165 new SKUs per year • Co-ordinated with engineering and design to launch promotional and product marketing visual assets on site ### Brand Strategy Intern @ Landor Associates Jan 2013 – Jan 2013 | Shanghai, China ## Education ### Bachelor of Science in Economics in Management and Marketing The Wharton School ### UX/UI Design Career Track Certification in UX/UI Design Springboard ## Contact & Social - LinkedIn: https://linkedin.com/in/pianpianliu - Portfolio: https://pianpiannancyliu.com --- Source: https://flows.cv/pianpian JSON Resume: https://flows.cv/pianpian/resume.json Last updated: 2026-04-13