# Rina Chang > Staff Product Designer, Experimentation Platform Location: San Francisco Bay Area, United States Profile: https://flows.cv/rinachang Experience designer with 16+ years experience in Software as a Service (SaaS), with experience with enterprise, small business, and consumer-facing tools and UIs. Thrives in fun, fast-paced, dynamic situations; passionate about delighting users through fantastic, usable design. Well-versed in driving impactful, user-backed design and business thought leadership for products, initiatives, and operating mechanisms for internal and external groups. Demonstrated expertise in collaborating with, motivating, and gathering consensus from cross-functional teams. Excellent communication and presentation skills to teams and senior leaders; works well with feedback. Proven ability and drive to learn and apply new skills quickly Skills include: USER EXPERIENCE DESIGN Wireframes, user workflows, high- and low-fidelity mockups, functional & visual specifications, visual design, competitor analysis, UI patterns, personas, product principles, design thinking, web application design, holistic front- & backend system design USER RESEARCH Contextual inquiry, user testing (design, screeners, moderation, & analysis), A/B testing FRONT-END DEVELOPMENT A prototyper's knowledge of jQuery, CSS, and HTML SOFTWARE Sketch; Adobe Photoshop, Illustrator, Dreamweaver; Keynote; OmniGraffle; Glyphs; Axure; Microsoft Visio, Office Suite ## Work Experience ### Staff Product Designer, Experimentation Platform @ Netflix Jan 2017 – Present | San Francisco Bay Area Staff Product Designer (and sometimes Product Manager) for ABlaze, the UI for the Experimentation Platform at Netflix, which encompasses the tooling needed to set up, execute, and analyze A/B tests. ### Lead UX Designer, Membership Infrastructure @ Netflix Jan 2013 – Jan 2017 Designed and directed user experiences for multiple in-house Netflix products, including: • A/B testing and experimentation platform • agent-facing CRM • customer-facing Help Center • customer messaging platform • creative campaign manager • dynamic and programmatic ad creation tool • Facebook ad bidding/placement tool • digital asset manager and creative review tool INTERACTION DESIGN Organized, clarified, collaborated, and communicated across a diverse cross-section of roles and multiple teams. Balanced business goals, technical constraints, and user needs for all features launched. Designed complete product tools from scratch, including a learning & development (L&D) delivery and assessment platform, a content management system (CMS) for agent- and customer-facing knowledge base, and more (see list of supported products above). PM Created product visions for the A/B testing product, a creative campaign management tool, and a scalable reusable content management system. Ensured user needs were represented in all facets of the product features that were released. Managed expectations of stakeholder and engineering teams so that products would be built in a way that makes sense to all parties involved, tradeoffs were agreed-upon as needed, and everyone was aligned. USER RESEARCH Conducted user interviews to increase understanding of workflows, goals, and constraints of our users. Summarized findings into easy-to-interpret documents for consumption by engineers. Conducted focus groups and side-by-sides with call center agents to better understand their workflows, crowdsource top-of-mind concerns, and to observe usability challenges in the tool. VISUAL DESIGN Defined different visual design systems for different teams (based on their infrastructure and user base). Standardized visual design systems for existing products. Also created iconography, icon font assets and associated CSS files, and spec documentation for ease and clarity of communication. ### Senior Interaction Designer @ Ariba Jan 2012 – Jan 2013 | Sunnyvale, CA Worked on several B2B applications, including a designing a new vision for a temp labor hiring product, improving remittance information for suppliers, and integrating service-based spend information from an acquisition into Ariba's systems. Began introducing design thinking best practices to the company and its processes, including re-introducing user research methodologies to products, consulting on persona creation, and defining op mechs and processes. Deeply involved in UX recruiting and overall UX-related process improvements. ### Senior User Experience Designer @ Endurance International Group Jan 2012 – Jan 2012 | Menlo Park, CA Identified synergies between EIG's and Homestead's suite of Online Marketing products in the role of lead Interaction Designer and acting Product Manager for all Online Marketing products at Homestead, laying the foundation for the future integration strategy. ### Innovation Catalyst @ Intuit Jan 2011 – Jan 2012 | Menlo Park, CA Co­‐designed a highly-­praised learning via experimentation experience for ~30 global CEOs at the May 2012 World Economic Forum, working with Scott Cook (Intuit founder) and Tim Brown (IDEO CEO) Coached, mentored, taught, & developed ~140 Fast Path leadership training participants, ~30 new Innovation Catalyst trainees, and a number of other leaders and team members in design thinking principles, tools, and applications. ### Senior Interaction Designer @ Intuit Jan 2010 – Jan 2012 | Menlo Park, CA Designed screens and flows, conducted user research, created prototypes, improved op mechs, and led product vision and strategy for several initiatives such as a new websites offering, our first time use & signup flow, marketing sites, and a suite of online marketing products. Spearheaded product vision and ongoing implementation strategy for Spark, an online marketing product launched July 2012. Designed in‐product and human-powered experiments, screens, and flows, using feedback and metrics to guide next steps and prove hypotheses on user experience, channel, and price. Led transition to “decision by experiment” via modeling rapid testing behavior, coaching multiple teams in tools and tactics, and gathering leaders’ support. Organized experimental teams to discover new business opportunities, accelerated number of decisions via experiments from 0 in April 2012 to ~20 in July 2012, and ultimately rolled teams and learnings back into our main products or spun off a business opportunity. Collaborated closely with PM partner to research and test a new approach to signing up and initial use for our core Websites product. Research indicated changes in messaging on our marketing pages; resulting winning cell of a four-cell test beat control by $2.30 in MSP and $363 in MRR, as well as a series of tests aimed at delivering customer benefit earlier in signup. When our hunches about the flow ultimately proved incorrect, summarized and reported out the reasons why and our recommended next steps to leadership. ### Interaction Designer @ Intuit Jan 2007 – Jan 2010 | Menlo Park, CA Led holistic user experience design for 2 SEO products, Intuit WebListings (September 2009) and Traffic Booster (April 2011), which (as of late 2012, excluding bundles) was being used by 15.5% of paying customers and drove $495 MRR combined. Responsibilities included designing screens and creating specifications, coordinating requirements across multiple cross-­functional teams and multiple touchpoints within the user­‐facing and agent‐facing UIs, designing price point tests, project management, and post-launch customer support. In addition, launched several improved usability of existing website builder product and the marketing & product for the QuickBooks Online free tier. ### User Interface Designer @ Homestead Technologies Jan 2007 – Jan 2007 | Menlo Park, CA Launched the Homestead Business Directory for small businesses (product site, signup flow, backend administrative interface, CRM support). Launched product manager for Homestead SimpleStore, an ecommerce add-on for our websites product. ## Education ### Bachelor of Science (BS) in Product Design Stanford University Jan 2003 – Jan 2007 ### Saratoga High School ## Contact & Social - LinkedIn: https://linkedin.com/in/rinachang - Portfolio: http://www.rinachang.com - Portfolio: http://uxanddesignthinking.blogspot.com/ --- Source: https://flows.cv/rinachang JSON Resume: https://flows.cv/rinachang/resume.json Last updated: 2026-03-30