# Rochelle Dai > Product Lead at PairAnything - Techstars Oakland '24 Location: San Jose, California, United States Profile: https://flows.cv/rochelledai As a child of immigrants, I was my mom's IT support. English wasn't her first language, and neither was navigating digital interfaces. I saw firsthand how bad UX restricts people's autonomy and access to resources, like not being able to manage your own money because you can't get past the login flow — that shapes your financial habits for life. That's why I design experiences that give people agency to live their best lives. I'm Rochelle, a Product Designer based in San Jose with 5 years of experience and a background in Cognitive Science. Most recently I was at PairAnything, a wine-tech startup, where I designed products to help shoppers feel confident buying wine they'd never tasted before, making wine accessible to underrepresented folks. Before that, I was a founding designer and mentor at UC Davis's first human-centered design org, where I led projects in Health, Gaming, and Education. I love asking questions, collaborating with engineers/PMs/execs, and I've gotten pretty good at figuring things out with limited resources after 5 years at a startup. When I'm not designing, I'm screen printing silly t-shirts as gag gifts for friends, or enjoying the outdoors fishing. ## Work Experience ### Product Lead @ PairAnything Jan 2023 – Present PairAnything boosts retail sales for small wineries by providing unique wine and food pairings to shoppers. Backed by Techstars. - Planned, led, and executed a two-week pilot at a grocery store from concept to completion, which involved conducting customer interviews, establishing product metrics, ideating, wireframing, and designing high-fidelity prototypes for tablet and mobile. Collaborated closely with developers, the CEO, and researchers to ship, test, and measure the product, resulting in a 250% increase in wine sales. ### UX Designer @ PairAnything Jan 2022 – Jan 2023 - Spearheaded the end-to-end design of PairAnything In-Aisle Expert in 21 Target stores, securing a $120K investment from Techstars. Collaborated with developers, data scientists, and the CEO to iteratively document requirements, metrics, and stakeholder feedback. Designed high-fidelity mobile prototypes, prioritized features for deployment, conducted user testing, and analyzed data to create case studies for marketing. - Guided a team of 5 through design thinking workshops, conducted user interviews, crafted journey maps, and high-fidelity prototypes to create PairAnything for Restaurants, securing partnerships with the seventh-largest retailer in the United States, Target. ### UX Design Intern @ PairAnything Jan 2021 – Jan 2022 - Conducted user interviews, surveys, and usability testing, redesigning the consumer web product into a native app, winning Entrepreneurial Spirit fund and Founders Live pitch competition. - Established a brand guide for unified visual identity across all partners and platforms. ### Graphic Designer @ ASUCD Creative Media Jan 2020 – Jan 2022 | Davis, California, United States Creative Media is a design agency primarily serving the UC Davis student body. Collaborated with a team of 5 designers to translate brand guidelines into a UI design system on Figma and redesign the ASUCD website, serving over 31,000 students and increasing website traffic by 30%. ### Design, Marketing, Employer Relations Student Assistant @ University of California, Davis Jan 2020 – Jan 2021 | Davis, California, United States Established design system and templates, unifying newsletter campaigns across 5 sectors, resulting in a 25% increase in email open rate and an 80% reduction in newsletter creation time. ### Product Manager @ Design Interactive Jan 2021 – Jan 2021 Design Interactive is UC Davis’s first student-run, human-centered design consultancy, delivering products from concept to design for businesses within 6-week sprints. Directed a team of four to deliver a minimum viable prototype for "Playtest," a gamified education startup, managing stakeholders, deliverables, timelines, and providing continuous feedback throughout the design process. ### Product Designer @ Design Interactive Jan 2020 – Jan 2021 | Davis, California, United States Collaborated with a team of five to interview and survey users, creating affinity maps, wireframes, and How Might We questions. Owned the interaction design, high-fidelity prototyping, design system, and user testing to present: - Design Critique: an online platform for hosting critique sessions remotely for students and instructors, recognized with awards for "Most Innovative UX" and "Audience Favorite." - Half n Half: collaborative video chatting games aimed at addressing senior mental health and loneliness during COVID-19, also receiving awards for "Most Innovative UX." ### Lead Designer @ Bit Project Jan 2019 – Jan 2020 | Davis, California, United States Devised brand identity, produced videos, and directed a team of designers, resulting in partnerships with Microsoft and MongoDB. ### Design Intern @ SAGE Instruments, Inc. Jan 2019 – Jan 2019 | Watsonville, California, United States Coded the website landing page in HTML/CSS, rendered 3D models using Blender. ## Education ### Bachelor's degree in Design and Applied Arts, Cognitive Science University of California, Davis ## Contact & Social - LinkedIn: https://linkedin.com/in/rochelledai - Portfolio: http://www.rochelledai.com/ --- Source: https://flows.cv/rochelledai JSON Resume: https://flows.cv/rochelledai/resume.json Last updated: 2026-04-13