# Ruolan Xia

> Builder @Zesty, Staff Product Designer @DoorDash

Location: San Francisco Bay Area, United States
Profile: https://flows.cv/ruolan

I’m a bilingual and whimsical artist working in tech. I break rules, love analogies to create unexpected designs, and scale the solutions with systematic thinking. At work, I deliver shippable, deceptively simple designs and challenge the status quo during vision sprints. I focus on crafting organized, scalable solutions that benefit the team while enjoying hands-on testing. 

Outside of work, I was the creator and illustrator of @four_chars, a language learning Instagram account with 10k+ followers worldwide.

## Work Experience
### Builder and Designer @ DoorDash
Jan 2025 – Present | San Francisco Bay Area
Currently building Zesty, an AI-native restaurant discovery app. Zesty helps people discover food the way they actually think about it: through taste, mood, and context, not just filters and ratings.

I joined the project in its earliest phase and helped shape the product from idea to public launch. My work sits at the intersection of design, AI interaction, and front-end prototyping.

Key contributions:
• Defined the core AI discovery experience
• Designed map-based restaurant exploration
• Built UI prototypes and production Swift code for key interactions
• Created personalization loops that remember users’ tastes
• Led brand and App Store launch assets

The project has been a playground for exploring how designers collaborate with LLMs to build products faster and push beyond traditional UX patterns.

### Staff Product Designer @ DoorDash
Jan 2024 – Present | San Francisco Bay Area
Served as one of the core designers behind the new DoorDash Dasher App Homescreen, a large-scale redesign launched in 2025 to enhance clarity, control, and confidence for millions of delivery partners. Collaborated cross-functionally to reimagine the homescreen experience—introducing real-time earnings visibility, simplified entry points to “Dash Now” and “Schedule a Dash,” and clearer access to “Earn by Time” and “Earn by Offer” modes.

This launch marked one of DoorDash’s most significant Dasher-facing updates in recent years, improving usability, transparency, and overall engagement across the platform.

### Senior Product Designer @ DoorDash
Jan 2023 – Jan 2024 | San Francisco Bay Area
Design for Mobility
— Spearheaded vision sprints to shape the roadmap for enhanced driving safety features.
— Pioneered the design of the first CarPlay experience for DoorDash drivers.
— Designed features like driving insights, leading to reduced insurance costs.

Platform Design
Led the creation of scalable server-driven UI frameworks, significantly accelerating development timelines from weeks to days including
— Revamped all single education screens in the app, enhancing user experience.
— Streamlined 20+ camera usage flows, saving valuable engineering time.
— Orchestrated the overhaul and launch of 30+ offer screen variations, introducing a unified architecture that improves delivery acceptance rates and reduces app crashes.

### Product Designer @ DoorDash
Jan 2022 – Jan 2023 | San Francisco Bay Area
DoorDash Lunch Plan
Dasher App Vision 2023+
Dasher App Platform

### Founding Product Designer @ Zeplin, Inc.
Jan 2019 – Jan 2022 | San Francisco Bay Area
As the 2nd designer in a fast-paced growing startup (from 30 to 100), I reported directly to the CEO, and supported 6 cross-functional teams including Product, Engineering, Marketing, Customer success, Support, and Business operation teams.

* * *

As a teamplayer

1. Design or revamp a series of product features. All features are launched and can be found in Zeplin app.
— Highlight components and Storybook integration
— Spacing inspection experience
— Revamped workspace: Sections, Status, and Pin
— Notification center
— Layout Specs
— Revamped onboarding experience

2. Design and release major and minor marketing projects: 
— Zeplin Harmony User Summit
— Landing pages component library
— Landing pages: Zeplin homepage (Revamped), Figma Better Together (New), Pricing (Revamped), Zeplin Blog (New), and Enterprise landing page (New).
— Other assets: Email template, One-pagers, YouTube thumbnails, Medium blog banners, Email banners, and Presentation slides.

* * *

On Design operations

1. Improve or set up a series of frameworks: Design Crew Wikis, Design Crew Culture Manifesto, Collaboration cheatsheet (Jira ticketing process), Brand guidelines, and Feedback framework to provide a more streamlined way for cross-functional teams.

2. Automate marketing visual design tasks including Banners, Thumbnails, Landing pages, etc.

3. Contribute to the Design crew hiring process by referring and interviewing candidates.

4. Onboard new hires with information sessions on how the design crew works.

### Senior Product Designer @ Intuit
Jan 2018 – Jan 2019 | Mountain View, California
Designer at QuickBooks Self-Employed team
— Redesigned a series of transaction categorization experiences, boosting the efficiency by a 120% increase in transactions reviewed in bulk.
— Designed for the revamped pricing plan with a 36% annual subscription rate on iOS and 33% on Android.

### Product Designer @ Intuit
Jan 2017 – Jan 2018 | Sydney, Australia
Designer at QuickBooks Online (Australia) team
Interaction design:
— Redesigned Tax center onboarding experience, with more than 5000 sales tax forms e-filed.
— Redesigned the First-time-use experience of QuickBooks Online (AU) Payroll.
— Redesigned QuickBooks Online Accountant Bulk Reclassify experience.

Design system:
— Built an Illustration gallery for QuickBooks, benefiting designers across the community.
— Contributed to the illustration system of Project Bolt (the QuickBooks brand renovation project) by providing art directions and crafting design assets.

Marketing design:
— Designed landing pages, social posts, and digital banners for QuickBooks (AU) website.
— Designed the guidance booklet for the annual event - QuickBooks Connect (AU).

### Product Designer @ Intuit
Jan 2017 – Jan 2017 | Mountain View, California, United States
Designer at QuickBooks Design System team
— Designed the UI Component Gallery for Intuit Design System.
— Refined the sitemap of the QuickBooks Design System website.

### Product Design Intern @ Intuit
Jan 2016 – Jan 2016 | Mountain View, CA
Designer at QuickBooks Online Accountant team
— Redesigned Quickbooks Online Certificate Exam experience with high-fidelity prototype.
— Conceptualised a creative solution for the table UI pattern in Quickbooks Online Accountant.

### UI/UX Design Intern @ Moxtra, Inc.
Jan 2014 – Jan 2015 | Hangzhou, China
— Envisioned a mobile-first solution for Moxtra online conferencing and category management experience through research and digital prototyping. 
— Refined design assets of Moxtra iOS app and contributed to keeping Moxtra the #1 Project Collaboration App in Apple Appstore.
— Crafted the Style guide for Moxtra web app.


## Education
### Master's degree in Integrated Innovation for Products and Services
Carnegie Mellon University
Jan 2015 – Jan 2016

### Bachelor of Engineering (BE) in Industrial and Product Design
Zhejiang University
Jan 2012 – Jan 2015

### Bachelor of Management in Marketing
Zhejiang University
Jan 2011 – Jan 2015


## Contact & Social
- LinkedIn: https://linkedin.com/in/xiaruolan
- Portfolio: http://ruolan.design
- Dribbble: https://dribbble.com/four_chars
- Portfolio: https://ruolan.design/

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Source: https://flows.cv/ruolan
JSON Resume: https://flows.cv/ruolan/resume.json
Last updated: 2026-03-30