# Samantha Xie > Product Design & Strategy Leadership | Design Management | User-Centered Innovation | AI Product Development Location: San Francisco Bay Area, United States Profile: https://flows.cv/samanthaxie I’m passionate about using design thinking to create innovative, user-centric solutions that make a real difference in people’s lives. With over 15 years of experience as a Design Leader, I specialize in crafting and executing design strategies for complex workflows in enterprise/B2B SaaS and B2C products. I lead global design teams with a hybrid leadership approach that blends strategic vision with hands-on execution. From early-stage ideation and strategic planning to delivering seamless, cross-platform experiences, I excel in identifying cross-functional opportunities, aligning teams around shared goals, and driving impactful, high-quality solutions. My work goes beyond shaping products—I also influence marketing, sales, brand voice, and organizational culture to ensure design drives measurable outcomes across the business. Collaboration is at the heart of my leadership. I work closely with cross-functional teams to align business objectives with user needs, fostering innovation at every stage. I’m also deeply committed to mentoring designers, conducting design thinking workshops, and building a culture of creativity and problem-solving. Additionally, I am bilingual, which allows me to work effectively with diverse teams and international clients. When I’m not designing, I love exploring new cultures and cuisines, which constantly fuels my creativity and offers fresh perspectives. ## Work Experience ### UX Architect @ Guidewire Software Jan 2025 – Present | San Mateo, California, United States ### User Experience Manager @ Roche Jan 2020 – Jan 2024 | San Francisco Bay Area • Empowered Global Teams: Scaled the design org from 6 to 40+, managing a 15+ member global UX team across NAM, EU, and APAC, and driving innovation across 3-complex product areas. • Workflow Efficiency: Migrated a scalable design system from Atmos to Experience Fragments, boosting design and development efficiency by over 50%. • AI Integration: Collaborated with the ML/AI team to create an internal AI tool, streamlining user research access for cross-functional teams, and designed an AI generative patient summary tool, saving customers $1.7M annually. • Award-Winning Design: Led UX for navify Tumor Board, earning the Best in KLAS award with a 92.4% rating and 86% of customers achieving outcomes in six months. • User-Centric Innovation: Conducted 397+ hours of user research annually to uncover insights, driving workflow efficiency and product adoption. • Strategic Influence: Aligned UX strategies with business goals through OKRs, contributing hands-on to craft product experience blueprints that enabled C-suite and leadership to visualize and align with the vision and direction. ### Pricipal UX designer @ Roche Jan 2018 – Jan 2020 ### Design Lead @ EdgeMakers, Inc. Jan 2016 – Jan 2018 | San Francisco Bay Area • Led the design team in integrating design thinking into daily workflows, fostering a culture of innovation and user-centered problem-solving. • Drove the design strategy for the product, ensuring alignment with educational goals and user needs to create impactful learning experiences. • Guided and mentored the team in applying design thinking principles to develop and refine course content and materials. ### Senior Product Designer @ EdgeMakers, Inc. Jan 2016 – Jan 2016 | San Francisco Bay Area • Led end-to-end product design for mobile apps and web, ensuring alignment with user-centric design principles and maintaining brand consistency, while collaborating closely with product, engineering, and marketing teams to drive successful product delivery. • Conducted user research, usability testing, and behavior analytics to inform design decisions, optimize usability, and enhance the overall user experience. • Managed design resources and played a key role in refining product strategies, ensuring quality and consistency across all stages of development. ### Product Designer @ Better Chinese LLC Jan 2014 – Jan 2016 | Palo Alto, California • Created and delivered end-to-end product designs for both print and digital products, collaborating closely with product, engineering, and marketing teams to ensure user-centric solutions. • Developed rapid prototypes, wireframes, and pixel-perfect mockups for software applications, along with user flows, journey maps, and personas to enhance the overall user experience. • Collaborated with the marketing team to create motion graphic animations, while managing freelance illustrators, ensuring all work aligned with brand guidelines and messaging hierarchy. ### UI/UX & Brand designer @ ThayerMahan Inc. Jan 2016 – Jan 2016 • Redesigned the brand identity, establishing creative and design direction to ensure a cohesive and impactful visual presence. • Developed branding guidelines, including typography, color schemes, and logo designs, to align with the brand's vision and target audience. • Collaborated with stakeholders to ensure the new branding effectively communicated the brand’s values and positioned it competitively in the market. ### Graphic Designer @ Louie-Meager Art Gallery Jan 2013 – Jan 2014 • Designed graphics for online activities, official website mockups, and various visual materials, using Adobe suite. • Developed creative advertising content for multiple media formats, including catalogs, flyers, and posters, ensuring visual consistency through layout, typography, color, and grid systems. • Collaborated closely with the creative director to prepare and present designs to clients, maintaining a trend-focused approach to enhance design relevance. ## Education ### Graphic art in Fine art and Web design Ohlone College ### Design Studies San José State University ## Contact & Social - LinkedIn: https://linkedin.com/in/samantha-xie - Portfolio: https://samanthaxie.myportfolio.com --- Source: https://flows.cv/samanthaxie JSON Resume: https://flows.cv/samanthaxie/resume.json Last updated: 2026-04-13