# Xiang Yu > Product Designer | Design & Frontend Development Location: San Francisco, California, United States Profile: https://flows.cv/xiangyu1 Product designer and design engineer who cares about both how things look and how they ship. I design in Figma and build in code, comfortable moving from wireframes to a deployed Astro or Webflow site without handing off to someone else. At Block Party Productions, I led a full website redesign and platform migration, rebuilding the site in Astro, Tailwind CSS, and Cloudflare, improving Lighthouse performance from 91 to 97 and increasing qualified event inquiries by 40%. At Kylie Paper Co., UX improvements drove a 27.6% revenue increase and 18.3% higher conversion. At Killiney Kopitiam, a pre-launch signup page generated 2,200+ signups before opening day. Outside of product design, I lead complex architecture projects at CAC Architects, life sciences, biotech, and data center work for clients like Nvidia, Veracyte, and Healthpeak. That background shapes how I think about systems, constraints, and scale. I'm comfortable working across the full stack: from early research and wireframes to shipping production code. I work best at the intersection of user needs and business outcomes. If you're working on something that needs both design thinking and technical execution, let's talk. ## Work Experience ### Product Design Lead @ Block Party Productions Jan 2022 – Present | San Francisco Bay Area Block Party SF (a leading hospitality platform), Website Redesign • Led the redesign of the website for a local restaurant group: Identified key personas and pain points, showcased five event venues and catering services to drive traffic conversion, resulting in a ~40% increase in qualified inquiries within the first month of launch. • Engineered a full platform migration from Webflow to Astro + Cloudflare: Rebuilt the site using Astro, Tailwind CSS v4, and the Cloudflare adapter, integrated Resend for transactional form emails, and deployed via CI/CD on Cloudflare Pages, improving the overall Lighthouse score from 91 to 97 and reducing average LCP from 4.3s to 2.8s across all venue pages. • Built and maintained a comprehensive design system: Delivered consistent brand expression across nine pages with reusable Astro components, responsive layouts, and a streamlined booking flow optimized for lead conversion. • Led cross-functional stakeholders collaboration: Worked together with the company CEO to drive alignment on business goals and solutions, incorporated feedback from different stakeholders into design and development. Killiney Kopitiam (an international chain restaurant), Digital Conversion Initiative • Led the design of pre-opening engagement: Thoroughly studied target user behavior, designed a Webflow-based signup page to drive traffic prior to opening, leading to 2,200+ signups within three months. • Orchestrated online marketing initiatives: Integrated marketing leads with Mailchimp to deliver seamless marketing campaigns & set up personalized invitations for future events. ### Designer @ CAC Architects Jan 2021 – Present | San Francisco Bay Area • Serve as the design lead for 20+ major Life Sciences, Biotech, and Data Center projects, delivering strategic and viable solutions for industry leaders including Nvidia, Veracyte, Cellares, Pfizer, Healthpeak, Kilroy, and Longfellow. • Direct cross-functional collaborations, managing teams of 10+ members and developing strategic project roadmaps to ensure high-quality designs are delivered on time and within budget, backed by rigorous quality control measures. • Mentor and coach junior designers, providing one-on-one guidance to over five team members, leading training workshops, and fostering a culture of continuous learning and professional growth. ### Product Designer @ Kylie Paper Co. Jan 2023 – Jan 2023 | San Francisco Bay Area • Redesigned the website: Conducted in-depth user research, worked closely with cross functional stakeholders to implement data-driven design solutions, resulting in a 27.6% increase in seasonal revenue. • Improved the checkout experience: Reducing friction in the checkout process through offering intuitive navigation and auto filling information, driving an 18.3% increase in conversion rates and a 36.2% improvement in customer retention. • Developed wireframes, prototypes, and mockups: Iterated design concepts and solutions through user testing to drive business outcome. ### Experience Designer @ Apeiro Design Jan 2016 – Jan 2021 | San Francisco, CA • Spearheaded immersive experiences design for premier entertainment venues, collaborating with global brands including Cirque du Soleil, Franco Dragone, Sunac, LACMA, and Salesforce. • Collaborated closely with multidisciplinary teams, integrating cutting-edge technology to craft engaging and visually dynamic environments for diverse audiences, pushing the boundaries of theatrical design to meet the evolving needs of production teams and clients. ### Teaching Assistant @ University of Massachusetts Amherst Jan 2015 – Jan 2016 | Amherst, Massachusetts, United States • Designed, created, and crafted sets and props for Theater Department productions and events, ensuring each piece met the artistic vision and technical requirements. • Collaborated with faculty and staff to teach and demonstrate custom fabrication techniques across various materials, fostering a culture of continuous learning and skill development. • Contributed to the efficient operation of the scene shop by organizing materials, maintaining equipment, and adhering to safety protocols, ensuring a productive and safe working environment. ## Education ### Master’s Degree in Architecture University of Massachusetts Amherst ### Bachelor’s Degree in Construction Management Chongqing University ## Contact & Social - LinkedIn: https://linkedin.com/in/usean - Portfolio: https://www.usean.co --- Source: https://flows.cv/xiangyu1 JSON Resume: https://flows.cv/xiangyu1/resume.json Last updated: 2026-04-13