About
👋 Hi, I'm Chi-Chi. I'm a growth-oriented Design Director & full-stack designer building for impact and scale across Product, Brand, and Marketing. Secret wannabe k-pop backup dancer 🎶🪩.
Projects
The Equi Admin tool gives non-technical team members the ability to keep track of the initial client onboarding, the fund subscriptions process, and tracking investments and redemptions. The key objective was to redesign key Equi Admin pages and optimize current features to decrease the onboarding time of new FundOps team members.
Created a design system for the internal teams of a rapidly scaling blockchain product.
Co-lead the design optimization of the mobile HELOC App Start Product experience, reducing overall Customer acquisitions costs.
Designed a logo, visual identity system, product guidelines, and toy packaging that synthesize the playful nostalgia of Disneyland’s ElectricParade and the cutting-edge couture of Barneys New York.
Work Experience
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Re-conceptualized and designed the new UX / UI of Equi’s content-driven onboarding experience where LPs can monitor and manage their portfolios; invest in additional funds opportunities; and explore personalized content to retain investor engagement
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Increased the signed-in user sessions by 16 minutes
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NPS-based on customer feedback after launch increased by 3pts
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Re-designed the newly internalized fund subscription and dynamic checkout process, saving the company $150k in yearly 3rd party software costs
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Designed and led the implementation of Equi Marketing site, resulting in the following metrics:
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Increased unique website visitors by 61% in Q3 2023
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Increased complete sign-up rate by 30%
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Increased session duration by 5 minutes
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Increased pages-per-sesssion by 300%
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Leveraged as a Sales tool, Equi sales close rate is 40% (industry average close rate is 20%
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Launched Ivy, Equi’s new product and marketing design systems which streamlined and improved top of funnel and in-app brand consistency while increasing speed to launch and decreasing tech and design debt
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Expanded the visual brand language and guidelines to include additional color ramps, custom illustration expressions, and iconography styles with 2 external freelancers which were then applied to social assets, internal decks, and a variety of external communications and assets
Partnering closely with co-founders who are part of the Microsoft Founders Hub Accelerator to concretely realize their vision, brand, and product for investor proof of concept
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Co-lead the design optimization of the mobile HELOC App Start Product experience, reducing overall Customer acquisitions costs
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Increased mobile conversions by 43% (compared to the legacy experience which only converted 29% of visitors)
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Each 1% increase in app start completion results in around $260k top line revenue and $90k contribution margin
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Launched and socialized 2 enterprise-level WCAG 2.0 compliant design systems and guidelines for developers and feature designers on the Figure and Figure Equity Solutions teams with Engineering’s Core UI / Internal Accessibility Team.
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Managed 2 product designers, providing professional guidance, critical feedback, and design mentorship
Co-founded canAIry, a device which detects the presence and progression of lung cancer and other respiratory diseases using a proprietary machine learning model
Focused on the creation, iteration, and dev hand-off of an enterprise-level design system for Unqork’s Enterprise App Cloud which empowers businesses to create, secure, and maintain the entire lifecycle of their applications in the cloud—with zero code
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Led the redesign of eBay’s global typeface Market Sans, targeting accessibility and legibility at both display and smaller body copy sizes on screen
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Designed brand systems for the global eBay brand, eBay Plus, and Qoo10, and ebay.com/design, collaborating with digital product, brand strategy, and core product and platforms teams
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Taught core principles and industry best practices for visual design through in-class lectures, software demos, group discussions, and critiques
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Continually developed and implemented strategies to improve overall student experience with the Visual Design Program Producer, Teaching Assistants and Admissions team
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Mentored select students throughout the course to develop projects and portfolios to, transition careers or manage the brand aspects of their startups
Lead and a team of web developers, designers, and writers to deliver multiple projects to the global geographies on Jordan.com’s AEM platform. Projects include: Russell Westbrook Bio, Bugs Bunny: Hare Jordan, Blake Griffin: Superfly 4, and Chris Paul: Strike and Control
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Worked directly with the VP of Creative + Design and North America Creative Director to design and execute iconic brand experiences instrumental in defining the Under Armour brand (e.g. long term systematic branding initiatives, packaging, and global integrated media campaigns).
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Managed in-house teams and external vendors to create and ensure UA brand and campaign consistency throughout the consumer experience in the e-commerce, digital, broadcast, retail, and social media spaces.
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Key Projects include: Global integrated media campaign of Cold Gear Infrared; brand identity of Under Armour’s Premium lifestyle collection “35th + O”; Speedform Apollo’s Seeding Box (published in Victionary: Special Edition 2015); and Under Armour’s Global Font: Armour Type.