EXPERIENCE

2017 – current | Far Eastern Group, Taipei, Taiwan
Design Strategy Manager
Develop, conduct research & design strategy for innovation department's projects

2008 – 2016 | Freelance, Chicago, IL
Design / Research / Business Consultant
Offer design, research & planning services to non-profits, organizations and individuals

culinae: 2015 - 2016

• Conducted user research study and competitive analysis for culinae’s Foodies Natural LIp Food brand. Identified opportunity space and brand positioning. Worked on brand development, visual identity and packaging.

Insitum: Nov. 2013 - 2016

• 2016: Phase 0 desktop research for a Chinese manufacturer in HVAC industry. Delivered detailed secondary research report in two product categories. Facilitated recruiting efforts and developed screeners and conducted in-home interviews and focus group sessions in L.A. Drafted user purchase paths, scenarios, and helped synthesize the insights from qualitative and quantitative research.

• 2015: Planned, developed and conducted qualitative research with a national insurance company to understand homeowners' needs and develop a loyalty program that would retain, attract and benefit its customer base. Facilitated recruiting, developed protocols and conducted 8 in-home interviews. Working with UX team to plan and facilitate one-on-one prototyping sessions with 14 participants. Delivered high level research findings, customer journey stories, experience map, business value web and identifying possible profit models. 

• 2013: Developed a qualitative online product research journal for Bimbo’s new product launch in U.S. Tested product with 20 participants and conducted 13 follow up interviews. Synthesized and compiled a research report with detailed findings, insights, implications & considerations. Identified and developed 4 user types/personas and their journeys. 

Panorama Innovation: 2014 -

• 2015: Planned, developed and conducted research study via online platform tool with 40 participants in two major U.S. cities for a mobile phone maker. Developed screeners, designed, implemented and moderated the online activities. Identified barriers and areas of opportunity, developed user journey and retailer specific purchase path.

• 2014: Moderated a UX website testing project remotely via WebEx for a global parts manufacturer. Performed usability testing of a new Chinese site design with participants in China. Provided topline research findings report.

• 2014: Planned and conducted an online research journal study via a platform tool for a health insurance company. Developed journal activities for 40+ participants in 3 different regions in US. Designed snapshots for the interview participants, synthesized and compiled the online research findings report.  

Intelligent Power Partners (IPP): Jul 2013 - Jul 2014 

• Developed visual standards and styles for IPP’s PEER educational program, designed graphic elements, graphs, charts and PPT presentations and templates.

IIT Institute of Design: Summer 2013

• Facilitated 2013 Institute of Design Design Summer Camp. Guided workshop participants through design thinking process, helped them identify and reframe problems, conduct primary research, generate insights and prototype solutions.

Itaú Unibanco Bank, São Paulo: June 2013

• Collaborated with innovation center team to develop new business opportunity for the future of banking in Brazil. Interviewed 18 stakeholders, identified conflicting gaps in current business model and developed a platform concept with roadmap for implementation strategy.

Energy Reduction Inc (ERI): July 2013

• Developed business plan, identified new opportunity and defined business strategies for ERI in the competitive energy performance contracting market in Chicago. Interviewed 8 clients/customers to assess strength/weakness of ERI, researched into energy retrofit, green building and real estate trends.

Iota Partners: Dec 2011 - Jan 2012

• Collaborated in a team to deliver early phase secondary research and initial white paper concepts for AllState. Identified trends and generated insights and new business opportunities by looking into roles of social media, big data, internet of things, and privacy.

May 2008 – Jan 2011 | Arc Worldwide/Leo Burnett, Chicago, IL
Senior Art Director

• Designed strategic in-store shopper application and various POP / POS / Direct-Mail initiatives for Procter & Gamble brands Pantene, Herbal Essences, Olay by working closely with partner agencies.

• Helped consumers differentiate choice selection with strategically designed on-shelf tools, PDQs, floorstands, and pallets for grocery, pharmacy and mass retailers.

• Designed global in-store branding strategy, toolkit and design guidelines for Herbal Essences and the 2010 Pantene’s new product launch pop-up truck tour, in addition to all shopper marketing tools for U.S. and Canada.

Jul 2003 – Dec 2008 | Wells Fargo Bank, San Francisco, CA
Designer / Project Manager / Researcher

• Designed environmental graphics for Wells Fargo Bank’s retail banking environment that showcased and celebrated community culture, history and ethnicity, bringing the customers, community and bank closer together.

• Initiated, implemented, maintained and managed color management work flow and improved design and production process resulting in half the turnaround time. Researched sustainable substrates, coordinated testing and vendor sourcing.

• Managed, coordinated, and registered LEED projects. Analyzed sites for solar potential, and developed a LEED ergonomic office space credit for volume pre-certification program.

May 2002 – Jul 2003 | Sirius Satellite Radio, New York, NY
Designer

• In-house designer, worked with agency partner and marketing managers to design corporate branding, event/trade show signage, promotional and other marketing tools.

Sep 2000 – Sep 2001 | Colorbök, Dexter, MI
Designer

• Worked with licensed artist to develop new products for stationary/scrapbooking company. designed, developed & prototyped QVC exclusive gift box sets which far exceeded expectation and sold over 2 million dollars.

VOLUNTEER

June 2004 – present | Taproot Foundation, Chicago, IL
Volunteer Designer / Strategist

• Worked with a team of professional volunteers to provide pro-bono design services to local non-profits.

• Completed North Side Housing and Supportive Services & Mujeres Latinas En Acción annual report, Women’s Health Foundation & Arts Alliance Illinois brochures for Chicago chapter of Taproot, and 2 brochure projects for San Francisco chapter.

SKILLS

Planning and conducting qualitative user research through various methods and by understanding the context surrounding the problem first.

Analyzing and synthesizing findings through human-centered design thinking, ecological and system thinking lenses to form interrelated insights and identify the bigger picture.

Developing and testing concepts through iterative prototyping process to generate recommendations for design and implementation strategies.

Creating and crafting visual communications to support the concept and prototype stages with scenario building and storytelling.

Accredited LEED AP,
green building knowledge

Conduct Life Cycle Assessment (LCA) / Material Flow Analysis (MFA)

Assess sustainability Environmental, Social, Governance (ESG) metrics

Spreadsheet modeling

LANGUAGE

Chinese (native) & English (fluent)

EDUCATION

MDes/MBA: May/Aug 2013
Illinois Institute of Technology
Institute of Design/Stuart School of Business

BFA in Graphic Design: May 2000
University of Michigan
School of Art

other education 2008-2009
Minneapolis College of Art & Design
Sustainability design classes

Feel free to drop me a line
at cyudesign@gmail.com
or +886 989 451 911