From needs
to impact.

I'm a design leader who turns user needs into measurable impact.

Over 15 years across IDEO, AKQA, and VMLYR, I've scaled a design team from 4 to 13 as Design Director and shipped AI-powered research tools and Ford's first EV experiences in China.

What sets me apart: I translate design insights into business outcomes that stakeholders care about. Whether running a design war room at Ford, presenting user needs at Huawei's tech forum, or designing AI synthesis features that reduced researcher effort significantly — I connect human-centered design to real results.

I believe great design happens at the intersection of strategic thinking and hands-on craft. My work spans AI research tools, EV charging experiences, and innovation projects across Southeast Asia with IDEO.

Art Directors Club Young Gun Award nominee. Guest speaker at design universities and industry events on design thinking and careers.

Currently based in London, working independently on selected projects. Exploring founding, staff, or lead design roles where I can bring both craft excellence and strategic impact to mission-driven teams.

Core Skills

+ Human-centered design and product thinking
+ End-to-end experience design: from insight to launch
+ Design strategy and opportunity framing
+ AI-integrated experiences and intelligent systems
+ Leading and collaborating with cross-functional teams
+ Design research and user insight synthesis
+ UX architecture and interaction design
+ Visual direction and high-fidelity execution
+ Rapid prototyping and creative exploration
+ Vision storytelling, stakeholder alignment, and roadmap planning

Publication

2019 - EPAM Continuum

Public Speaking

2023 - Panelist, Propellerfish
Identity: In Virtual Spaces

A panel discussion exploring how identity is shaped and expressed in evolving digital contexts.

2020 - Guest Speaker, Instart Design Education:
Designing your design career

A keynote talk for emerging designers on navigating a multidisciplinary design path across industries.

2018 - Guest Speaker, WireDraft Meetup
Designing the Design

A talk on how designers design their own processes, mindsets, and tools.

2018 - Guest Speaker, Donghua University
Design Career Talk

A session with design students on building a meaningful career in design, shared from industry experience.

Highlights & Recognition

2020 - EPAM Global Impact Award
"Lulu, thank you for playing an instrumental role in our client relationship development and your contribution to different projects' success, winning new opportunities and growing our accounts. We appreciate your skill to lead by example, efficiently navigating your colleagues through projects. Your proactivity, great attitude, and dedication are invaluable! Keep it up!"

2015 - Art Directors Club Young Gun (Nomination)
International recognition for emerging creative talent under 30.

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