About
Multidisciplinary Research & Design Strategist with over 8 years of international experience, specializing in human-centered design, digital strategy, and data-informed solutions. Proven ability to lead cross-functional teams, drive measurable business outcomes, and deliver seamless customer journeys. Now based in the Netherlands, Miu seeks long-term career development to leverage expertise in systems thinking and strategic business objectives.
Work
→
Summary
Led digital and customer proposition initiatives for HSBC's CIB Global Channels, driving customer satisfaction and securing significant business partnerships through human-centered design and data-informed strategies.
Highlights
Spearheaded 15+ service design initiatives across APAC and global markets, significantly improving customer satisfaction with digital propositions.
Conducted 40+ B2B customer interviews across 7 projects in 6 months, uncovering 200+ key customer pain points and identifying actionable opportunities.
Designed and delivered high-stakes experience design for a partner pitch, securing a $100M partnership deal.
Launched CX training programs (online & offline), upskilling 50+ internal stakeholders on research and design thinking methodologies.
Explored AI capabilities to deliver CX insights, saving 10% research time on iterative design processes.
→
Summary
Developed customer-first strategies and design approaches across diverse verticals, unifying strategic direction and commanding market research to inform future-state experience designs.
Highlights
Developed customer-first strategies and design approaches across verticals including luxury, transportation, healthcare, and gaming.
Unified strategic direction across experience design, data science, and development teams to enhance collaboration and project delivery.
Commanded market and trend research to inform future-state experience designs for key clients like Viatris, Animoca Brands, and Prudential.
Led Web3 and future experience study for a luxury brand ecosystem, defining innovative digital pathways.
Applied design thinking to restructure client's internal business workflows, facilitating 3 workshops to drive changes.
→
Summary
Conducted comprehensive usability testing and competitive analysis for HSBC's Global Public Website, generating actionable insights that improved conversion rates in the Wealth & Personal Banking division.
Highlights
Conducted 10+ usability tests and competitive analysis for HSBC's Global Public Website team, generating actionable insights to improve 2 high-traffic journeys.
Provided iterative design recommendations that improved conversion rates in the Wealth & Personal Banking division.
→
Summary
Created and organized the first series of design thinking workshops and service blueprints for a local bank, aligning 90% of stakeholders on business objectives.
Highlights
Created and organized the 1st series of design thinking workshops and service blueprints for a local bank, aligning 90% of stakeholders on business objectives and content delivery.
Partnered with PMs and engineers to deliver validated prototypes, reducing redesign cycles by 25%.
→
Summary
Engineered a new global eCommerce website by developing a comprehensive design system, detailed wireframes, and interactive prototypes for launch in 4+ countries.
Highlights
Engineered a new global eCommerce website by developing a comprehensive design system, detailed wireframes, and interactive prototypes.
Successfully launched the redesigned eCommerce platform across 4+ countries, enhancing global user experience.
→
Summary
Led user research and design initiatives across three Asian market projects, facilitating Google Design Sprints and implementing A/B testing protocols to enhance product usability.
Highlights
Facilitated 2 Google Design Sprint workshops for Citibank and MasterCard on customer payment research in Hong Kong and Taiwan markets.
Conducted deep UX research for dating applications in Mainland China, informing design decisions.
Provided extensive user research and implemented A/B testing protocols that enhanced product usability.
Education
Languages
Cantonese
Mandarin
English
Dutch
Certificates
Skills
Service Design
Journey Mapping, Service Blueprint, Persona Creation, Workshop Facilitation, Design Thinking, LEGO Serious Play, Co-Design, Empathy Mapping, Ideation, Storytelling, Customer Discovery, Design Fiction, Design Resource Operations.
Customer Research
Mixed-Methods Research, Interviews, Usability Tests, Surveys, A/B Testing, Competitive Analysis, Contextual Inquiry, Diary Studies, Market Research, Trend Study, Focus Group Study, Data Optimization, User Research.
UX & Prototyping
Advanced Figma, Low-Code Prototyping, Design System Management, Wireframing, Iterative Testing, Interaction Design, Experimental Design, Sketching, Human Computer Interaction, Information Architecture, Design Standards Maintenance.
Cross-Functional Collaboration
Cross-Team Collaboration, Digital Transformation, International Collaboration, Business Alignment, Agile Methodologies, Business Coaching, Facilitating Teamwork, Cross-Platform Performance Data Review, Communication Skills.
Tools
Figma, FigJam, Adobe Creative Suite, Miro, Mural, Microsoft Office, AI Tools, Surveymonkey, Looker Studio, Heap.