Summary

I am a Design Leader who is dedicated to fostering creative collaboration and innovative design solutions. With a strong commitment to goal-setting, I am also skilled at building high-performing teams that excel in exceeding expectations with strong craft and customer-centricity. Throughout my 20+ years of experience in user experience and brand design, I have consistently demonstrated my ability to inspire and motivate individuals towards achieving their full potential. I believe in the power of effective communication, collaboration, and hard work, and I am dedicated to making a meaningful impact in everything that I do.

Experience

1/2019–Present
Head of Design, DoorDash
I lead Design at DoorDash. DoorDash connects people with the best in their cities by empowering local businesses and in turn, generating new ways for people to earn, work and live. It started by facilitating door-to-door delivery, but the business is growing exponentially and the possibility is limitless. I support a talent team of ~130 people in all UX functions, including Product Design, Design Infrastructure, Research, Content Strategy, and Operations. My role entails team operations, people management, product strategy, and design vision. I am well-known for advocating the cupcake product philosophy at DoorDash, which encourages the team to prioritize delivering a delightful and complete UX, even when working within a small scope to learn quickly.    

12/2012–1/2019
Director of Consumer Experience Design, Groupon, Inc.
• Building delightful and seamless cross-platform consumer experience throughout the end-to-end commerce flow from discovery and transaction/redemption to customer life-cycle engagement. Groupon mobile app made to the top 25 most-used app in the US in Q2 2016. It has won the first place for the best commerce app for two years (2015-2016) in a row, and earned consistent 4.8+ star rating in the app stores.
• Working in close liaison with Product, Engineering and Marketing organizations as a part of senior leadership to strategize Groupon’s overall product vision and drive the seamless execution.
• Directing/managing a talented team of 20+ members (Sr Managers and ICs) in multidisciplinary functions including Design, UX Research, and UX Content Strategy. Responsible for the day-to-day team operation including championing the user-centric design process, conducting regular design reviews, managing budget, recruiting/hiring, etc. 
• Conducting a bar-raiser role whose job is to provide an objective perspective to raise the bar in cross-functional interview and hiring process. It’s a privileged position for a selected group through rigorous nomination and screening procedure in Groupon.

06/2016–Present
Board of Advisors, Neuron UX
Providing design guidance regularly on user experience and product business strategy to Neuron, who specializes in mobile web, military, medical and automotive domains.

06/2011–10/2012
Creative Director, Citrix Systems, Inc.
• Directed and managed the in-house Creative Services team consisting Art Directors, Senior Designers, Video Producers and Project Managers in bi-coastal locations.
• Led all marketing/branding design touch points in Citrix, ranging from citrix.com web initiatives, sales collateral, conferences and events, and internal communications.
• Provide senior leadership across cross-functional teams in Corporate Marketing.
• Received Strategic Data Thinking Award from a quarterly All-Hands.

02/2010–06/2011
Lead Designer, eBay, Inc.
• Directed creative design and strategy for key accounts including homepage, category landing pages, Daily Deals, advertising, merchandising and holiday campaigns worldwide.
• Built/mentored internal design teams as well as manage external agencies.
• Managed projects from start to finish in full-product cycles.
• Received Peer Award of its first time.

09/2001–02/2010
Founder & Creative Director, Helena Seo Design
• Operate an award-winning design studio specializing in branding development, marketing collateral, and corporate and consumer websites and mobile apps.
• Work for a wide spectrum of client pool - from small start-ups to Fortune 500 companies, and from retailers and finance institutions to high-tech firms.
• Responsible for all aspects of business operations from start to finish - from negotiating budget, managing schedule, recruiting the cross-functional team, concepting and visual design to execution.
• Play a role as a strategic branding/design partner in client’s success of business.

Select Clients include: Starbucks, Target, Intel, GM, Nokia, Helio, Kajeet, Easy Bloom, Minted, Ineke Perfume, Label Kings, Shutters Hotel, Hallmark, Birch Fine Paper, Ascend Pharmaceuticals, Stella & Dot, Stanford University, Facehoop, Zenfolio, Zinio, and Vivendi Development.

2002–2004
Senior Designer, Mortensen Design
• Designed corporate identities, collateral, and websites for numerous financial institutions and high-tech companies.
• Led the project from conception to completion.
• Interacted with clients, printers, external artists and copywriters.

2001–2002
Designer, Celery Design Collaborative
Created corporate identities, websites, and marketing collateral for the clients in environmental organizations, educational
institutions and PR industry.