Helena Seo


Design leader, people manager and product strategist committed to creative collaboration and innovative design solutions. A goal-driven team builder with leadership skills to improve cross-functional communication, and inspire teams to exceed expectations. Over 18 years of experience in user experience, product and brand design.


Head of Product Design, DoorDash
• Leading the product design for the complex three-sided marketplace, including Consumer, Merchant and Dasher experiences. The team’s scope includes both audience-facing products and internal tools.
• Working with the cross-functional leaders to define the product strategy and execution plan. 
• Building the design team and developing the org model and processes from the ground up.  

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.

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.

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.

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.

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.

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.

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


Leadership, Team Building, Management,
User Experience, Product Design/Strategy,
Design System, UI Design, Visual Design,
Design Strategy, Design Thinking,
Executive Presentation, Design Workshop


BFA in Graphic Design/Multimedia with Honor
California College of The Arts, San Francisco, CA

BA in Fashion Design & Merchandising with Honor
Ewha University, Seoul, Korea


How Magazine
Print Magazine
Addy Awards Create Award, Gold
CPC Packaging, Editor’s Choice
The Great Design Show
West Coast Show


Step Inside Design Magazine
Logo Lounge Vol. 2, 5, 8
1000 More Graphic Elements
1000 Packaging Designs
1000 Retail Graphics
Fingerprint Vol. 2
Really Good Packaging Explained
Really Good Logos Explained
Design Matters: Packaging
Big Book of Self-Promo
Big Book of Business Cards
Best of Brochure Design V. 10 Best of Business Card Design V. 8 Letterhead and Logo Design 9 American Corporate Identity


Available upon request