I’m Faye Yu, a Product Design Lead at JP Morgan Chase. With 10+ years of experience orchestrate delightful, meaningful user experiences by bridging user needs with business goals, shaping strategy, and focusing on holistic product journeys. Not just pixels, but through deep empathy, systems thinking, and connecting to tangible business impact for true user delight and habit formation.
Previously at Samsung Electronics America.
Client: JP Morgan Chase
Designed a brand-new dashboard grounded in user needs, prioritizing the most critical customer information and improving efficiency by accelerating common workflows through intuitive quick-action controls.
Loyalty Servicing Dashboard
Client: Amazon Fashion
Designed a visual experience grounded in psychology and neuroscience to guide user perception, evoke emotional engagement, and help visitors intuitively understand what it means to be part of the Amazon brand.
Reinvent Amazon’s Luxury Stores
Client: Samsung for Business
This project shifted the site from a solution-oriented to a product-oriented navigation structure, mapping business needs to relevant product categories and industries to deliver more tailored user experiences. I took a mobile-first approach to prioritize content and navigation based on user mental models and real-world behaviors.
Streamline Site Navigation
Client: Samsung for Business
This project focused on building a successful B2B eCommerce experience through close collaboration with Sales and Support teams, continuous user research, and data-driven insights. By deeply understanding customer questions across the buyer journey, we iteratively evolved the experience and measured success to support ongoing digital transformation.