01
Define
Understand the problem space, stakeholder goals, and user needs through research and analysis.
- Stakeholder interviews
- Problem framing
- Success metrics
Available for new projects
Product Designer
Hi, I'm Chia-Ying
I design experiences, products, systems, and interfaces
A full-stack product designer who solves real user problems and delivers measurable business outcomes. I advocate for inclusive design and create accessible, human-centered experiences.
6+
Years designing
15+
Products shipped
10+
Clients served
What I bring
I design for impact — products that solve real problems, deliver measurable outcomes, and drive engagement.
01
Research-led strategy
I turn user signals — interviews, analytics, support tickets — into product direction teams can actually ship. No design without evidence.
02
End-to-end product craft
Comfortable across the stack: discovery, IA, flows, UI, prototypes, and design systems. I move from messy problem to handed-off spec without dropping the user.
03
Accessible by default
WCAG 2.1 AA is the floor, not the ceiling. I design for keyboard-first, screen readers, and real-world conditions — and I bring that lens to every team I join.
04
Measurable outcomes
I tie design decisions to numbers stakeholders care about — engagement, completion, adoption — so the impact is visible long after the project ships.
Selected work
Recent case studies
01 Enterprise Project 01
My Heathrow
Consolidating multiple airport services into a unified digital platform — improving passenger experience and driving loyalty engagement.
3 → 1
Services unified under one login
EnterpriseUX ResearchDesign System
02 Service Project 02
Kinship
A care support platform that connects carers with guidance, resources, and community — making support more accessible.
20
Carer interviews shaping the design
ServiceAccessibilityMobile
03 Retail Project 03
Cornershop
An omnichannel retail experience bridging digital and physical touchpoints, with operations dashboards for staff.
Omnichannel
Blueprint connecting store + web
RetailE-commerceDashboard
Process
How I work
A structured yet flexible approach — auto-stepping from define to deliver.
02
Discover
Explore opportunities through user research, competitive analysis, and collaborative workshops.
- User interviews
- Journey maps
- Synthesis
03
Develop
Create solutions through iterative prototyping, testing, and design system thinking.
- Wireframes
- Hi-fi designs
- Usability testing
- Vibe coding
04
Deliver
Ship polished designs with clear documentation, handoff specs, and measurable outcomes.
- Design system
- Dev handoff
- QA review
AI × Design
I design with AI — and build with it too
I treat AI as a creative multiplier — it accelerates research, prototyping, and code, while human judgment, accessibility, and ethics stay in charge.
Vibe coding
I pair with AI coding agents (Claude Code, Cursor) to turn designs into working products. This portfolio was designed and vibe-coded by me, end to end.
AI-accelerated synthesis
Interview transcripts, surveys, and analytics distilled into themes and insights in hours instead of weeks — with every source checked by hand.
Prototyping at speed
From lo-fi concept to a clickable, testable prototype in a day using generative tools — more iterations, earlier real-user feedback.
Responsible by design
I know where AI helps and where it harms: privacy, bias, and accessibility reviews are part of every AI-assisted deliverable.
Proof: this site was designed by me and pair-programmed with AI
Claude CodeCursorFigma AIAstro + Tailwind
About
Designer with a human focus
I'm an interdisciplinary product designer with a passion for creating meaningful digital experiences that put people first. Based in London, I work across the full product lifecycle — from research and strategy to detailed UI and design systems.
I advocate for inclusive design and accessibility, believing that the best products serve everyone. My approach combines analytical thinking with creative problem-solving, always grounded in real user needs and measurable outcomes.
Experience
2024 – Present
Freelance Product Designer
Independent
Partnering with startups and growing teams on end-to-end product design — combining UX research, design systems, and AI-assisted prototyping and vibe coding to move faster from concept to launch.
2021 – 2024
Product Designer
Capgemini
Leading design for enterprise clients including Heathrow Airport and Lloyds Bank. Creating accessible, scalable design systems and user-centered digital experiences.
2020 – 2021
UX / Service Designer
Snook (NEC Digital)
Designed care support platforms, improving access to guidance and resources for carers and families across the UK.
Testimonials
What colleagues say
Kind words from the people I've worked with across enterprise, product, and non-profit teams.
“Chia single-handedly developed the initial brand and app design for our company, coming up with the concept for our logo alongside a clean and intuitive UI for our apps that perfectly captured our vision. Her creativity, speed, and ability to translate early startup gobbledygook into a streamlined design was really impressive.”
H
Hannan Hashmi
COO @ Kapsule
“I had the pleasure of working closely with Chia-Ying Tsai, a remarkable service designer and product/graphic designer. Chia's contributions have been instrumental in shaping our success. She developed the principles for understanding user journeys, storytelling, and service design that are still at the core of our operations today.”
D
David Chen
Co-CEO @ Kapsule
“Chia-Ying did an excellent job of helping clients understand her designs, the impact on other work streams, and built trust with client stakeholders. She followed up on blockers and ensured work was delivered on-time and within scope.”
C
Senior Experience Designer
Capgemini
Skills
Skills & tools
Design
UX Research UI Design Design Systems Prototyping
Tools
Figma Adobe Suite Miro Jira AI Vibe Coding
Practice
Accessibility (WCAG) Inclusive Design Agile/Scrum Design Thinking