Hi, I'm Lili! I'm a Senior Product Designer & Strategist living in Tokyo.
I help teams make sense of the invisible needs of users, businesses and design!
Hi, I'm Lili! I'm a Senior Product Designer & Strategist living in Tokyo.
I help teams make sense of the invisible needs of users, businesses and design!
TL;DR
TL;DR
Senior Product Designer & Strategist with 10+ years of experience crafting user-centric, scalable solutions that drive business impact and innovation.
Skilled in aligning UX strategy with AI, IoT, and product goals, leading cross-functional teams, and influencing executive decision-making.
Passionate about human-centered AI, LLMs, and data-driven design.
Experience
Experience
Senior Experience Strategist, Publicis Groupe. Jun, 2024 - Present
Senior Experience Strategist, Publicis Groupe. Jun, 2024 - Present
At Publicis Groupe, I'm leading UX strategy for AI-driven personalization, aligning user experience design with business goals to elevate B2B2C engagement and retention.
Key Contributions:
Leading UX strategy for AI-powered personalization, ensuring design solutions directly supported client KPIs around engagement and retention.
Applied Business Design frameworks and UX research methods to surface deep user insights.
Mentoring designers in DesignOps and UX documentation best practices, increasing team efficiency and enabling scalable collaboration across projects.
Senior Product Designer, Scoville.
Aug, 2022 - Jun, 2024
Senior Product Designer, Scoville.
Aug, 2022 - Jun, 2024
As Lead Product Designer, I shaped UX strategy for complex AI/IoT ecosystems in B2B markets—translating high-tech potential into intuitive, human-centered solutions.
Key Contributions:
Facilitated design thinking and business design workshops to align stakeholders and spark cross-disciplinary ideation.
Collaborated with AI, full-stack, and backend engineers to define product and service concepts rooted in feasibility and user value.
Drove AI experience design, identifying when AI should enhance the user journey—and when simpler solutions were more effective.
Planned, conducted, and analyzed user research to guide decision-making and validate design direction.
Designed UX/UI from concept to delivery, owning the full design process and scaling the design system for long-term growth and consistency.
Product Designer, U-NEXT.
May, 2021 - Jul, 2022
Product Designer, U-NEXT.
May, 2021 - Jul, 2022
I led strategic design initiatives that accelerated product delivery and elevated design operations across the organization, as well as spearheading the migration and maintenance of the Design System across all platforms.
Key Contributions:
Implemented DesignOps strategies to streamline workflows, align cross-functional teams, and ensure seamless handoffs between design and development.
Spearheaded the migration of the design system from a component-based model to Atomic Design 2.0, enabling scalable design initiatives and boosting developer adoption and consistency across platforms.
Reduced design and engineering resource allocation significantly by optimizing collaboration and delivery pipelines.
I led strategic design initiatives that accelerated product delivery and elevated design operations across the organization, as well as spearheading the migration and maintenance of the Design System across all platforms.
Key Contributions:
Implemented DesignOps strategies to streamline workflows, align cross-functional teams, and ensure seamless handoffs between design and development.
Spearheaded the migration of the design system from a component-based model to Atomic Design 2.0, enabling scalable design initiatives and boosting developer adoption and consistency across platforms.
Reduced design and engineering resource allocation significantly by optimizing collaboration and delivery pipelines.
I led strategic design initiatives that accelerated product delivery and elevated design operations across the organization, as well as spearheading the migration and maintenance of the Design System across all platforms.
Key Contributions:
Implemented DesignOps strategies to streamline workflows, align cross-functional teams, and ensure seamless handoffs between design and development.
Spearheaded the migration of the design system from a component-based model to Atomic Design 2.0, enabling scalable design initiatives and boosting developer adoption and consistency across platforms.
Reduced design and engineering resource allocation significantly by optimizing collaboration and delivery pipelines.
UI/UX Designer, McTekk.
May, 2021 - Jul, 2022
At McTekk, I led UI/UX design across web and mobile platforms, serving both B2B and B2C users in industries ranging from automotive and hospitality to anime, banking, and beyond.
This role sharpened my versatility as a designer, deepened my empathy for varied user needs, and strengthened my ability to deliver high-impact, intuitive interfaces that balanced creativity with usability.
Key Contributions:
Collaborated with agile product teams to design scalable, user-centered solutions that improved usability, boosted adoption, and reduced friction across platforms.
Applied UX best practices to align user needs with business goals, streamlining development and increasing team velocity.
Gained fluency working across fast-paced product cycles while adapting design processes to varied stakeholder needs and market contexts
At McTekk, I led UI/UX design across web and mobile platforms, serving both B2B and B2C users in industries ranging from automotive and hospitality to anime, banking, and beyond.
This role sharpened my versatility as a designer, deepened my empathy for varied user needs, and strengthened my ability to deliver high-impact, intuitive interfaces that balanced creativity with usability.
Key Contributions:
Collaborated with agile product teams to design scalable, user-centered solutions that improved usability, boosted adoption, and reduced friction across platforms.
Applied UX best practices to align user needs with business goals, streamlining development and increasing team velocity.
Gained fluency working across fast-paced product cycles while adapting design processes to varied stakeholder needs and market contexts
At McTekk, I led UI/UX design across web and mobile platforms, serving both B2B and B2C users in industries ranging from automotive and hospitality to anime, banking, and beyond.
This role sharpened my versatility as a designer, deepened my empathy for varied user needs, and strengthened my ability to deliver high-impact, intuitive interfaces that balanced creativity with usability.
Key Contributions:
Collaborated with agile product teams to design scalable, user-centered solutions that improved usability, boosted adoption, and reduced friction across platforms.
Applied UX best practices to align user needs with business goals, streamlining development and increasing team velocity.
Gained fluency working across fast-paced product cycles while adapting design processes to varied stakeholder needs and market contexts
Hard and Soft Skills
Hard and Soft Skills
Strategic UX & Emerging Tech
UX Research & Data-Driven Design.
AI/IoT UX Strategy, Conversational Interfaces, HCI.
Business Design, Value Proposition Modeling.
Design Systems & Frameworks
Atomic Design Systems, Heuristic Evaluation.
DesignOps, SCRUM applied to UX, Accessibility.
Product & Team Leadership
Cross-Functional Collaboration, Mentorship
Lean UX, SCRUM, Agile Facilitation
Languages
English – Native | Spanish – Native | Japanese – JLPT N2 (Business Level)
Strategic UX & Emerging Tech
UX Research & Data-Driven Design.
AI/IoT UX Strategy, Conversational Interfaces, HCI.
Business Design, Value Proposition Modeling.
Design Systems & Frameworks
Atomic Design Systems, Heuristic Evaluation.
DesignOps, SCRUM applied to UX, Accessibility.
Product & Team Leadership
Cross-Functional Collaboration, Mentorship
Lean UX, SCRUM, Agile Facilitation
Languages
English – Native | Spanish – Native | Japanese – JLPT N2 (Business Level)
Strategic UX & Emerging Tech
UX Research & Data-Driven Design.
AI/IoT UX Strategy, Conversational Interfaces, HCI.
Business Design, Value Proposition Modeling.
Design Systems & Frameworks
Atomic Design Systems, Heuristic Evaluation.
DesignOps, SCRUM applied to UX, Accessibility.
Product & Team Leadership
Cross-Functional Collaboration, Mentorship
Lean UX, SCRUM, Agile Facilitation
Languages
English – Native | Spanish – Native | Japanese – JLPT N2 (Business Level)
Clients on and off Duty…
Clients on and off Duty…
What's it like working with me?
What's it like working with me?
Estefanía Farias
Product Designer UX/UI en Memo'd
I had Lili as my mentor; her guidance made all the difference. She has an outstanding ability to spot details, opportunities, and threats that others might overlook.
Despite being located on opposite ends of the world, she was always ready to help and made every collaboration insightful and enjoyable.
……READ MORE
Estefanía Farias
Product Designer UX/UI en Memo'd
I had Lili as my mentor; her guidance made all the difference. She has an outstanding ability to spot details, opportunities, and threats that others might overlook.
Despite being located on opposite ends of the world, she was always ready to help and made every collaboration insightful and enjoyable.
……READ MORE
I highly recommend Lili for her outstanding product design skills and remarkable personal qualities. She consistently delivers high-quality work with impressive speed and efficiency.
Beyond her design expertise, Lili's positive attitude and strong work ethic have had a profound impact on the teams she works with, by actively teaching and mentoring others around her.
Additionally, she is adept at defining efficient processes that streamline workflows and enhance productivity. I wholeheartedly recommend her for any opportunity that aligns with her talents and passion for design.
……READ MORE
Arianna Rodriguez
Agile Product Owner (CSPO)
I highly recommend Lili for her outstanding product design skills and remarkable personal qualities. She consistently delivers high-quality work with impressive speed and efficiency.
Beyond her design expertise, Lili's positive attitude and strong work ethic have had a profound impact on the teams she works with, by actively teaching and mentoring others around her.
Additionally, she is adept at defining efficient processes that streamline workflows and enhance productivity. I wholeheartedly recommend her for any opportunity that aligns with her talents and passion for design.
……READ MORE
Arianna Rodriguez
Agile Product Owner (CSPO)
Jennifer Handsel
Leader: Data Science and Analytics at Compliance Data Lab
Lili is a genius designer who thinks several steps ahead of the immediate design needs. She has an impeccable work ethic and does her best to sus out what is genuinely needed. Her passion for design makes her a pleasure to work with.
……READ MORE
Jennifer Handsel
Leader: Data Science and Analytics at Compliance Data Lab
Lili is a genius designer who thinks several steps ahead of the immediate design needs. She has an impeccable work ethic and does her best to sus out what is genuinely needed. Her passion for design makes her a pleasure to work with.
……READ MORE
人生初のPdMとして働いていた頃、リリさんの存在は本当に心強かったです。経験も英語力も不安な中で、すごく助けられました。この経験があったからこそ、今は他の会社でもPdMとして働けています。当時一緒に働いていたリリさん含め、皆さんには本当に感謝しています。
……READ MORE
Takafumi Ito
Product Manager / Project Manager / BizDev / Consultant
人生初のPdMとして働いていた頃、リリさんの存在は本当に心強かったです。経験も英語力も不安な中で、すごく助けられました。この経験があったからこそ、今は他の会社でもPdMとして働けています。当時一緒に働いていたリリさん含め、皆さんには本当に感謝しています。
……READ MORE
Takafumi Ito
Product Manager / Project Manager / BizDev / Consultant
リリさんがチームにいてくれて本当に感謝していました。彼女のクオリティとスピードの高さが、実際にセールスの成功につながりました。またぜひ一緒に働きたいです。
Taro Hirano
Account Manager / Consultant
リリさんがチームにいてくれて本当に感謝していました。彼女のクオリティとスピードの高さが、実際にセールスの成功につながりました。またぜひ一緒に働きたいです。
Taro Hirano
Account Manager / Consultant
大変なプロジェクトで一緒に働きましたが、リリさんには本当に感動しました。まさに「働きできる」人です。
Takeshi Nakajima
株式会社U-NEXT - UX Design Department
大変なプロジェクトで一緒に働きましたが、リリさんには本当に感動しました。まさに「働きできる」人です。
Takeshi Nakajima
株式会社U-NEXT - UX Design Department
大変なプロジェクトで一緒に働きましたが、リリさんには本当に感動しました。まさに「働きできる」人です。
Takeshi Nakajima
株式会社U-NEXT - UX Design Department
大変なプロジェクトで一緒に働きましたが、リリさんには本当に感動しました。まさに「働きできる」人です。
Takeshi Nakajima
株式会社U-NEXT - UX Design Department
人生初のPdMとして働いていた頃、リリさんの存在は本当に心強かったです。経験も英語力も不安な中で、すごく助けられました。この経験があったからこそ、今は他の会社でもPdMとして働けています。当時一緒に働いていたリリさん含め、皆さんには本当に感謝しています。
……READ MORE
Takafumi Ito
Product Manager / Project Manager / BizDev / Consultant
人生初のPdMとして働いていた頃、リリさんの存在は本当に心強かったです。経験も英語力も不安な中で、すごく助けられました。この経験があったからこそ、今は他の会社でもPdMとして働けています。当時一緒に働いていたリリさん含め、皆さんには本当に感謝しています。
……READ MORE
Takafumi Ito
Product Manager / Project Manager / BizDev / Consultant
リリさんがチームにいてくれて本当に感謝していました。彼女のクオリティとスピードの高さが、実際にセールスの成功につながりました。またぜひ一緒に働きたいです。
Taro Hirano
Account Manager / Consultant
リリさんがチームにいてくれて本当に感謝していました。彼女のクオリティとスピードの高さが、実際にセールスの成功につながりました。またぜひ一緒に働きたいです。
Taro Hirano
Account Manager / Consultant
人生初のPdMとして働いていた頃、リリさんの存在は本当に心強かったです。経験も英語力も不安な中で、すごく助けられました。この経験があったからこそ、今は他の会社でもPdMとして働けています。当時一緒に働いていたリリさん含め、皆さんには本当に感謝しています。
……READ MORE
Takafumi Ito
Product Manager / Project Manager / BizDev / Consultant
人生初のPdMとして働いていた頃、リリさんの存在は本当に心強かったです。経験も英語力も不安な中で、すごく助けられました。この経験があったからこそ、今は他の会社でもPdMとして働けています。当時一緒に働いていたリリさん含め、皆さんには本当に感謝しています。
……READ MORE
Takafumi Ito
Product Manager / Project Manager / BizDev / Consultant
リリさんがチームにいてくれて本当に感謝していました。彼女のクオリティとスピードの高さが、実際にセールスの成功につながりました。またぜひ一緒に働きたいです。
Taro Hirano
Account Manager / Consultant
リリさんがチームにいてくれて本当に感謝していました。彼女のクオリティとスピードの高さが、実際にセールスの成功につながりました。またぜひ一緒に働きたいです。
Taro Hirano
Account Manager / Consultant
大変なプロジェクトで一緒に働きましたが、リリさんには本当に感動しました。まさに「働きできる」人です。
Takeshi Nakajima
株式会社U-NEXT - UX Design Department
大変なプロジェクトで一緒に働きましたが、リリさんには本当に感動しました。まさに「働きできる」人です。
Takeshi Nakajima
株式会社U-NEXT - UX Design Department
Top
Experience
Publicis Groupe
Scoville
U-NEXT
McTekk
Skills and Feedback
H&S Skills
Industries
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