Product / UX Designer
Focusing on emotionally resonant digital experiences that deliver lasting value for brands and users, with 3+ years bringing B2B and B2C products from 0→1
After hours, I run Sip & Flou, an independent art brand that shares emotional storytelling.
Product / UX Designer
Focusing on emotionally resonant digital experiences that deliver lasting value for brands and users, with 3+ years bringing B2B and B2C products from 0→1
After hours, I run Sip & Flou, an independent art brand that shares emotional storytelling.
Recent Work
Recent Work
Recent Work
About
About
About
I'm the gal behind
I believe focusing on emotional experience not only benefits users, but also enriches company culture and supports broader business goals.
I’m a Vancouver-based Product & UX Designer crafting intuitive, emotionally engaging digital experiences. Currently, I design for the Bloom Financial Assistant mobile app at Spring Financial — now live at bloomapp.ca and available on the App Store and Google Play.
With a background in graphic design from Art Institute of Vancouver and a UX Design Apprenticeship from General Assembly, I blend aesthetics, empathy, and strategy to create products that connect on a human level. I believe that great design not only solves problems but also make people happy, and in turn, help companies brings loyal customer, builds trust, and deliver lasting value for both users and business.
My work across both B2B and B2C projects has shown me that true innovation happens at the intersection of user needs and business goals. Whether mapping out solutions, conducting research, or ensuring accessibility,I focus on crafting purposeful experiences that drive measurable impact.
Beyond design, I run Sip & Flou, an independent art brand rooted in emotional storytelling.I recharge through painting, exploring art galleries, and spending time outdoors — moments that keep my creativity grounded and my perspective fresh.
My Values
My Values
My Values
🧠 Keep my brain motivated & always learning
I'm always seeking opportunities to enhance my skills and knowledge as a designer. Whether it's collaborating on projects, listing to design podcast, taking self-paced courses, exploring Figma tricks, or engaging in community meetups to exchange insights, I'm dedicated to staying motivated and learning from others while sharing my experiences.
🧠 Keep my brain motivated & always learning
I'm always seeking opportunities to enhance my skills and knowledge as a designer. Whether it's collaborating on projects, listing to design podcast, taking self-paced courses, exploring Figma tricks, or engaging in community meetups to exchange insights, I'm dedicated to staying motivated and learning from others while sharing my experiences.
🧠 Keep my brain motivated & always learning
I'm always seeking opportunities to enhance my skills and knowledge as a designer. Whether it's collaborating on projects, listing to design podcast, taking self-paced courses, exploring Figma tricks, or engaging in community meetups to exchange insights, I'm dedicated to staying motivated and learning from others while sharing my experiences.
🦄 Passion is the key
I love and enjoy what I do, I have the drive to pour my heart into the things I believe in. My passion, energy, and enthusiasm fuel me to craft meaningful, impactful designs that connect with people and contribute to making the world a better place.
🦄 Passion is the key
I love and enjoy what I do, I have the drive to pour my heart into the things I believe in. My passion, energy, and enthusiasm fuel me to craft meaningful, impactful designs that connect with people and contribute to making the world a better place.
🦄 Passion is the key
I love and enjoy what I do, I have the drive to pour my heart into the things I believe in. My passion, energy, and enthusiasm fuel me to craft meaningful, impactful designs that connect with people and contribute to making the world a better place.
🙌🏼 Accept failure and imposter syndrome
Embrace learning curve, failure, and discomfort fuels innovation, resilience and humanizes the design process. Open your mind and keep being curious can deliver more successful designs that meet the users' needs.
🙌🏼 Accept failure and imposter syndrome
Embrace learning curve, failure, and discomfort fuels innovation, resilience and humanizes the design process. Open your mind and keep being curious can deliver more successful designs that meet the users' needs.
🙌🏼 Accept failure and imposter syndrome
Embrace learning curve, failure, and discomfort fuels innovation, resilience and humanizes the design process. Open your mind and keep being curious can deliver more successful designs that meet the users' needs.
💕 Be human and communicate with each other
Being empathy and kindness can bring significant impact. Open your heart to understand different perspectives, build towards a culture of inclusion and respect, continually communicate with others and stay true to yourself.
💕 Be human and communicate with each other
Being empathy and kindness can bring significant impact. Open your heart to understand different perspectives, build towards a culture of inclusion and respect, continually communicate with others and stay true to yourself.
💕 Be human and communicate with each other
Being empathy and kindness can bring significant impact. Open your heart to understand different perspectives, build towards a culture of inclusion and respect, continually communicate with others and stay true to yourself.
Experience
Experience
Experience
Spring Financial | UX Designer
AUG, 2023 - Apr, 2025
Designed and optimized the Bloom mobile app to build user trust and drive engagement. Key achievements include designing the Budgeting Tool and Financial AI Assistant, result in reduced bounce rates by 23% and increased user engagement by 12.4%.These enhancements improved efficiency and personalization, delivering measurable gains in user satisfaction and retention.
Spring Financial | UX Designer
AUG, 2023 - Apr, 2025
Designed and optimized the Bloom mobile app to build user trust and drive engagement. Key achievements include designing the Budgeting Tool and Financial AI Assistant, result in reduced bounce rates by 23% and increased user engagement by 12.4%.These enhancements improved efficiency and personalization, delivering measurable gains in user satisfaction and retention.
Spring Financial | UX Designer
AUG, 2023 - Apr, 2025
Designed and optimized the Bloom mobile app to build user trust and drive engagement. Key achievements include designing the Budgeting Tool and Financial AI Assistant, result in reduced bounce rates by 23% and increased user engagement by 12.4%.These enhancements improved efficiency and personalization, delivering measurable gains in user satisfaction and retention.
Freelance | Product Desginer
FEB, 2022 - AUG, 2023
Led end-to-end UX design for multiple freelance projects, aligning user needs with client goals through discovery workshops and usability testing. Uncovered key pain points by analyzing bounce rates, drop-off data, and user interviews. Used Figma to translate insights into wireframes, prototypes, and scalable design systems that improved team alignment and delivery speed.
Freelance | Product Desginer
FEB, 2022 - AUG, 2023
Led end-to-end UX design for multiple freelance projects, aligning user needs with client goals through discovery workshops and usability testing. Uncovered key pain points by analyzing bounce rates, drop-off data, and user interviews. Used Figma to translate insights into wireframes, prototypes, and scalable design systems that improved team alignment and delivery speed.
Freelance | Product Desginer
FEB, 2022 - AUG, 2023
Led end-to-end UX design for multiple freelance projects, aligning user needs with client goals through discovery workshops and usability testing. Uncovered key pain points by analyzing bounce rates, drop-off data, and user interviews. Used Figma to translate insights into wireframes, prototypes, and scalable design systems that improved team alignment and delivery speed.
Code Your Dreams | UX/UI Designer
DEC, 2021 - MAR, 2022
Redesigned the company website in Figma, driving a 34.4% increase in click-through rates within 3 months while delivering an intuitive experience for new and returning users. Collaborated with cross-functional teams to map complex workflows and create frameworks that informed strategic decisions and optimized user journeys. Ensured WCAG-compliant accessibility and seamless design hand-offs by visualizing detailed workflows and components in Figma and Zeplin.
Code Your Dreams | UX/UI Designer
DEC, 2021 - MAR, 2022
Redesigned the company website in Figma, driving a 34.4% increase in click-through rates within 3 months while delivering an intuitive experience for new and returning users. Collaborated with cross-functional teams to map complex workflows and create frameworks that informed strategic decisions and optimized user journeys. Ensured WCAG-compliant accessibility and seamless design hand-offs by visualizing detailed workflows and components in Figma and Zeplin.
Code Your Dreams | UX/UI Designer
DEC, 2021 - MAR, 2022
Redesigned the company website in Figma, driving a 34.4% increase in click-through rates within 3 months while delivering an intuitive experience for new and returning users. Collaborated with cross-functional teams to map complex workflows and create frameworks that informed strategic decisions and optimized user journeys. Ensured WCAG-compliant accessibility and seamless design hand-offs by visualizing detailed workflows and components in Figma and Zeplin.
Ratana International Inc. | Visual Designer
Jul, 2019 - Oct, 2021
Led design projects that boosted sales by 27% through innovative website and visual designs, crafted compelling marketing materials that attracted an average of 15+ new clients quarterly, and collaborated with diverse stakeholders to ensure brand consistency across all digital and marketing touchpoints.
Ratana International Inc. | Visual Designer
Jul, 2019 - Oct, 2021
Led design projects that boosted sales by 27% through innovative website and visual designs, crafted compelling marketing materials that attracted an average of 15+ new clients quarterly, and collaborated with diverse stakeholders to ensure brand consistency across all digital and marketing touchpoints.
Ratana International Inc. | Visual Designer
Jul, 2019 - Oct, 2021
Led design projects that boosted sales by 27% through innovative website and visual designs, crafted compelling marketing materials that attracted an average of 15+ new clients quarterly, and collaborated with diverse stakeholders to ensure brand consistency across all digital and marketing touchpoints.
©
Nicole Li
2025