Miu Ping YEE

Senior Service Designer

Amsterdam, NL.

About

Multidisciplinary Research & Design Strategist with over 8 years of international experience, specializing in human-centered design, digital strategy, and data-informed solutions. Proven ability to lead cross-functional teams, drive measurable business outcomes, and deliver seamless customer journeys. Now based in the Netherlands, Miu seeks long-term career development to leverage expertise in systems thinking and strategic business objectives.

Work

HSBC

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Manager, Digital and Customer Proposition

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Summary

Led digital and customer proposition initiatives for HSBC's CIB Global Channels, driving customer satisfaction and securing significant business partnerships through human-centered design and data-informed strategies.

Highlights

Spearheaded 15+ service design initiatives across APAC and global markets, significantly improving customer satisfaction with digital propositions.

Conducted 40+ B2B customer interviews across 7 projects in 6 months, uncovering 200+ key customer pain points and identifying actionable opportunities.

Designed and delivered high-stakes experience design for a partner pitch, securing a $100M partnership deal.

Launched CX training programs (online & offline), upskilling 50+ internal stakeholders on research and design thinking methodologies.

Explored AI capabilities to deliver CX insights, saving 10% research time on iterative design processes.

Appnovation

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Senior User Experience Designer

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Summary

Developed customer-first strategies and design approaches across diverse verticals, unifying strategic direction and commanding market research to inform future-state experience designs.

Highlights

Developed customer-first strategies and design approaches across verticals including luxury, transportation, healthcare, and gaming.

Unified strategic direction across experience design, data science, and development teams to enhance collaboration and project delivery.

Commanded market and trend research to inform future-state experience designs for key clients like Viatris, Animoca Brands, and Prudential.

Led Web3 and future experience study for a luxury brand ecosystem, defining innovative digital pathways.

Applied design thinking to restructure client's internal business workflows, facilitating 3 workshops to drive changes.

Oliver James

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Senior User Experience Researcher (Contractor)

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Summary

Conducted comprehensive usability testing and competitive analysis for HSBC's Global Public Website, generating actionable insights that improved conversion rates in the Wealth & Personal Banking division.

Highlights

Conducted 10+ usability tests and competitive analysis for HSBC's Global Public Website team, generating actionable insights to improve 2 high-traffic journeys.

Provided iterative design recommendations that improved conversion rates in the Wealth & Personal Banking division.

Capgemini

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Design Consultant (Contractor)

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Summary

Created and organized the first series of design thinking workshops and service blueprints for a local bank, aligning 90% of stakeholders on business objectives.

Highlights

Created and organized the 1st series of design thinking workshops and service blueprints for a local bank, aligning 90% of stakeholders on business objectives and content delivery.

Partnered with PMs and engineers to deliver validated prototypes, reducing redesign cycles by 25%.

Prudential Hong Kong

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UX/UI Designer (Contractor)

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Summary

Developed user journeys and interfaces aligned with digital transformation goals.

Highlights

Developed intuitive interfaces and user journeys aligned with digital transformation goals, enhancing user experience for key initiatives.

Meyer Corporation

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UX/UI Designer (Contractor)

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Summary

Engineered a new global eCommerce website by developing a comprehensive design system, detailed wireframes, and interactive prototypes for launch in 4+ countries.

Highlights

Engineered a new global eCommerce website by developing a comprehensive design system, detailed wireframes, and interactive prototypes.

Successfully launched the redesigned eCommerce platform across 4+ countries, enhancing global user experience.

Freelancer

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UX Designer, UX Researcher

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Summary

Led user research and design initiatives across three Asian market projects, facilitating Google Design Sprints and implementing A/B testing protocols to enhance product usability.

Highlights

Facilitated 2 Google Design Sprint workshops for Citibank and MasterCard on customer payment research in Hong Kong and Taiwan markets.

Conducted deep UX research for dating applications in Mainland China, informing design decisions.

Provided extensive user research and implemented A/B testing protocols that enhanced product usability.

Match2One AB

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Visual Designer

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Summary

Supported product feature development during an internship in Sweden, contributing to the enhancement of the Match2One platform.

Highlights

Supported Match2One product feature development, gaining international experience in a fast-paced startup environment.

Open Creative Limited

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Designer

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Summary

Created digital marketing campaigns for diverse clients, driving brand visibility and engagement.

Highlights

Created 20+ digital marketing campaigns for clients including Disney, Chimelong Group, and HK Tourism Board, enhancing brand reach and engagement.

Education

The Hong Kong Polytechnic University

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Master of Design (MDes) Design Strategies Grade:

Courses

Strategic Thinking

Leadership

Innovation for Design

Human-Centered Design

Critical Business Analysis

Branding Strategies

The Hong Kong Polytechnic University

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BA (Hons) Interactive Media Grade:

Courses

Interactive Media Design

Smart Products and Services Design

Immersive Digital Experiences

Technology and Human-Centered Design

Design Thinking

Creative Problem-Solving

Languages

Cantonese

Mandarin

English

Dutch

Certificates

Consumer Psychology

HKU Space

Certified Hypnotherapist (CH)

National Guild of Hypnotists (NGH)

Chartered Corporate Coach

Cambridge International College

Certified NLP Coach

International NLP Coach Association

Certificate in Virtual Reality Application Design and Development

Feva Works IT Education Centre

LEGO® SERIOUS PLAY® Certified Coach

MASTERmine Academy

Professional Scrum Master™ I (PSM I)

Scrum.org

Google Data Analytics

Google

Understanding Research Methods

University of London

Skills

Service Design

Journey Mapping, Service Blueprint, Persona Creation, Workshop Facilitation, Design Thinking, LEGO Serious Play, Co-Design, Empathy Mapping, Ideation, Storytelling, Customer Discovery, Design Fiction, Design Resource Operations.

Customer Research

Mixed-Methods Research, Interviews, Usability Tests, Surveys, A/B Testing, Competitive Analysis, Contextual Inquiry, Diary Studies, Market Research, Trend Study, Focus Group Study, Data Optimization, User Research.

UX & Prototyping

Advanced Figma, Low-Code Prototyping, Design System Management, Wireframing, Iterative Testing, Interaction Design, Experimental Design, Sketching, Human Computer Interaction, Information Architecture, Design Standards Maintenance.

Cross-Functional Collaboration

Cross-Team Collaboration, Digital Transformation, International Collaboration, Business Alignment, Agile Methodologies, Business Coaching, Facilitating Teamwork, Cross-Platform Performance Data Review, Communication Skills.

Tools

Figma, FigJam, Adobe Creative Suite, Miro, Mural, Microsoft Office, AI Tools, Surveymonkey, Looker Studio, Heap.

Projects

Cognitive Journey: A New Concept for Immersive Experience Creation

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Summary

The cognitive journey framework provides a new way to create immersive experiences by understanding human feelings and organization, resulting in more memorable and immersive outcomes.