Kim Liu Design provides concise summaries of projects in 3 sentences or less: 1. An educational assessment product was redesigned to simplify the user experience and provide better guidance to students on their performance and next steps. 2. An enterprise workflow for reporting service issues was streamlined through a mobile app and web portal to improve communication between executives and administrators. 3. The onboarding flow for a peer support network for divorcees was redesigned to increase premium subscription conversions through clear messaging, illustrations, and optimizing the call to action placement.

1. Kim Liu Design

2. 1
TABLE OF CONTENTS
1 / My Story
2 / Mission & Values
3 / Design Process
Projects
4 / Adaptive Qbank
10 / ABInsight
15 / DivorceForce
20 / Creature

3. 1
My passion for UX was sparked in 2014 when I heard
it described as the intersection between
understanding people and great design.
Since then, I’ve developed my interest in helping
people through well-designed tech by working at a
mobile product agency and building out a key
feature of a digital educational platform, as well as
currently consulting on design for a .restaurant
tech startup based out of China.
My mission is to tell good stories to solve
important people problems through the medium
of technology with thoughtful, close-knit teams
dedicated to building products with excellence.
My Story
1

4. Cultivating organizational health
and well-being
1
Building products with care
and excellence.
2
Valuing every individual’s unique
contribution.
3
Simplifying and humanizing
technical complexity
4
My ValuesMy Mission
Motivation as a designer What I look for and seek to grow in team culture
2
To tell better stories for
people by design.
better / resulting in a net
positive influence
story / information sequenced for
emotional impact
for people / crafted with
empathy for an audience
by design / action taken with
thoughtful intent

5. REFINE REFLECT
I tell stories to engage
and give meaning to
projects or data.
I use visuals to simplify
complexity and build
understanding.
I help others thrive
creatively through
effective facilitation
STORIES VISUALS FACILITATION
Ask questions and
identify assumptions
and hypotheses
Generate possible
solutions and evaluate
constraints
Define the key
parameters of the
final solution
Systematically
refine the solution
through iteration
Observe and
reflect on impact
and outcomes
IDEATEUNDERSTAND
U E D R R
DEFINE
Design Process
TOOLS I USE
3

6. Redesigning an educational assessment product that
helped students prepare for standardized tests
Qbank Redesign

7. Overview Team & Approach
Qbank delivers quizzes and tests as part of a digital
education platform that connects students, content
creators, and teachers.
Our primary design goal was to redesign the
experience for usability and consistent UI while
facilitating speed to market and the high technical
effort involved in completing a codebase migration.
UX Designer & Project Lead
IxDesign, Usability Testing, Visual
Design, Prototyping, Illustrations,
Facilitation, Collaboration, Sketching
3 Designers
12+ Developers
3 QA Engineers
1 Product Manager
1 Delivery Manager
OUR APPROACH
TEAM
MY ROLE
5
1+ year
TIMELINE

8. The Problem
As a student I want to improve my test
scores through effective practice including:
In the existing experience, the interface was inconsistent
and the information hierarchy was poorly organized and
confusing without clear guidance.
“As a student, I want to know how I am doing in
specific subject areas and test taking ability.”
“As a student, I want to take the best possible
action right now to improve my overall test score.”
HOW AM I DOING?
WHAT TO DO NEXT
EXISTING SOLUTION
6

9. The Solution
To address these needs, we improved the
existing experience through:
Simplifying the process of creating and
reviewing custom quizzes to assess specific
performance
Providing guidance by placing CTAs in context,
highlighting top areas of improvement, and
emphasizing review
HOW AM I DOING?
WHAT TO DO NEXT
1
2
7

10. Illustrations
I saw an opportunity to clarify messaging and motivate
students further through illustrations.
I created visual guidelines and a process for managing
multiple designers to bring illustrations from ideation
to final approval for launch. This included:
Dedicated Slack channel with guidelines for
peer design critique
Established checkpoints for approval and
transparency across the team
Advocated for illustrations by presenting and
pitching to key decision makers
Presented a comprehensive walkthrough of
the process and outcomes to executives
8

11. Our primary outcome was a high percentage of students
reviewing total questions answered as well as student
satisfaction scores collected during testing.
(benchmark TBD)
86%
students reviewed total
questions answered
4.8/5 reported ease of use
As a designer, I grew in the following areas:
Simplifying Complexity
Simplifying organizational complexity into action
and clearly communicated insights.
Depth & Breadth
Balancing higher level product thinking with deep
diving into a design problem.
Communication at Scale
Strategies to communicate decisions and
process to multiple stakeholders.
Project Management & Leadership
Moving projects forward organizationally and
motivating small teams to complete initiatives.
Outcomes Key Learnings
9

12. Streamlining a time consuming enterprise
workflow for reporting service issues
AB Insight

13. Team & Approach
Lead Product Designer
Wireframing, Visual Design, Sketching,
Collaboration
2 Designers
3 Developers
1 QA Engineer
1 Product Manager
2-4 Weeks
OUR APPROACH
TEAM TIMELINE
MY ROLE
Overview
Anheuser-Busch is a multinational beverage and
brewing corporation.
Within the organization, executives were submitting
service issues in a process that was time
consuming and involved poor communication on
both sides.
Our primary design goal was to streamline this
workflow with an app and web portal.
11

14. The Problem
The overall problem was an inefficient workflow
involving poor communication. There were two
primary users involved with specific needs:
As a business executive, I want to feel that the
service issues I report are being addressed.
As an administrator, I want an easy way to sort
through and assign issues.
BUSINESS EXECUTIVE
ADMINISTRATOR
12

15. A mobile app where executives could report
tickets and track the progress of those tickets
by seeing three different statuses.
A web portal where the admin could prioritize
and assign tickets while keeping track of the
status and history of each one.
The Solution
We approached the problem by reconceptualizing
issues as tickets. We developed a product that
addressed both user needs:
EXECUTIVE-FACING SOLUTION
ADMIN-FACING SOLUTION
1
2
13

16. As a designer, I grew in the following areas:
Collaboration
Working effectively in a team context to fully
understand the problem, our constraints, and
the best way to approach the solution
End to End Product Design
Developing details of a product from idea to
implementation to launch
Outcomes Key Learnings
The users found the product experience intuitive and
usable.
Other than that, we didn’t set or expect any specific
metrics at the time of launch. If I were to revisit, I would
look for the following outcomes:
14
time from issue reported
to issue resolved
how has the user’s stress
level been reduced?

17. Increasing conversions for a peer to peer
support network for divorcees
Divorce Force Onboarding

18. Overview Team & Approach
UX Designer
Iterative cycles of agile usability testing and
design in close collaboration with product
managers and developers
1 Designer
1 Product Manager
1 Business Strategist
OUR APPROACH
TEAM
MY ROLE
Divorce Force is an online community that
seeks to empower those affected by divorce
through expert content, forums, and peer to peer
messaging.
They approached us to help them increase
Premium subscription conversions. Our
primary design goal was to redesign the
onboarding flow to optimize conversions.
2 Weeks
TIMELINE
16

19. The Problem
The overall business objective was creating more
conversions for premium subscriptions. The
primary user need we addressed to motivate
conversion was:
To address the problem effectively and keep us on
track, I developed design principles based around
community and trust.
As a divorcee, I want to be part of a warm and
welcoming community and feel empowered to
move forward.
DIVORCEE
DESIGN PRINCIPLES
17

20. I worked with a strategist to develop clear
messaging. I also created illustrations to
reinforce that messaging.
The Subscribe CTA was placed at a
relevant point in the onboarding.
The Solution
The process of redesigning the onboarding flow
included messaging, illustrations and
prototyping.
CLEAR MESSAGING
CONTEXTUAL CTA
1
2
18

21. Outcomes Key Learnings
The outcome of the project was delivering a prototype
and design assets to the client for implementation.
If I were to revisit the project, the outcomes I would be
looking for would include:
19
number of premium
subscriptions created
do users feel welcome
during the onboarding flow?
As a designer, I grew in the following areas:
UI & Illustration
Practicing UI & digital illustrations based on
visual brand guidelines.
Prototyping
Creating an interactive prototype for an end to
end flow with detailed interactions.

22. Connecting long distance couples
through an interactive game
Creature
Activity 10:09

23. Overview Team & Approach
Visual/UI Designer
Visual Design, Wireframing, User Testing,
Surveys, Product Thinking, Personas, Research,
Ideation, Pitching
2 Designers
OUR APPROACH
TEAM
MY ROLE
Creature is an interactive mobile game to help
long distance couples connect through shared
experience by taking care of a virtual pet.
It was created as a student project at General
Assembly.
Our primary design goal was making use of a
new technology (Apple Watch) to solve a
problem.
2 Weeks
TIMELINE
21

24. The Problem
The reason why we wanted to solve this
problem was seeing how most forms of virtual
interaction fell short of the intimacy that
developed through in-person interactions.
We were primarily influenced by the academic
research of Marc Hassenzahl who evaluated the facets
of intimacy created through technology, in addition to
developing our own understanding through user
research.
As someone in a long distance relationship, I
want to be able to connect with my partner in a
more meaningful way.
PROBLEM
HAZZENSAHL’S FACETS OF INTIMACY
22

25. Couples would connect through synchronous
tapping, which allowed for different outcomes
within the game (ex: the creature’s health
increasing through dancing).
In addition to direct interaction, couples
could also build intimacy indirectly
through building shared experiences by
taking care of the creature in the game.
The Solution
The game experience was available on both Apple
Watch and mobile. Key elements we designed to
facilitate intimacy included:
SYNCHRONOUS TAPPING
SHARED EXPERIENCE
1
2
23

26. Outcomes Key Learnings
The outcome of the project was design deliverables
(prototypes, personas, etc.) and a presentation.
If I were to revisit the project, the outcomes I would be
looking for would include:
24
time spent playing the game
do couples feel more
connected after playing?
As a designer, I grew in the following areas:
Product Thinking
Thinking through how to develop the MVP of a
product to solve a real human problem.
Academic Research
I also learned the value of using academic
research to support product and design decisions.

27. THANK YOU