Edwin Li, Senior UX Designer

[To be tailored] I am an Experience Designer with 22+ years of experience designing web applications (IaaS, SaaS) for enterprise networking, healthcare, and consumer companies. With my Master’s degree in Cognitive Science, I have focused on design for the past 15+ years after 7 years in usability roles.

I strive to create a deep, shared understanding of users’ hows and whys amongst the product, design, engineering, and other stakeholder teams. I thrive in collaborative environments where I can work with everyone to identify the most important problems to solve and then inform and define requirements for the best solutions.

[To do: add contact info]

Email? Phone? LinkedIn?

Achievement Highlights [To be tailored? or cut?]

• Increased internal web app availability by 700% and reduced cognitive load and task times by adding user research to transform workflows. [Juniper Networks, case study » Intelligence Built Into A Worldwide Sales Support Web App: Leading UX From Discovery to Delivery]
• Reduced port activation time by 98% and increased monthly revenue by 87% to $21.7M in 18 months through a unified web ordering process. [Equinix, case study » Research, Strategy, & Design Expanded Equinix's Market: Data Center Network Infrastructure as a Service]
• Reduced account management workload by a projected 70% through a 0-to-1 UX for self-service, integrating from 8 product roadmaps. [Intuitive Surgical]
• Won the Association of Support Professionals (ASP) Best Support Websites award by designing search, filtering, results, & articles in collaboration with the support team. [Juniper Networks]
• Earned EPPY Finalist for Best Shopping Application by implementing UX strategies that improved engagement across a national network of regional portals. [Knight Ridder New Media]

Case Studies

End-to-End UX: Discovery Insights, Problem Framing, Design, Craft, Delivery, and Learning

Equinix

Research, Strategy, & Design Expanded Equinix's Market: Data Center Network Infrastructure as a Service
45-day delivery ➞ <1,  +87% Revenue

Internet Exchange’s (IX) physical ports took 45 days to activate; competitors offered virtual ones in 2. I led UX from discovery through delivery, used systems thinking to analyze competitors, framed up a new, big-picture problem grounded in real customer needs, and convinced Product to shift product direction from just speed to adding a new market, SMB customers.

I turned our complex, technical ordering process into a clear, approachable, coherent web ordering experience by leading interaction design, prototyping, pixel-perfect design craft, and collaboration with Engineering for implementation.

After launch, an early customer got their port in under 24 hours. 18 months later, sales showed our enterprise + new SMB customers ordered with greater confidence and less friction.

• Quickly learned IX after 3 years on an adjacent networking IaaS product, picking up unfamiliar concepts from Product and Engineering and launching a redesigned product in 6 months
• Designed new and evolved patterns with design-system guidance–reused across every IaaS product–with strong design craft, creating clear design documentation, prototypes, decision records, all grounded in real user needs to enable teams to build implementation-ready designs with confidence

Juniper Networks

A critical worldwide sales support web app was unable to meet growing demand: it crashed all the time, users had to take turns using it for just 1 hour per day, and they did 32-window Easter egg hunts to get what they needed.

I partnered with Product and Engineering from requirements definition onwards, led UX research and discovery to paradigm-shifting insights, interaction design using abstract models for app structure and prototyping, pixel-perfect and motion design using HTML/CSS/CSS animation skills learned specifically for crucial new components, this project, and for implementation collaborating with our remote Engineers.

The new design skyrocketed their productivity. It never crashed, users had full 8-hour-workday, anytime access , and it intelligently delivered those eggs to them.

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Targeted Case Studies [H2]

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company Name (year): Text Style: Process Stage, both border-color and font-color #595959.

Summary, font-color #333333. Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by double clicking on it. After you are done just click on the yellow checkmark button on the top right to save. Have Fun!

• Blah blah blah...bullet-speak. List item,font color #595959. Bacon ipsum dolor amet corned beef tenderloin bacon ham hock tri-tip burgdoggen short ribs shank pork belly boudin flank. Ball tip pastrami jerky beef ribs chislic pork belly strip steak spare ribs ham hock.
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Career Journeys. H1, font-color: #000000.

To be worked on...

Edwin's...ability to ask the big questions at the right time [enables him to] drive design for complex projects with nebulous requirements, and do it with grace and tenacity.

Scott Garsed-Donnelly
Director, User Experience, Equinix

Leadership: Forging Community

I lead by forging communities of growth. Everywhere.

At Work

Championed design consistency across 9+ products and their silos by establishing a weekly UX forum for 4–21+ cross-functional stakeholders and maintaining it for 3 years. From UX book club discussions to critique sessions, I built team culture, community, camaraderie, and a consistent mindset to coherently guide our design system(s) and design thinking.

Volunteering for UX

As Chair or Vice Chair of BayCHI (established 1989), I have served the mission of raising awareness of UX in the Bay Area since 2015. Currently serving as Vice Chair, I also run the UX Life and Careers Birds of a Feather (BOF) group, which serves as a community networking and support group for UXers, providing mentorship, camaraderie, and critiques on a weekly and monthly basis.

At Play

As a West Coast Swing dancer since 1992, I've traveled the US and the world to social dance, compete, instruct, and judge, winning the 2019 US Open Swing Dance Championship in the Sophisticated Swing division with dance partner Joanna Meinl. For about 10 years, I ran peer workshop/practice groups both locally and at dance events in which we helped each other improve as better dancers, with 27+ amateurs becoming international dance pros from amongst our ranks.