Edwin Li, Senior Product Designer
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.
Achievement Highlights
- 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: Discovery to Delivery, Designed Intelligence Into Worldwide Sales Support Web App]
- 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]
- 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]
- Awarded 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 → Task & Solution Structure → Design → Prototypes → Craft → Delivery
EQUINIX
Networking, Infrastructure as a Service (IaaS), Enterprise, Add SMBs
Research, Strategy, & Design Opened Equinix's Market: Data Center Network Port Web Orders
45 Days → <24 hrs, +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, multi-surface, technical ordering process into comprehensive 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 expanded enterprise + new SMB target customers ordered seemed to have more confidence, ordering both more ports and more expensive ones.
- Designed new and evolved patterns for our design systems–for reuse across every IaaS product
Other versions:
- 5-slide teaser version, LinkedIn carousel post: Transformed Crisis into Productivity Engine → 8x System Availability
- Invited speaker at BayCHI, Nov 11, 2025 (YouTube, 42m): Research & Experience Design to Optimize Worldwide Sales Support Web App; with Edwin Li, BayCHI
JUNIPER NETWORKS
Networking, Sales support, Intelligent assistant, Research-powered productivity boost
UX Discovery to Delivery: Designed Intelligence Into Worldwide Sales Support Web App
32 windows → 1, 8x availability, Productivity ↑
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, strategy, design decisions, prototypes, and pixel-perfect designs, HTML/CSS/CSS animations, and implementation collaboration with remote developers.
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.
FROM MICROSOFT, KNIGHT RIDDER, KINTANA, YAHOO, JUNIPER NETWORKS, ....
Design Processes, Artifacts, and Work Style
An idealized view of my design thinking and design process: Tools in the toolbox
UX Research & Discovery → Insights → Problem Framing → Task & Solution Structure → Design → Prototypes → Craft → Delivery
Targeted Case Studies
PERSONAL PROJECT: Design
Mobile, High Fidelity, Interactive Prototype, Demo Video
Designing A Safer Driving Mode For The Pandora App
Mobile, High Fidelity, Interactive Prototype, Demo Video
I wanted to push the design towards safer use while driving--allowing users to use the app with less attention, less visual precision and processing, and less physical precision.of project, Mobile, gestures, and better support for divided attention and switching Bluetooth outputs.
I designed Pandora's playback controls, key interactions, and navigation into gesture-based controls with large visual feedback to require less focused attention. I also added app-level control of sound output to bring that control to the mode's surface, using gesture control and maximized tap target sizes, again to require less precision and focus.
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
As A Practice Leader, I Forge Community
I lead by forging communities for 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.
Connected device fantasist. Distributed Cognition fan. Science Fiction and Fantasy fan. Community builder.
UX is everywhere—increasingly distributed across devices, contexts, and people—built on the ubiquity of mobile and cloud technologies.
I design for users' ecosystems, empowering them to seamlessly interact with their data, devices, and each other, making tasks delightfully simple—anywhere.
2 (JS0), 10/28/2026