Hi, I’m Sia.
“If you can’t solve a problem, it’s because you’re playing by the rules.”
(And yes, that Paul Arden quote still sums up my approach:)
Before I was designing digital products, I was designing shoes—and yes, I still have way too many pairs. I’m a ski instructor, an art collector (with a soft spot for pop art), and a lifelong foodie who believes great ideas can happen in the kitchen just as often as in Figma. I’ve seen Eric Clapton live seven times (and counting), and when I’m not designing, you’ll probably find me catching waves in the summer, carving snow in the winter, or geeking out at live music shows year-round.
These days, I’m focused on Bamzi, my educational toy startup. Our mission is simple:
“Shaping a future of empathetic, resilient, and innovative minds through the power of purposeful play.”
I also dream of launching a nonprofit to bring mindfulness classes to kids, helping them build emotional awareness and resilience from an early age—something I wish I’d had growing up.
Design Leadership & Impact 12+ years designing products at Google, Meta, and startups—leading teams and launching 80+ digital experiences.
Strategic Product Leadership
12+ years crafting and launching over 80 digital products—from display advertising and mobile monetization to e-commerce and real estate tools. These products have collectively generated over $2 billion in revenue.
I bridge UX with business goals seamlessly—mapping design decisions back to strategic objectives and working with stakeholders to gain buy-in or introduce fresh concepts.
Proven track record in running and evolving design strategy through multiple full-scale sprints and workshops.
Cross-Functional Collaboration & Mentorship
I’ve led and mentored cross-functional teams—coaching junior designers and software engineers to elevate their craft.
I consistently organize and facilitate design review sessions to align teams and ensure design excellence.
My background working in global agencies like Publicis and FCB has sharpened my skills across legacy brands like Sprint, HP, Dockers, and Hilton.
Product-Centered Design Practice
Expertise in steering holistic design—from concept to final pixel—grounded in research, prototyping, and usability.
Specialties include in-app shopping experiences, design quality assessment tools (UX Scoring), and exploring user behavior within ad formats (e.g., Project Character).
My UX Process A strategic, collaborative, and iterative approach rooted in user needs and business goals.
Opportunity Framing & Product Strategy
I work with stakeholders to define the problem space, align on business goals, and identify user needs worth solving. This phase involves competitive audits, stakeholder interviews, and mapping high-level product opportunities to outcomes.
Methods: Stakeholder alignment, OKR mapping, problem/opportunity framing, product brief creation
Discovery & Research
I collaborate with PMs, UXRs, and data teams to gather insights that shape our direction. Whether it’s generative user research, analytics deep dives, or heuristic evaluations, this phase ensures we’re designing for real people—not assumptions.
Methods: User interviews, data analysis, surveys, journey mapping, UX audits
Insight Synthesis & Prioritization
Research findings are synthesized into actionable insights. I identify patterns, user pain points, and opportunity areas, and then translate them into experience principles and design hypotheses. I partner with product to prioritize based on impact and effort.
Methods: Affinity mapping, insight clustering, JTBD, hypothesis writing, prioritization frameworks
Design & Exploration
I explore multiple solutions through sketches, wireframes, and interactive prototypes—balancing user needs with product feasibility and business goals. Design is a collaborative process; I frequently engage with PMs and engineers for early feedback.
Methods: Low- to high-fidelity design, design critiques, co-creation workshops, Figma prototyping
Validation & Iteration
I validate design decisions through usability testing, internal reviews, and stakeholder feedback. Insights from testing are folded back into the design, refining the solution before handoff.
Methods: Usability testing, A/B testing, feedback loops, internal reviews, accessibility checks
Delivery & Optimization
I work closely with engineers to ensure high-quality implementation, documenting specs and edge cases. After launch, I track metrics, gather user feedback, and lead iterations based on what we learn.
Methods: Design QA, implementation support, design systems, analytics review, post-launch iteration
Continuous Collaboration: Throughout the process, I facilitate design reviews, sync with cross-functional partners, mentor designers, and advocate for user-centered thinking across teams.
Tools: Figma, FigJam, Jira, Notion, Principle, Google Suite, Miro, Slack