XUUX

/featured works

SMS 0-1-scale

Intuit Mailchimp | 2022-2025

I orchestrated the 0-1-international design strategy for Mailchimp SMS and mentored a team of 3 designers, driving a 30%+ lift in global customer acquisition and a projected $11M+ in FY25 revenue.

Data Platform Lookahead

Intuit Mailchimp | 2025

I architected the long-term product vision for the underlying data platform, transforming Mailchimp into a unified, omni-channel marketing ecosystem.

Unlocking Mid-Market Potential with Custom Objects (Coming soon)

Intuit Enterprise Suite | 2025-2026

Architecting a flexible data structure to unlock end-to-end business management. Enabling seamless third party integrations and deep workflow automation for complex mid-market lifecycles.

Product Configurator

Sleep Number | 2020-2022

I led the comprehensive redesign of the e-commerce product configurator and narrative-driven landing pages, utilizing iterative user testing to achieve a validated 18% increase in conversion rates and 11% increase in purchase rate.

Microsoftt Web Framework

Microsoft Store Stuido | 2019-2020

I drove and delivered the Microsoft Store Web Framework (MWF 2.0), a unified component library that standardized the digital experience across Surface, Office, Windows, and Xbox marketing sites.

Samsung E-commerce Globalization

Samsung Electronics | 2018-2019

I led the design of global e-commerce checkout and account management systems for Samsung’s European markets, aligning cross-regional business requirements into a unified, high-conversion platform vision.

Kind words from others

Connor Callahan
Senior Staff Product Manager
Liz consistently delivers exceptional and systemic impact. For the SMS international launch, she was instrumental in managing complexity by applying a systems-thinking approach. This involved leading a thorough competitive teardown and auditing the entire end-to-end SMS experience, which not only secured leadership sponsorship but also clarified the interconnected cross-team requirements and dependencies necessary for multiple international releases. She is adept at navigating ambiguity, quickly establishing ideal states even with limited initial requirements, and ensuring the complex system successfully meets critical deadlines.
Neveen Moghazy
Group Design Manager - Data Platform
Liz is an outstanding Staff Designer whose end-to-end system thinking and data-driven approach consistently elevate our product strategy. She brings clarity to complex problems, grounding decisions in meaningful customer and business insights. Liz is also a powerful mentor on my team, raising the craft of designers around her through thoughtful guidance and critique. Her storytelling—especially in front of senior leadership—help align teams and influencing roadmap decisions with concise, compelling narratives. Liz’s impact extends far beyond her individual work, shaping both the product and the design culture of our organization.
Jeremey Nofzinger
Senior Staff Software Engineer
One thing I really value about your work is how customer obsessed it is. You push for solutions that provide the optimal experience for users and protect against changes that would deteriorate it. You do this by offering up holistic perspectives around how and why users do what they do and also participate in user feedback to surface reported issues.

Connor Callahan
Senior Staff Product Manager
Liz consistently delivers exceptional and systemic impact. For the SMS international launch, she was instrumental in managing complexity by applying a systems-thinking approach. This involved leading a thorough competitive teardown and auditing the entire end-to-end SMS experience, which not only secured leadership sponsorship but also clarified the interconnected cross-team requirements and dependencies necessary for multiple international releases. She is adept at navigating ambiguity, quickly establishing ideal states even with limited initial requirements, and ensuring the complex system successfully meets critical deadlines.
Neveen Moghazy
Group Design Manager - Data Platform
Liz is an outstanding Staff Designer whose end-to-end system thinking and data-driven approach consistently elevate our product strategy. She brings clarity to complex problems, grounding decisions in meaningful customer and business insights. Liz is also a powerful mentor on my team, raising the craft of designers around her through thoughtful guidance and critique. Her storytelling—especially in front of senior leadership—help align teams and influencing roadmap decisions with concise, compelling narratives. Liz’s impact extends far beyond her individual work, shaping both the product and the design culture of our organization.
Jeremey Nofzinger
Senior Staff Software Engineer
One thing I really value about your work is how customer obsessed it is. You push for solutions that provide the optimal experience for users and protect against changes that would deteriorate it. You do this by offering up holistic perspectives around how and why users do what they do and also participate in user feedback to surface reported issues.

Rujuta Apte
Group Design Manager - SMS
Liz truly excels when working in high-impact, high-ambiguity, and high-complexity parts of the organization. Her strong design craft and her ability to influence and align partners make her an invaluable leader in shaping direction. She’s exactly the kind of designer who grows—and helps others grow—when the challenges are the greatest.
Payton Camilli
Staff Product Manger
Liz is a powerhouse of strategic vision and competitive acumen. Her deep understanding of the product landscape directly informs her design choices, ensuring our products are market-aware and superior. She consistently develops ambitious, long-term UX strategies, pushing for innovative and customer-centric designs that secure our future success.
Amogh Mundhekar
Group Product Manager - Data Platform
Liz is an exceptional product designer who turns customer ambiguity into clear, actionable experiences. Her work on the Dimension Improvement project is a perfect illustration: she successfully unified a collection of disparate recommendations through rapid, iterative design and hands-on user testing. By generating wireframes and running unmoderated tests, Liz not only refined the designs but also clearly defined the project's initial deliverables, effectively moving a previously open-ended initiative into the execution phase.

Rujuta Apte
Group Design Manager - SMS
Liz truly excels when working in high-impact, high-ambiguity, and high-complexity parts of the organization. Her strong design craft and her ability to influence and align partners make her an invaluable leader in shaping direction. She’s exactly the kind of designer who grows—and helps others grow—when the challenges are the greatest.
Payton Camilli
Staff Product Manger
Liz is a powerhouse of strategic vision and competitive acumen. Her deep understanding of the product landscape directly informs her design choices, ensuring our products are market-aware and superior. She consistently develops ambitious, long-term UX strategies, pushing for innovative and customer-centric designs that secure our future success.
Amogh Mundhekar
Group Product Manager - Data Platform
Liz is an exceptional product designer who turns customer ambiguity into clear, actionable experiences. Her work on the Dimension Improvement project is a perfect illustration: she successfully unified a collection of disparate recommendations through rapid, iterative design and hands-on user testing. By generating wireframes and running unmoderated tests, Liz not only refined the designs but also clearly defined the project's initial deliverables, effectively moving a previously open-ended initiative into the execution phase.

Skills

Product Strategy
Storytelling
System thinking
0-1-scale
B2B SAAS
Drive growth

Product Strategy
Storytelling
System thinking
0-1-scale
B2B SAAS
Drive growth

Design leadership
Interaction Design
Responsive Design
UI/UX
Design Systems

Design leadership
Interaction Design
Responsive Design
UI/UX
Design Systems

Data fluency
Vibe Coding
Qualitative research
Customer interview

Data fluency
Vibe Coding
Qualitative research
Customer interview

I’m Liz, driving design strategy, innovation and impact at scale.

Liz Xu

I’m Liz, driving design strategy, innovation and impact at scale.

Liz Xu

SMS 0-1-scale

Custom Object

Custom Object

Custom Object

Custom Object

Custom Object

Kind words from others

Skills