Open to opportunities

Belinda Lu

@belindalu

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Product designer specializing in end-to-end digital platforms, UX, research, and design systems.

Singapore

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What I'm looking for

I seek roles designing end-to-end digital platforms where I can lead UX, contribute to design systems, apply generative AI, and collaborate cross-functionally to deliver measurable product outcomes.

I am a product designer with 10+ years of experience crafting end-to-end digital platforms across web and mobile for global organisations, combining user research, journey mapping, and hands-on design to deliver intuitive, scalable solutions. I collaborate closely with product managers, engineers, and data teams to translate complex requirements into clear user flows, prototypes, and high-fidelity designs that drive usability and adoption.

As an independent UX and product consultant and former Digital Experience Director (VP) at BNP Paribas Wealth Management, I have led discovery-to-delivery design initiatives, contributed to design systems, and applied generative AI and agentic workflows to enhance solutions. I have delivered measurable outcomes—improving platform adoption and engagement—facilitated design-thinking workshops, and supported both enterprise and startup projects including B2B marketplaces and white-label platforms.

Experience

Work history, roles, and key accomplishments

Current

Independent UX & Product Consultant

Current

Independent

Jan 2024 - Present (1 year 11 months)

Provide end-to-end UX/UI design, product strategy, and user flow proposals for startups and enterprises, delivering scalable platforms and measurable outcomes across web and mobile. Led contract engagements including innovation projects at DBS Bank, applying generative AI and delivering accelerator outcomes within tight timelines.

User Research UX UI Design Product Strategy Design Systems Prototyping (Figma Information Architecture Generative AI Workshop Facilitation

Digital Experience Director

BNP Paribas Wealth Management

Feb 2018 - Dec 2023 (5 years 10 months)

Led end-to-end UX for client-facing and internal platforms across APAC and Europe, delivering 15+ major features that increased platform adoption from 57% to 82% and boosted engagement metrics by 500%. Developed scalable design systems that reduced design-to-development time.

Product & Design UX Research Design Systems Service Design Usability Testing Agile

Experience Designer

Citibank FinTech

May 2016 - Jul 2017 (1 year 2 months)

Conducted user research, usability testing, and prototyping for wealth management tools and led UX/UI design for a goal-based investment platform and multi-segment website redesigns.

User Research Usability Testing Prototyping UX UI Design Information Architecture Responsive Design Wireframing

Senior Art Director

McCann Worldgroup

Oct 2014 - Mar 2016 (1 year 5 months)

Led product storytelling, digital campaign experiences, and platform concepts for global brands including Microsoft, Unilever, Intel, and Nespresso, directing multidisciplinary creative teams and pitching experience strategies.

Art Direction Team Leadership Brand Experiences Storytelling Cross Functional Collaboration Creative Direction

Education

Degrees, certifications, and relevant coursework

UIC Barcelona - International University of Catalonia

Master's Degree, BioDigital Architecture

Activities and societies: Co-author of a SIGraDi 2024 paper on generative AI and 3D-printed biodigital topologies.

Master’s Degree in BioDigital Architecture; finalist for the Master’s Thesis Awards on Sustainability & Social Action with research titled “Harmonic Constructs.”