Irene Lau

I’m a UX/UI Lead with 12+ years of experience, built on a prior decade in creative direction. My work centers on bridging user behavior with business objectives—turning data into clear, system-level improvements and aligning complex flows across divisions.

Most recently, I led UX/UI for acquisition and activation, partnering with Product Managers and multinational stakeholders on referral strategy and execution. I also used user research (data analysis and interviews) to translate insights into sharper value propositions and flows—lifting referral participation from below 5% to nearly 29% through experimentation and iterative adjustments.

I’ve also owned end-to-end design as a Senior Product Designer, applying service design and systems thinking to audit full journeys, identify friction points, and optimize for growth performance. Alongside mentoring designers through feedback and design reviews, I’m currently diving into Front-end and Python to better speak the language of my engineering teammates.