About Tzu-Hsien (Adam) Yu
I am a Senior UX Designer based in London, with 5+ years of experience leading end-to-end product design in B2B SaaS. My background bridges social science, business, and technology.
I specialise in product-led growth, monetisation, and AI-enabled experiences. I combine user research, behavioural analytics, and cross-functional leadership to improve activation, conversion, and commercial outcomes—including $50K+ in MRR growth, a 67% reduction in time to activation, and a 15% increase in subscriber acquisition.
I am currently completing an MSc in User Experience Engineering at City St George’s, University of London. My dissertation explores faceted interfaces for generative AI tools, expanding my expertise in Human-AI Interaction.
I also build with AI-assisted development tools, using them to prototype and test ideas quickly while keeping research, accessibility, and design judgement at the centre of the process.
Companies I've worked with
My professional career is summarised below:
- Vyond, Senior UX Designer (Mar 2023 - Jul 2025)
- Vyond, UX Designer (Nov 2021 - Feb 2023)
- beBit, UX Consultant (Aug 2020 - Nov 2021)
- PDIS, UX Design Intern (2019)
- Alfred Camera, UX Design Intern (2017 - 2018)
At Vyond, I led growth and monetisation work across acquisition, onboarding, subscription conversion, and AI feature scaling. Earlier, I designed enterprise collaboration and AI-enabled workflows, including video translation, folder sharing, and a shared media library.
Across my time at Vyond, I facilitated 40+ cross-functional design critiques with teams in Taiwan, Hong Kong, and Thailand, and extended the design system with reusable component states and interaction patterns.
At beBit, I delivered UX strategy and product design for mobile services across finance, insurance, and e-commerce. This included leading the design work for 7-Eleven Taiwan’s OPENPOINT super app.
Education
I hold several degrees, including:
MSc User Experience Engineering— City St George’s, University of London (Sep 2025 - Oct 2026, expected)
- CIEHF-accredited technical MSc focused on the fit between people and technology.
- Dissertation: Designing faceted interfaces for generative AI tools.
- Modules include AI for UX Professionals, Experiencing AI, Low Code for UX, Human Factors, Inclusive Design, Virtual Reality Design and Development, and Computing the User Experience.
MBA Service Science — National Tsing Hua University (2020)
- Graduated with a dual-track certificate on service design and business analytics.
BA Library and Information Science — National Taiwan University (2018)
- Trained with information behavior, information psychology, information architecture, and human-computer interaction theories.
How I work
- I treat rejected designs as valuable signals — in the Vyond AI Credits project, I actively argued against a dark-pattern upsell approach to protect user trust.
- I don't wait for data to be handed to me — I run my own Amplitude queries to identify drop-off points and build design hypotheses before proposing solutions.
- I focus on measurable outcomes — every design decision I make is tied to a business or user metric, from MRR growth to task completion rates.
Skills & tools
Product Strategy & UX Design
End-to-end product design, product-led growth, monetisation, interaction design, information architecture, user flows, wireframing, prototyping, design systems, accessibility, WCAG 2.2, and human-centred AI.
Research & Optimisation
User interviews, moderated usability testing, surveys, heuristic evaluation, A/B testing, behavioural analytics, competitor analysis, journey mapping, storyboarding, and workshop facilitation.
Technical & Tools
Figma, Framer, Sketch, Axure RP, Amplitude, Hotjar, Google Analytics, Jira, HTML, CSS, JavaScript, and FlutterFlow.
AI-Assisted Design & Development
Claude Code, Codex, Google Antigravity, v0, and Lovable.
Languages
English (IELTS Band 8) and Mandarin (Native).
Beyond work
Outside of work, you'll find me exploring single-origin coffee shops, travelling the world, cooking, or binging comedies on Netflix.
Community contribution
Guest speaker at National Tsing Hua University
As an alumnus, I was invited to give two career talks as a guest speaker at the Institute of Service Science, National Tsing Hua University in both 2022 and 2025:
- My UX Career So Far–Thoughts, Decisions, and Unclear Moments (2025, given in English)
- Growing as a UX Designer (2022)
