Hi, I'm Zoey!
I design products.

Hi, I'm Zoey!
I design products.

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Senior Product Designer

10+ years of experience

Turquoise Star
Orange Pyramid
Lime Green Object
Yellow Cube
Yellow Cube
Purple Sphere
Blue Cylinder
Blue Cylinder

[News]

SmartNews Coupon 2.0

Monetization-Aware Coupon Discovery Redesign

Content-Led Design

User Testing

Monetization

[News]

SmartNews Coupon 2.0

Content-Led Design

User Testing

Monetization

[VOD]

U-NEXT : Redesign Genre-browsing User Experience

IA & Redesign

User Testing

Long-term UX Improvement

[VOD]

U-NEXT Illustration System

Illustration

Modular Design

Character Design

[VOD]

U-NEXT Illustration System

Illustration

Modular Design

Character Design

[Big Data]

Rakuten Super DB

An Integrated Big Data Ecosystem for Compliance & Discovery

B2B SaaS UX

Systematic UXX

Branding

[Big Data]

Rakuten Super DB

B2B SaaS UX

Systematic UXX

Branding

[Food & Drink]

SakeWiz

Information Architecture

Visual Identity

Redesign

[News]

SmartNews: Top Story Redesign

Reaserch

Competitor Analysis

Quantitive Testing

About Me

I design digital products at the intersection of global teams, complex systems, and human needs — with 10+ years across Japan and the U.S.

Zoey Xie

Currently

Senior Designer @SmartNews

I believe in combining creativity with functionality, ensuring that every design not only looks great but works flawlessly. My goal is to create user-centered designs that make a lasting impact.

My Experience

SmartNews

News Aggregation

[Tokyo, Japan]

U-NEXT

VOD Service

[Tokyo, Japan]

Rakuten

E-Commerce

[Tokyo, Japan]

SIEMENS

B2B

[New Jersey, US]

SmartNews

News Aggregation

[Tokyo, Japan]

Rakuten

E-Commerce

[Tokyo, Japan]

U-NEXT

VOD Service

[Tokyo, Japan]

SIEMENS

B2B

[New Jersey, US]

What I do

I design and ship thoughtful digital products — from consumer apps to complex B2B platforms — at global scale.

Yellow Cube
Consumer App Design
Consumer App Design

Delivered end-to-end UX/UI for large-scale consumer apps, balancing business goals and everyday usability.

Yellow Cube
B2B Platform & Tooling
B2B Platform & Tooling

Designed complex B2B platforms and internal tools, turning dense workflows and data into usable systems.

Yellow Cube
Design Systems at Scale
Design Systems at Scale

Built and evolved design systems used across teams and products, improving consistency and development speed.

Yellow Cube
0→1 & Iterative Product Design
0→1 & Iterative Product Design

Worked on both greenfield projects and mature products, from concept exploration to post-launch optimization.

Yellow Cube
Global & Cross-functional Collaboration
Global & Cross-functional Collaboration

Collaborated with PMs and engineers across Japan and the U.S., working fluently in three languages.

Yellow Cube
Illustration & Visual Systems
Illustration & Visual Systems

Created scalable illustration systems for onboarding, marketing, and in-product experiences.