Product Design Leader · 15+ years

The tools have changed. The thinking still has to come first.

The last year clarified something: new capabilities are unlocking faster than most teams can keep up with, and the designers who thrive are the ones with enough accumulated judgment to know when the output is right versus when it just looks right. That distinction matters more now, not less.

Most recently at ASAPP, embedded with ML researchers, working directly in the codebase alongside engineering. Fifteen years across 0→1, enterprise scale, AI-native products, and Fortune 100 consulting.

Generative Agent workflow builder canvas showing Talk, Do, and End node types

Generative Agent Workflow Builder — ASAPP, 2026

Selected Work

Generative Agent Workflow Builder ASAPP

Embedded with ML research to design and ship a new configuration paradigm for enterprise AI agents. From researcher-built prototype to production tool used by American Airlines and others.

AI Tooling 0→1 Codebase Contribution Org Design

AI Coaching for Agents ASAPP

Real-time AI-powered coaching for contact center agents: nudges, checklists, and guided workflows surfaced in the flow of live conversations. Designed from 0→1, launched with a Fortune 500 insurer.

AI Product Enterprise 0→1

Business Tracker Compass

Centralized workflow product for real estate agents. Scrappy 0→1 work requiring alignment across every team to ship something transformative for how agents run their business. 32% adoption in week one.

Enterprise SaaS 0→1 Cross-functional

Energy Efficiency Program Platform McKinsey Design

End-to-end platform connecting contractors, customers, and utility staff across a complex energy efficiency program. Multi-stakeholder service design with distinct needs on every side.

Enterprise Service Design Complex Systems

How I Work

The thinking has to come before the tools.

New tools create the illusion of speed. Experience is what tells you when to open a new tool and when to go back to paper. Both matter. The order matters more.

Good design decisions come from being close to the material.

Not as a visitor but as someone with opinions. The best work happens when design is in the room where the system decisions get made. Downstream is too late.

The deliverable is never just the screens.

Every project leaves behind more than finished designs: a framework, a process, a way of working the next team can use. The work that compounds is the work that changes how a team operates.

The hard middle is where the interesting work lives.

When the problem space is still being defined and the requirements keep shifting, that's when fifteen years of judgment across industries and company stages earns its keep.

Consulting

I also work with founders and small businesses on a case-by-case basis. Not design in the formal sense. More like a thinking partner who helps you figure out why customers aren't converting, where your process is creating friction, or what's missing between your idea and something people actually use. If any of that sounds familiar, get in touch.

hannahyu112@gmail.com linkedin.com/in/hannahyu12 Download CV