Amanda Wu · Product Design Leader
Product Design Leader that helps ambitious team strategize, craft and build.
I'm a product design leader who helps companies win through experience strategy and craft: from defining what to build, to shipping it, to building the team that keeps it going.
I work with companies at inflection points: launching a new product, entering a new market, or scaling a design practice that can keep up with the business. I bring both the strategic thinking to set direction and the hands-on craft to show what good looks like. I build the frameworks, workflows, and team culture that make quality repeatable without me in the room.
AI-powered experience
Conversational Design
Design System
Product Strategy
I crafted a proof-of-concept for an AI-powered onboarding experience that reimagined what investing for the next generation could feel like.
I was both the manager and principal designer on the team, working directly with product and C-suite executives to secure funding and strategic alignment for a ground-up reimagining of the self-directed investment onboarding experience for the Gen Z market.
The concept centered on Tracy, a conversational AI persona designed to feel like a knowledgeable peer, not a corporate chatbot. Tracy recommends the right account based on a user's goals and financial context via open banking, supports voice input and multilingual conversations including Indigenous languages, and gamifies the welcome offer experience so opening an account feels like unlocking a gift rather than filing a form.
0 to 1 Product Design
Zero to One
Data visualisation
Design System
Product Strategy
I designed an end-to-end digital mortgage experience framed around the journey of becoming a first-time homeowner.
I was the principal designer on the project, working directly with product leadership to make foundational experience decisions that shaped everything downstream: from product architecture to the emotional sequencing of a journey that spans months, not minutes.
The core challenge wasn't designing a mortgage flow. It was designing a financial identity transition, helping first-time buyers move from investor to homeowner with confidence and clarity. I reframed the mortgage not as debt to manage, but as the largest investment most Canadians will ever make, and structured the experience into three guided phases: understanding affordability, navigating the application, and preparing to move in.
Winning experience strategy
Brand & Content Strategy
World-class experience
Research-backed Design
Product Innovation
I designed a concept that transformed a year of trading data into a shareable, social-media-ready experience — the way Spotify Wrapped did for music.
I was the sole designer and strategist behind the concept, building it independently before bringing it to leadership to secure funding and organizational buy-in.
The core challenge wasn't designing a data visualization. It was designing a cultural moment: helping retail investors see their trading journey as something worth celebrating and sharing, not just a statement to file away. I reframed the year-end investment summary not as a compliance document, but as a personal story worth telling, and structured the experience around three ingredients that made it shareable: personality-driven insights, visually engaging formats optimized for social media, and a sense of achievement that turned passive investors into active brand advocates.
What I offer
If you don’t see anything that suits your need here, you can still reach out and I can see if my network can offer something different. And I’m always open for a conversation to just chat about product design!
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For teams building with AI who want a human checking the output.
AI can generate interfaces faster than ever. It can't tell you whether they're good. I audit AI-generated designs against real user behavior and business outcomes, so what ships actually works, and reflects the quality bar your product deserves.
What you get:
Design quality review of AI-generated or AI-assisted work
Gap analysis between generated output and user needs
Actionable recommendations your team can implement immediately
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For growing teams that need design leadership without a full-time hire.
I help you build a design culture worth keeping. I'll work with your existing team to raise the craft bar, establish ways of working. When you're ready, I help you identify and hire the right people to carry it forward.
What you get:
Ongoing design feedback and direction for your team
AI workflow integration to boost efficiency without sacrificing quality
Hiring support: role scoping, candidate review, and network introductions
A clear picture of what kind of design org you need next
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For teams ready to turn their vision into something real.
I join as your hands-on design partner: doing the strategy, designing the product, and building the foundations that make quality repeatable when I'm not in the room. I move fast, share work early, and operate like a founder, not a vendor.
What you get:
End-to-end product design from concept to shipped
Design system and documentation your team can build on
Cross-functional alignment across product, engineering, and business
Strategic roadmapping so everyone knows what to build and why
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For product teams who know something isn't working but can't agree on what to build next.
I help you stop designing in circles. Through research, stakeholder workshops, and north star visioning, I turn ambiguity into a shared direction that product, engineering, and leadership can all get behind and that users actually recognize as progress.
What you get:
Discovery research that surfaces what users actually need, not what they say they want
Strategic workshops that align stakeholders and dissolve competing priorities
A north star experience vision that connects user needs to business outcomes
An experience roadmap from where you are to where you need to be