Jenna Xu

Freelance/founding creative generalist with 15 years of experience building products and brands from the ground up. Specializes in early-stage product design while covering other creative needs such as: -brand design -web design -frontend development -marketing assets -user research -user testing -copy writing

Projects

Mindstrong Brand Refresh and App Redesign

-Teamed with the V.P. of Marketing to define and develop brand persona and voice -Redrew logo and reset logotype with new fonts and colors -Redesigned the website and collateral -Integrated new brand guidelines and helped create a component library and design system -Simplified user flows and UI to better suit our SMI population -Refocused and simplified the IA to improve engagement with our services -Created a modular platform for rapid content piloting and iterationSee More

Brand Refresh and App Redesign

Modernized branding, improved accessibility, and redesigned mobile, web, and tablet experiences in 1 month as their sole designer working part-time.See More

Design System (Figma)

Codified brand refresh into a comprehensive Design System, including brand guidelines, component library, and type styles.

Work History

Freelance product designer

Various startupsFreelancerCommonly the first product design hire for early-stage startups, I specialize in the 0-to-1 phase, transforming lofty founder visions into MVPs, brand experiences, and development processes while balancing user needs with business goals. -Led the design process from concept to MVP and beyond, developing user journeys, designing user interviews, creating prototypes for testing, and iterating -Created mockups that closed multiple B2B contracts worth millions of dollars, coming with hundreds of thousands of users -Leveraged user interview data and usage analytics to iterate on features, improving engagement and satisfaction -Created comprehensive design systems from scratch, including Figma components, type styles, color palettes, and brand guidelines -Spearheaded brand refreshes and app redesigns to improve useability, accessibility, aesthetics, and brand cohesion -Worked closely with founders/CEOs, product managers, engineers, and clinical stakeholders to develop new features, responsive designs and detailed specs

Senior Product Designer

MindstrongFull-time EmployeeSep 2019 - Jun 2021 • 1 yr 10 mosRefreshed Mindstrong’s brand identity: -Teamed with the V.P. of Marketing to define and develop brand persona and voice ʝ Redrew the logo and reset the logotype with new fonts and colors -Redesigned the website and collateral Led a redesign of Mindstrong’s research-oriented mobile app: -Integrated new brand guidelines and helped create a component library and design system -Simplified user flows and UI to better suit our SMI population -Refocused and simplified the IA to improve engagement with our services -Created a modular platform for rapid content piloting and iteration Helped to redesign and develop new features for the clinical web platform: -Conducted ethnographic research with our in-house clinicians to identify pain points and opportunities -Streamlined the UI and UX to scale for larger caseloads and complex cases -Developed new features to facilitate clinical protocols and reduce burnout Collaborated with other departments for exploratory projects: -Worked with data science on experimental nlp explorations with therapy transcripts -Worked with data science and product to identify potential areas for machine learning application -Worked with clinicians and researchers to create interactive web-based content for psychoeducation

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