About Me
I turn chaos to clarity, fast.
Over the past 7 years, I’ve designed products across ad tech, e-commerce, and IoT SaaS. I’ve often found myself working on complex, messy problems: products with competing priorities, ambiguous requirements, and a lot of information to make sense of. What I enjoy most is turning that complexity into something clearer, helping teams make better product decisions, not just better interfaces.
When I'm designing…
01
From capable to counted-on.
Holding a bar higher than what's asked, stepping in when something needs to actually land, staying accountable to the result, that's how being capable turned into being counted on.
02
Dig deeper. Defend harder.
I don't consider a direction ready to pitch until I can point to the evidence behind it, not just the instinct.
03
Weigh quickly. Commit faster.
In a room full of scattered inputs, I'm the one already narrowing it down to the direction that actually holds up.
When I'm not designing…
I‘m draw to puzzles, the kind where you start with a table full of scattered pieces and no clear picture. There's a certain satisfaction in sorting through the noise, testing what fits, and slowly watching the edges take shape. By the end, what looked like a mess turns into something whole. It's a small ritual, but it says a lot about how I like to work.
I enjoy hitting the road with my golden retriever, a few days, a loose plan, and wherever the route takes us. He explores nose-first, every trail, lake, and roadside stop worth a sniff. Somewhere along the way, on those long stretches of highway, I usually end up doing my best thinking. It's less about where we're headed, more about the company and whatever view comes next.
What others say
"Rui is someone I can hand ambiguous, undefined problems to and trust that she'll figure it out. She takes initiative, iterates, and consistently delivers results."
-Jonathan O.
-Design manager
"Working with Rui was a real asset to our team. She's thoughtful about the problems she's solving and easy to work with day to day. Clear communication, steady delivery, and things just tend to go smoothly when she's involved."
-Sara H.
-Product manager
"Her design ideas always showed strong judgment and sharp instincts. She had a good sense for what was worth pushing and what wasn't, and real potential to grow even further."
-Mike W.
-Design manager
"Rui lays out her design rationale in a way that's easy to follow, and her feedback on other people's work is always specific and useful."
-Qian Z.
-UX Designer