Hey, I’m Phoebe 👋🏻
I’m passionate about uncovering the root causes behind complex product challenges and solving them through systems thinking and user-centered strategy.
I’m a Vancouver based product designer with 4 years of experience across SaaS and CPaaS, focused on building intuitive B2B enterprise products that customers find intuitive and that help businesses grow.
When I’m not at work, I’m probably doing pottery in my home studio, exploring new places with my dog, or rewatching The Office for the hundredth time.
Experience
@ Twilio | Traffic Intelligence Team
Product Designer II
2025 Jan - Current
Led the E2E redesign of the Messaging Insights experience, integrating 4 products into a unified narrative and resolving key usability gaps; delivered 2.5× higher Health Score engagement and a 15% DBNE lift among engaged accounts.
Established Health Scoring patterns across Messaging, Email, and Voice for both Homepage and channel Insights, reducing design inconsistency by 40% and driving a company-wide shift toward cross-channel adoption
Improved Personalized Recommendations with issue-contextual logic and redesigned the feedback-collection mechanism for higher accuracy, raising engagement from 17% to 42% and putting the product on track for $1.1M in projected ARR.
Redesigned core workflows for TOE product which processed 50% of Twilio’s Cyber Week (BFCM) messaging traffic and serve customers representing $321M in ARR; and driving a projected 9.8× increase in TOE Pro revenue (from $103.7K to $1.11M) and a 5× expansion in parent-account adoption.
@ Microsoft | Teams Calling & Queues App
Product Designer
2024 May - 2024 Oct
Drove the settings UI revamp project, evaluated the implications on call settings, led 8 areas of required changes to ensure the success of the new initiative, reduced revision time by 30%.
Completed thorough screen reader analysis on Microsoft Teams Calls app and Queues app, captured and resolved 32 found issues, created extensive documentations of findings and recommendations for screen reader behaviours.
Redesigned 20+ key screens for the Teams Calling and Queues app to comply with the Reflow standards, ensuring proper sizing and full keyboard navigation at smaller screen sizes.
@ Global Relay | Unified Communication App
UX Designer
2022 Aug - 2024 Apr
Transformed desktop Call History experience within an agile framework, driving a 20% increase in daily active users.
Established UX guidelines for 5+ new components, including usage, best practices, interaction patterns, and accessibility standards, ensuring keyboard compatibility and high color contrast.
Enhanced 50% team efficiency by streamlining component request process and creating a UI handoff template across the global UX team.
Created an app-wide notification framework strategy with 4 in-app notification types to enhance user engagement and meet diverse product needs, resulting in a 20% reduction in development cycles.
@ Minivillage
UX/UI Designer / Mentor
2022 Mar - 2024 Jan
Designed 10+ core experiences for the web platform experience including the social explore feed, event browsing, creation, user networking, and payment solutions.
Increased the conversion rate from 10% to 35% by leading the strategy shift on trial experience and implemented a personalized dashboard.
Mentored 3 designer interns in mastering the design process, and facilitated educational workshops with stakeholders to advocate for the value of HCD.
Education
👩🏻💻 I’ve been lucky to have a multidisciplinary education and explored many fields of study; having these experiences has enriched my practice as a UX designer.
Master in Digital Experience Innovation from University of Waterloo 2022
Certificate in User Experience Design from George Brown College 2021
Bachelor in Cognitive Science and Sociology from University of Toronto 2018