Belinda Lu
Senior Product & Experience Designer
Salary / Daily rate
Valencia, Spain
Mobility: Barcelona, Madrid, ...
Freelance, open to permanent contract
Remote only
Skills
Languages
About me
Intro
I design to bring clarity to complexity, shaping systems that feel simple, human, and purposeful. With experience across fintech, wealth management, and digital platforms, I bridge research, strategy, and design to create intuitive, scalable products. I help teams make sense of complexity through clear structures, seamless interactions, and strong narrative thinking. Design is a system: I connect people, data, interfaces, and stories into cohesive experiences that work naturally across products and ecosystems. In 2024, I completed a Master’s in BioDigital Architecture at UIC Barcelona, exploring how computational design, generative AI, and nature-inspired systems can inform sustainable, adaptive environments—expanding my practice into BioDigital and nature-inspired design. I’m currently open to consulting, project-based, and computational design research opportunities focused on complex platforms, emerging technologies, and design-driven innovation.
Work experience
UX & Product Consultant
Jan 2024 - Present
2 years 10 months
Singapore / Barcelona
Delivering strategic UX design and research for digital products and platforms, with a focus on complex systems and emerging technologies. Bridging design strategy, AI-driven workflows, and user-centered research to help teams validate, scale, and optimize their digital experiences. Recent engagements: Building AI Search Visibility Tools | Dec 2025 – Present * Prototyping AI agent-based workflows for automated search optimization audits (AEO/GEO) * Designing LLM-powered systems that analyze technical data and synthesize actionable insights * Exploring product applications at the intersection of search intelligence and decision tools Innovation Lead (Contract) — DBS Bank | Jun–Oct 2025 * Led UX research, wireframes, and end-to-end journeys to validate new digital product concepts * Applied generative AI and agentic workflows to optimize solution design and operational processes * Facilitated design thinking workshops and ideation sessions, securing budget approval for future initiatives * Managed multiple accelerator projects, delivering measurable outcomes within tight timelines Freelance & Advisory Work | Jan 2024 – Present * B2B Seafood Marketplace: Designed UX flows, information architecture, and full-screen UI proposals * White-Label Digital Wallet Platform: Delivered end-to-end UX/UI for a scalable mobile wallet platform * Explored computational design and generative AI tools during Master's program at UIC Barcelona
Digital Experience Director (VP)
BNP Paribas Wealth Management
Feb 2018 - Dec 2023
5 years 11 months
Singapore
Led the UX and digital experience design for BNP Paribas Wealth Management’s multi-market wealth platforms across APAC and Europe. Collaborated with global product and technology teams to align design strategy, improve usability, and enhance digital adoption among private banking clients. Key contributions: * Directed UX research and design for the myWealth platform, driving adoption growth from 57% → 82% across key markets * Delivered end-to-end design for digital investment journeys, contributing to 500% growth in online trading activity * Built and maintained a cross-market design system, enabling faster, consistent rollout of new features * Advocated for user-centered design practices within product and tech teams * Co-led the Design for Community Action initiative with NVPC, mentoring 40+ nonprofits on UX and digital engagement
UX/UI Design
Citi
May 2016 - Jul 2017
1 year 3 months
Singapore
Citi Fintech, Experience Design
Senior Art Director
McCann Worldgroup
Oct 2014 - Mar 2016
1 year 6 months
Singapore
Digital Art Director
Band Pte Ltd
Mar 2012 - Oct 2014
2 years 8 months
Art Director
Trigger LLC
Jul 2010 - May 2011
11 months
Interactive Art Director
Interuptive
Sep 2009 - Jul 2010
11 months
Senior Designer
Arc Worldwide
Jun 2008 - Oct 2009
1 year 5 months
The Upper Storey
Jan 2006 - Jul 2008
2 years 7 months
Senior Designer
Jan 2008 - Jul 2008
7 months
Designer
Jan 2006 - Dec 2007
2 years
Junior Designer
XM Asia Pacific
Apr 2005 - Dec 2005
9 months
Education
Universitat Internacional de Catalunya
Master's degree, BioDigital Architecture
2024 - 2024
10 months
Temasek Polytechnic
Diploma with Merit, Interactive Media Design
Licenses & certifications
Principles of Sustainable Finance
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