Selected Projects

Autocapture

Meta, 2025

Roles:
Product strategy
Mobile UX
Conversation design

I led the launch of the AI feature with the highest retention rate across Meta’s wearable devices. Directed a team to define the end-to-end user experience across mobile UX, visual design, AI curation, and conversation design to achieve 33% adoption within five months of launch. This was the hero feature for Meta Oakley Glasses, and was showcased onstage at Meta Connect '25.

Recognized in Wired Magazine, designboom, and The Guardian.

Restyle (AI Image Generation)

Meta, 2025

Roles:
UX/UI
Business strategy
Go-to-market

I owned the end-to-end design for the global launch of AI image generation on Meta display glasses. Additionally, I led the development of the long-term roadmap across all devices, and drove a 17% model quality improvement through UX improvements and prompt quality tuning, resulting in 10% retention 90 days after launch (10x our initial goal).

Facebook Nudges

Meta, 2023

Roles:
Design systems
Business strategy
UX/UI design

I led the creation of Nudges, a unified conversion framework that replaced 63 fragmented upsell implementations across 12 distinct surfaces for 3+ billion users. Adopted by 7+ teams across Facebook, with every rollout driving positive results, including a 27% increase in notification permission grants and an additional 760 paid subscribers per day.

Logitech G FITS

Logitech/Ultimate Ears, 2021

Roles:
UX/UI
Motion
Branding

G FITS is the world’s first wireless gaming earbud, using light-activated technology to custom mold to your ear in 60 seconds for the perfect fit.

I designed end-to-end UX for onboarding and hardware interaction, achieving 90% first-time success rate in consumer testing and contributing to a successful global launch and new premium sub-category in the Logitech G portfolio.

SIAN SHEU