CELIA TSAO
Data-informed UX researcher
chasing sparks where curiosity meets the unexpected,
shaping experiences that help people navigate a complex world.
Looking for more…
SELECTED PROJECTS
OPTIMIZELY | EVALUATIVE USABILITY RESEARCH, 2025
Uncovering user pain points in onboarding experience impacting 10000+ future experiments.
IPSOS | LARGE-SCALED QUANTITATIVE RESEARCH, 2023
Mapping how micro-frustrations across booking, stations, and onboard touch points compound over thousands user journeys in a nation's largest high-speed rail service design.
COMING SOON
SERVICE DESIGN, 2026 (ONGOING)
Designing for Social Loneliness in Introvert Communities
Reimagining social infrastructure with low-friction entry that enables connection for introverts.
COMING SOON
SEATTLE ART MUSEUM | END-TO-END UX PROJECT, 2026 (ONGOING)
Collaborating with Seattle Art Museum to enhance engagement for GenZ visitors to drive more visits.