CELIA TSAO

Data-informed UX researcher turning complex information into confident choices.

Data-informed UX researcher turning complex information into confident choices.

TL;DR: What do I bring to the table as a UXR?

TL;DR: What do I bring to the table as a UXR?

TL;DR: What do I bring to the table as a UXR?

  1. Carrying a business background and mindset..

  1. Carrying a business background and mindset..

I translate messy human behavior into business decisions, not just design suggestions

I translate messy human behavior into business decisions, not just design suggestions

  1. Carrying broad curiosity with experiences across B2B and B2C industries..

  1. Carrying broad curiosity with experiences across B2B and B2C industries..

I thrive in navigating all kinds of problems and ambiguity in front of me

I thrive in navigating all kinds of problems and ambiguity in front of me

  1. Carrying a mind that thinks in systems and services, not just screens..

  1. Carrying a mind that thinks in systems and services, not just screens..

I see the human, the business, and the gap between them all at once

I see the human, the business, and the gap between them all at once

SELECTED PROJECTS

OPTIMIZELY | EVALUATIVE USABILITY RESEARCH, 2025

A/B Testing Platform Usability Study

Uncovering user pain points in onboarding experience impacting 10000+ future experiments.

SERVICE DESIGN | GENERATIVE RESEARCH, 2026

Designing an Empathetic Path to Social Connection for Introverts

Reimagining social infrastructure with low-friction entry that enables connection for introverts.

IPSOS | LARGE-SCALED QUANTITATIVE RESEARCH, 2023

High-Speed Rail Service Passenger Experience Research

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

SEATTLE ART MUSEUM | END-TO-END UX PROJECT, 2026 (ONGOING)

Designing for Museum Engagement with AI

Collaborating with Seattle Art Museum to enhance engagement for GenZ visitors to drive more visits.

back to top

More dots? Let's connect!

© 2026 CRAFTED BY CELIA