A LITTLE BIT
ABOUT
Myself
Hello, I'm Nena Choi - an independent UX Designer, Product Design Lead, and Art Director.
I help international robotics, AI, Software defined vehicles, Drones, and hardware teams uncover real user needs, translate complex technologies into clear product and HMI concepts, and align business, design, and engineering around what to build next.
SELECTED EXPERIENCE
GoodBytz Senior UX Designer · Robotics Engineering
Amazon Art Director · Brand Innovation Lab
Volkswagen Freelance Lead UX Designer · SDV Navigation
Additional experience across technology, mobility, robotics, Software defined vehicles, gaming, retail, and consumer products.
Clients
Selected Cases
Services & Craft
Product Strategy, UX Research
& Testing
I uncover real user needs through field research, interviews, usability testing, workflow analysis, and competitive research. This includes interviews and observations with 118 personnel in a high-pressure operational environment. I translate these insights into clear product priorities that connect customer needs, technical feasibility, and business value.
UX & Product Conception
I bring structure to complex products where software, hardware, and real-world operations meet. I define customer journeys, information architecture, user flows, interaction models, and scalable UX frameworks—turning technical capabilities into intuitive product and HMI concepts that teams can confidently build.
Prototyping, HMI & Design Systems
I create interactive prototypes, from early concepts to high-fidelity product experiences. My work spans robotics interfaces, operational dashboards, kiosks, control systems, and connected touchpoints. I also develop scalable design systems and implementation-ready recommendations that support consistency and accelerate engineering collaboration.
Customer & Brand Experience
I connect customer needs, brand strategy, and business objectives across multiple touchpoints. At Amazon Brand Innovation Lab, I developed user-centred campaigns and interactive experiences for global brands across Amazon Prime, Alexa, Twitch, Amazon Music, and other digital channels—balancing usability, engagement, and commercial impact.
Strategic Storytelling & Stakeholder Alignment
I turn research, customer needs, competitive insights, and product opportunities into clear strategic narratives. Through executive presentations, product pitch decks, and collaborative workshops, I align business, product, design, and engineering around what should be built next.
Fractional Leadership, Creative Direction & Mentorship
I support multidisciplinary teams as an embedded partner, strategic advisor, or fractional design lead. I guide design execution, lead critiques, mentor designers, and help teams establish effective processes and standards for delivering consistent, high-quality work.
