Edmund Yu
A driven, passionate, and collaborative hands-on design leader with a history of delivering successful business outcomes by fostering innovation and advocating for users through human-centered design methodologies.
Contact Info
Principal UX Designer
Bittrex is a crypto exchange. I led the efforts to attract a new segment of users which now contributes to 25% of all trading revenue. Improved the onboarding funnel and reduced the turnaround time it takes to reset 2FA from weeks to just hours. Delivered a platform that enabled projects like VeriBlock to raise $7M in just 10 seconds. Expanded our fiat onramp offering to accept credit/debit cards, ACH, SEPA, and wire transfers. Implemented 3 separate design systems to streamline and accelerate the delivery process. Built a high-caliber design team, an effective design process, and compelling career paths for our designers. Other major projects include:
- Trading terminal – Spot trading with multiple layouts and advanced order types.
- Margin trading – Leveraged trading, collateral management, and liquidations.
- Easy buying experience – Simple mode, instant buy/sell, and crypto conversion.
- Fiat onramps – ACH, credit/debit cards, SEPA, and wire transfers.
- Reward programs – Staking and incentive credit programs.
- Promotions – Initial Exchange Offerings, trading contests, and trading fee tiers.
- Tax reports – Order history exports, and year-end 1099 forms.
- User onboarding – Conversion funnel improvement and KYC verification process.
- Internal tooling – Token and market management, RBAC security roles, financial reconciliation tools, airdrop distribution tools, compliance and auditing reports, customer profiles, policy manager, 2FA reset automation, IEO sale configurator.
- Design systems – Component libraries (for desktop and mobile devices), typography, color pallets, light/dark themes, lexicons, design principles, and design specification checkoff list.
Head of Product Design
Bloomz is a teacher-parent communication app. I was responsible for all of the designs and frontend development for the web and the initial hybrid apps. Led initiatives to grow our userbase from 0 to 3.2M users in less than 3 years. Increased teacher conversion rate by 18.2% and reduced the time to invite parents by 34%. Reduced our most expensive customer acquisition channel from $42.92 CPA to $0.45 CPA. Created a product that users love with an NPS of 62 and DAU/MAU of 32%. Implemented monetization strategies for teachers, districts, activity centers, and parents. Other major projects include:
- Classroom tools – Behavior tracker, attendance tracker, student portfolios.
- Communication – Instant messaging, new feeds, notification center.
- Collaboration – Calendars, volunteer requests, conference scheduler.
- Reporting – User engagement dashboards, communication history report.
- Year-end features – Classroom archival, auto-generated yearbook videos.
- Onboarding experience – Demo class, interactive tutorials, roster imports.
- Mobile experience – iPhone, iPad, Android, responsive browser layout.
UX Design Lead
GlobalScholar provides a suite of web-based products for school districts and teachers. I led designs for a north star product for teachers to easily assess students' proficiency and create personalized learning paths for each student. Managed 7 UX designers and 3 frontend developers across 6 product lines. Other major projects include:
- Collaboration tools – Instant messaging, announcements, surveys, discussion forums, wiki pages, interactive whiteboards.
- Content Management System – Workflow engine, version control, content sharing, access and privileges, creation templates, resource library, content ingestion tools.
- Learning Management System – Ability to manage curriculum, standards, lesson plans, learning activities, IMS/SCORM packages, rubrics, individualized learning plans.
- Assessments solution – Assessment designer, item bank manager, item designer, online assessments, paper assessments, assessment scanner tools, student response systems, games, audio and video capturing tools.
- User portals – Customizable pages, navigation menu management, single sign-on, Sharepoint integration, impersonation, parent portals, guest experience, district/school public pages, application management.
- Reporting – Report library, report designer, customizable dashboards, ETL, schedulable data extraction tool.
- Planners – Calendars, classroom planbooks, task lists.
- Accessibility – 508 and WAI compliancy.
UX Designer
Microsoft PubCenter help companies earn ad revenue by hosting advertisements on their website. Designed the publisher dashboard, ad creation wizard, search ads, and payout experience. Major projects include:
- Reporting dashboards
- Revenue payouts
- Ad banner designer
- Design systems
Contact Info
Skill Summary
Product Design- Interaction Design
- Rapid Prototyping
- Co-creation
- Visual Design
- User Research
- Usability Testing
- Design Systems
- Figma
- Balsamiq
- Proto.io
- Photoshop
- Illustrator
- HTML/CSS/jQuery
- Coaching and mentoring
- Career path development
- Improving efficiency, impact
and influence
Education & Training
Luma Institute- Practitioner of HCD
- AA, Interactive Media Design
- BA, International Economics