I'm Rhea Liu. Designers are usually strongest at execution, while strategy roles rarely get close to the design itself. Over 16 years my work has moved between the two — from UI and UX design to product design, and later to product and market strategy as a Chief Experience Officer — so what to build and how it should feel can be considered together.
I started in Shanghai at PPStream and AutoNavi, two of China's best-known internet companies, designing video, social and connected-car products. I then moved to Singapore, where I've led design for fintech.
Early in my career, on a side project with a friend, I designed two products end to end, including a cruise educational-travel product; both were later acquired by JD.com.
In 2021 I was offered a UX Design Expert Manager role at Alipay (Alibaba). I chose to stay overseas, joined Aquariux Fintech and became its Chief Experience Officer, guiding product positioning, market development and the experience of its trading and payment products.
Today I run Foxure, a design-led team that takes digital products from idea to the Singapore market.
B.A. Industrial and Product Design, Hubei Normal University
Product strategy, experience design, technology and brand for the Singapore market.
Product positioning, market development and experience across trading and payment products.
Chose to continue building overseas.
Built a UX/UI department and its design process from scratch at a growing financial company.
Real-time road-condition interfaces for the connected-car business unit.
PC client, new app incubation, video and social products.
As Chief Experience Officer, I worked with product, business and engineering on positioning and market development. On a white-label trading platform for brokers, brand customisation was designed in from the start; for its 2023 launch at industry expos in Bangkok and Cyprus, I led the team on the demos and showcase materials, with a close eye on the details.
Trading and payment products for brokers and their traders: clear journeys for complex, high-stakes tasks, with branding that each client can make their own.
Starting from zero has been the norm in my career: taking new products from first concept to launch, from consumer apps to trading platforms — while my own role moved from design to product design to market strategy.
I have built UX/UI teams and design operations from scratch at three companies, most recently in fintech: standard operating procedures, design acceptance criteria and cross-department rituals that took design-to-build fidelity above 90%. There I also built out the company’s brand identity, from design standards across every product line to touchpoints such as the corporate website and business cards, sharpening the brand’s recognition in the market.
Leading multicultural teams in Singapore after starting out in Shanghai. Comfortable in English-speaking environments and in the space between design, product and business.
Explore a selection of recent projects focused on clean, user-friendly design. Each case study shares my process and the results.
Enhancing Efficiency, Strengthening Brand Identity, and Unlocking Growth Potential.
From branding to market rollout.
Consumer-facing gaming forum apps, B2B trading backend management systems, video news apps, asset management platforms, and commercial websites, etc.
A few questions people ask before we work together — about leading design, working with the business and getting things built as designed.
Hands-on UX/UI experience and market sensitivity, plus direct involvement in product solutions and go-to-market planning. I design from the business direction backwards, so what we ship is feasible, scalable and aligned with where the company is heading — and then work forwards again, coming up with new demo concepts and creative ideas that help BD and other client-facing teams take it to market.
I start with user needs, project goals and the product positioning or business strategy behind them. Then I sketch and build testable concepts. Experience is how the product is delivered — but getting the direction right at the start matters even more.
With clear standards rather than heroics: standard operating procedures, UI acceptance criteria and regular reviews and skill-sharing. I assign work to people’s strengths and pay attention to each designer’s career path.
By agreeing on acceptance criteria with engineering and operations up front, and reviewing against them before release. That process took design-to-build fidelity above 90% in teams I have led.
Yes. I have worked in both Shanghai and Singapore, leading multicultural teams in English and Chinese.
For product and brand engagements, I work through Foxure. For anything else — advisory, speaking or just a conversation — send me an email and I’ll get back to you.
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Whether you need a product taken from idea to market or a design function that delivers, I’d like to hear about it.
Have questions or want to brainstorm? Let's connect and chat.
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