Lesley Chung

Product Designer / UX Designer / Visual Designer

Product Designer with a strong visual background. Four years of shipped client work, now studying UX at SCAD.

Selected
works

Case studies
Car-plus website redesign cover Car-plus
Website redesign, booking flow01 ROBINA logo on a dark wall sign ROBINA
Brand identity, website restructure02 Big Belly logo beside a couple at a dining table under the pendant lamp Big Belly
Design research, home objects03

I've had the chance to work with these brands

Campaigns & Concepts

Visual and interactive work
Google Pixel campaign site pages on a brown backgroundGoogle Pixel
Lucky draw flow for a campaign site BNP Paribas Cardif LINE official account menu on a phoneBNP Paribas Cardif
LINE campaign visuals Four Gourmeet app screens on a coral backgroundGourmeet
Dating app concept DHL Christmas Town poster on a wallDHL: Beyond Logistics
Exhibition concept, 3D
← Campaigns & Concepts

Google Pixel

The lucky draw flow for a Google Pixel campaign site in Taiwan. Enter the serial number from your purchase, spin the wheel, and find out on the spot whether you are flying to San Francisco.

Role
Interaction flow and page design. Key visual provided by Google.
Client
Google Taiwan, designed at IUX Digital Marketing
Team
A PM, and engineers who built the pages from my designs
Campaign
January 15 to March 6, 2026
Google Pixel campaign site pages on a brown background
01
Context

Buy a Pixel, get a serial card, and draw for one of four prizes. The top prize: a trip to San Francisco with an NBA game and a visit to Google headquarters, for 20 winners.

The campaign page below the key visual: serial entry, prizes and rules
The page, below the key visual Google provided
Enter serialThe draw comes first, right below the key visual and before the prize list. The same box lets past winners look up what they won.
PrizesFour tiers, with the grand prize given the most room and each tier showing how many winners there are.
RulesFive sections, folded away until someone needs them.
02
Ideation

I designed the draw twice. One version opened one of six gift boxes. The other spun a wheel. The client chose the wheel.

Version 1: pick a box
Visually, I think this was the stronger of the two.
What stayed the sameBoth versions keep the three numbered steps and the single card that changes state, so swapping the draw did not change the flow around it.
What I would say about the choiceI preferred the boxes. The client felt the wheel was more exciting, and when I asked colleagues to compare the two, most of them picked the wheel as well. Looking back, that makes sense: I had been judging how each version looked, not how the moment of the draw feels to the person playing. It also taught me to get other opinions early instead of relying on my own taste.
03
Solution

Three steps in one card. The page never reloads and the person never loses their place.

1 / 3 EnterType the serial number from the card and the phone's IMEI, then confirm
2 / 3 SpinPress the button and the wheel lands on a prize
3 / 3 ClaimSee the prize, share it, and leave a name, phone and email to receive it
Watch it play, or click anywhere in it to try it yourself. Rebuilt from the original design files for this portfolio, with confetti and a few motion details added.
04
Details

A prize draw comes with a lot of legal text. It is all there, in five sections that open one at a time.

活動辦法

  1. 01活動期間
  2. 02活動對象
  3. 03參加辦法
  4. 04獎項派發說明
    1. 本活動序號卡若有遺失、損毀致無法辨識，恕不補發。
    2. 若消費者於鑑賞期內辦理手機退貨，將視同放棄中獎資格，主辦單位有權取消其獲獎權利。
    3. 依中華民國稅法規定，中獎價值超過新台幣 1,000 元者，需列入個人年度所得申報；超過新台幣 20,000 元者，中獎人需先行繳納 10% 機會中獎稅（非中華民國境內居住者為 20%）。若中獎者無法配合填寫領獎資料或繳納稅金，視為自動放棄領獎資格。
    4. 「舊金山之旅」獎項之詳細兌換期限、機票艙等及住宿安排，將於領獎說明書中詳細載明。
    5. 主辦單位保留隨時修改、變更、暫停或終止本活動內容之權利，並以活動網頁公告為準。

Rebuilt in HTML. It plays on its own; press − on 05 to close it and + to open it.

05
Outcome

A prize draw has to be designed around how the draw feels, not only how it looks. Next time I would start there, and put both options in front of people early.

← Campaigns & Concepts

Cardif

Seasonal campaigns and everyday messages for BNP Paribas Cardif's LINE official account in Taiwan.

Role
Campaign concept and themes, visual design, layout
Client
BNP Paribas Cardif Taiwan, designed at IUX
Year
2021 to 2024
Three LINE message designs for BNP Paribas Cardif on a green background
180%

increase in users of the LINE official account

150%

increase in policyholders who linked their accounts

95%

of new users matched the target audience

Lunar New Year
Pick a lucky charm, see your fortune
Year of the Dragon campaign opener with five lucky charms to choose fromPrize announcement screen with two dragons
Result card: gummy bearsResult card: plum blossomResult card: red envelope with coinsResult card: red topResult card: lucky pouch
Dragon Boat Festival
A quiz with a prize draw
Campaign opener: two people balancing a giant egg among rice dumplingsQuiz screen asking when an egg can stand uprightFollow-up screen inviting policyholders to link their account
Mother's Day
Pick a flower, get a card to send
Illustrated flower shop window, the campaign openerFour bouquets to choose from: carnation, rose, tulip, peonyFollow-up screen with a gift box, inviting policyholders to link their account
Mother's Day card with peoniesMother's Day card with rosesMother's Day card with carnationsMother's Day card with tulips
Everyday messages
One layout system, many occasions
Labor Day message with three professionalsTax season message about e-documentsMake-up workday message with a gift box on a phoneMessage about reading an investment policy statement
Health steps
Walk more, save on premiums
A woman walking a dog across a path of tilesA man striding along a path toward a gift box
Brand post
Isometric living room with a giant hand placing a cushion

Client work, shown with brand marks as published.

← Campaigns & Concepts

Gourmeet

A playful concept for a dating app that matches people by their favorite guilty-pleasure meal. Match by taste, not just looks.

Role
Concept ideation, visual identity, UX design, business model
Type
Senior thesis, concept project
Team
Solo
Year
2021
Gourmeet logo beside four app screens on a coral background
01
Context

Dating is shifting toward short-term, low-pressure connections, sometimes called “fast love.” Fast food, meanwhile, has become a cultural shortcut to bonding: everyone has a go-to craving.

Gourmeet combines the two trends into a food-based dating experience.

02
Problem

Serious dating apps put pressure on people who only want something casual.

78%

of US dating app users say they feel burned out by the apps
Source: Forbes Health / OnePoll

Tiffany L., 20, university studentA persona for the project. She wants fun, casual connections through food. She follows trends on Instagram and Dcard, loves spontaneous late-night food trips, and prefers low-pressure meetups.

“If we vibe over fries, we vibe for life.”

03
Ideation
1
Food as a shared experienceUse fast food as common ground to lower the barrier to a first conversation.
2
Taste as the matching mechanismTurn food preferences into a playful way to match.
3
A casual interfaceRethink dating app interactions around taste, with a lighter tone.
4
Coupons as a business modelWork with fast food chains on location-based coupons, which supports both engagement and partnerships.
04
Solution

From choosing a craving to scoring a coupon with your match.

DownloadLog in / sign upPersonalizeChoose foodCustomizepreferencesMatch stickerMatch success!e.g. KFC, Subway, McDonald's,Burger King, MOS Burger, In-N-OutChatChattingSend adate inviteClaim afood couponAccountProfile editSettingsHelpMain tabStepPayoff
User flow
Three sign-up screens: welcome, create your account, and finished with a profile photo
Log in or sign up: use an existing account, or create one with a short intro and avatar
Four screens: home feed, Subway menu, waiting for a match, and the match result
Select your guilty-pleasure meal and get matched
Four screens: a food coupon, two BUMP invitation screens and a chat with a date invite
Start chatting, send a date invite, and kick off the date with a food coupon
05
Visual identity

Love what you eat, meet who you love.

#D74A3BC12 / M84 / Y75 / K0
#FBC32BC5 / M30 / Y84 / K0
Three Gourmeet characters: a soda can, a burger and a box of fries, each with eyes
The cast: soda, burger and fries. They appear as match stickers and icons through the app.

The fries icon stands for casual cravings and fun connections. Its playful look and bold colors carry the app's lighthearted tone and make it easy to recognize.

Gourmeet brand card with the logo, a mystery soda can and the bilingual tagline The Gourmeet app icon, a box of fries, on a phone home screen The Gourmeet home screen on a phone, set among fries and chili peppers, with the tagline
06
Reflection

The concept rests on one assumption: that people would rather start with a shared craving than with a profile. If I built it for real, I would test that first, with a simple prototype and a few people who use dating apps, before designing anything else. Looking back, I spent most of my time on the brand and the mascots; today I would put that time into the matching flow.

Concept work. Restaurant names and logos belong to their owners and appear here for a design study.

← Campaigns & Concepts

DHL

Beyond Logistics: a concept for a festive, immersive DHL exhibition on Liberty Island. It turns the brand's identity and sustainability goals into installations, games and moments people can walk through.

Role
Brand analysis, event concept development, 3D modeling and visualization
Type
School project
Team
Team of 4. I led the brand concept, the visitor journey and the 3D modeling.
Year
2021
DHL Christmas Town poster for Liberty Island, pasted on a wall
01
Problem

People know DHL for speed and reliability. Far fewer know about its plan to reach net zero by 2050, and the work behind it is hard to picture.

ChallengeOpportunity
Low public visibility of DHL's sustainability goalsTranslate brand values into experiences visitors take part in
Electric fleets and sustainable aviation fuel feel abstract to people outside the industryBuild emotional connection through storytelling

Key figures, such as a 66% electric fleet by 2030 and 30% sustainable aviation fuel, are built into the exhibits to make the story transparent and credible.

Brand core values
SimplifyingWe strive to simplify our customers' lives
SustainableWe take action for the environment, our employees and our customers
Globally localWherever our customers need us, we are there
CommittedWe take care of your goods as if they were our own
02
Strategy

The visit is planned as a journey in four stages, from the first ad a person sees to the last thing they remember.

Awareness and entryAds across the transport system spark curiosity before arrival. “This looks interesting!”
Arrival: Christmas VillageWrite a letter to the future and send a gift. “Wait, this is more than just an exhibition.”
Main exhibit: SubmarineLearn about ESG efforts through interactive devices. “They're actually serious about going green.”
Finale: Rooftop surpriseA gift arrives by drone. “Their tech is way beyond what I imagined.”
Trigger curiosity earlyLet ambient branding raise interest before people arrive.
Foster meaningful participationEncourage visitors to explore and co-create.
Build emotional touchpointsLet people feel DHL's ESG values, and not only see them.
End with a lasting memoryUse surprise and delight to make the brand hard to forget.
03
Solution: Christmas Village
3D render of the Christmas Village: a gift conveyor circling a tree, gift-box rooms and a DHL van
Site map with the Christmas Village highlighted
Conveyor ExperienceA kinetic gift system that shows DHL's precision, transparency and delivery speed.
Future LetterVisitors write to their future selves, a moment of reflection and hope.
04
Solution: The Submarine

The main exhibit is a three-level submarine. Each floor tells a different part of the sustainability story.

3D render of the first floor: ESG wall, timeline panels and a consultation area
Site map with the Sub Deck highlighted, Submarine first floor
1F
ESG WallCommunicates DHL's commitment to global sustainability efforts.
1F
Inquiry ZoneShowcases tailored logistics to build brand credibility.
3D render of the basement floor: cargo bikes, red stepped seating and a vertical wind tunnel
Site map with the Sub Deck highlighted, basement floor
B1
Sea Mail StationReimagines borderless delivery as a playful underwater experience.
B1
VR BikeRaises awareness of sustainable logistics through an immersive ride.
B1
Vertical Wind TunnelIllustrates DHL's vision of delivery in space.
3D render of the rooftop: delivery drones around a viewing deck, with ad placements in a station and on a baggage belt
Site map with the Sub Deck highlighted, second floor
2F
Drone DropA high-tech surprise that stands for fast, innovative delivery.
2F
Journey BeginsDHL branding from the airport to the city, so the experience starts before the island.
05
Reflection

One idea changed how I saw this project: an exhibition is an experience too. Until then I thought of user experience as something that happens on a screen. Planning a visit from the first ad to the last memory showed me the same thinking applies far more widely, and I now treat digital flows the same way, as one journey with a beginning and an end.

Concept work. DHL and its logo are trademarks of their owner, shown here for a design study.

← All works
01 / Website redesign

Car-plus

Reworking the website of one of Taiwan's most recognized car rental brands so that people can find the right service, and start a booking, from the homepage.

Role
Information architecture, flow redesign, UI and visual design
Team
With engineers and the PM team
Timeline
6 months, 2021
Website
Visit website
Car-plus redesigned homepage shown on a desktop monitor
01
Context

Car-plus is one of Taiwan's most recognized car rental brands. They came to our team with an outdated website and a wide range of services that the site no longer organized well.

The brief asked for a clearer, more user-friendly content structure for those services, and a digital experience that matched their refreshed brand identity.

02
Research

I audited the existing site and broke down the path a visitor takes to reach a booking, to find where it failed.

Task flow on the old site
Homepage Services overview Search services Confusing categorizationPain point Booking
A
Unclear shortcut navigationUsers couldn't find booking options quickly.
B
Confusing homepage categoriesThe browsing experience gave no clear order to the services.
C
Heavy background imagesThey pulled attention from key content and slowed page loading.
D
Outdated visual styleThe site no longer matched the refreshed brand identity.
The original Car-plus website before the redesign
The original site
03
Problem

People came to rent a car, but had to understand how the company was organized before they could start.

How might we let someone start a booking from the homepage, without first decoding five business units?

04
Ideation

Before drawing any screens, I gave each service one job, then rebuilt the navigation around those jobs.

One goal per service
Short-term rentalComplete an online booking
Long-term rentalFill out an inquiry form, followed by staff consultation
Chauffeur serviceMake an online booking
Smart2goDownload the mobile app
Used carsBook a test drive appointment
Information architecture
InformationLatest news
Promotions & events
Brand introduction
Social media links
Short-term rentalBooking process
Vehicle pricing
Promotions
Service locations
Q&A
Long-term rentalIntroduction
Rent vs. buy
Vehicle models
Promotions
Online booking
Service locations
Q&A
Used carsCar-plus advantages
Vehicle info
Pricing
Promotions
Drive appointment
Service locations
Q&A
Chauffeur serviceService introduction
Car-plus advantages
Vehicle models
Pricing
Promotions
Online booking
Q&A
Smart2goService introduction
Registration process
Rental procedure
Station info
Vehicle models & rates
Promotions
App download
Q&A
Member zoneMember benefits
Join membership
05
Iteration

The short-term booking flow, from search to confirmation, with three points of friction removed.

BeforeAfter
Booking couldn't start from the homepageSearch bar added to the homepage
Add-on services interrupted the flowAdd-ons merged into car selection
One long, unsegmented form caused errorsForm divided into clear sections
Booking flow screens: homepage search, add-ons, car list, form and confirmation
Homepage search, car list with add-ons, form, confirmation
The full flow as a click-through prototype, from the introduction page to card payment. Watch it play, or click anywhere in it to try it yourself. Rebuilt from the original design files for this portfolio.
06
Solution

A homepage that opens with the thing most people came for: a rental search.

The redesigned Car-plus homepage, full length
The redesigned homepage
Rent a car, firstA search panel sits on the hero banner, so a booking can start without leaving the page.
Services as doorwaysEach service links to its own page, which keeps the homepage short and focused.
A home for the appA dedicated section promotes the app download and its features.
Processes as picturesMy call: turn each rental process into illustrations in the brand colors, so the steps read at a glance.
07
Outcome

After launch, the client told us that the customers they spoke with praised the new website for being clear and easy to follow.

The redesign shipped and is still live. Booking starts on the homepage, add-ons are part of choosing a car, and the form is split into clear sections.

08
Reflection

The feedback was good, but it reached me secondhand. Next time I would measure it.

Define success first

Agree with the client on what to measure before designing: bookings started from the homepage, and how many people finish the form.

Test before launch

Put the booking flow in front of a handful of real renters, instead of relying on the team's own judgment.

What I took away

The hardest part of a redesign is deciding what to remove. Most of the work was in the structure, before any screen was drawn.

← All works
02 / Brand identity and website

ROBINA

A brand refresh for a financial leasing company, taking it from a dated identity to one that feels modern, approachable and trustworthy, across the logo, the brand system and a new website.

Role
Identity system, brand elements, website structure and UI direction
Team
Sole designer, with account managers and engineers
Year
2025
Website
Visit website
ROBINA logo on a dark wall sign
01
Context

ROBINA is a financial leasing company that had outgrown how it looked. It wanted a global outlook that still felt local, and to be professional without feeling cold.

Close view of the ROBINA logo mark on a black sign
02
Problem

The identity felt dated, and the website made it worse: content was scattered, the look read as untrustworthy, and there was no clear way to get in touch.

A
Scattered contentSpread across multiple pages, which made the experience confusing and inconsistent.
B
An outdated lookUnprofessional enough to give the impression of a scam website.
C
No contact or conversion flowHard to drive traffic to, and hard to run ad campaigns against.
The previous ROBINA logo: a thin serif wordmark with a round emblem in place of the O
Before
The new ROBINA logo: a gold and orange R mark beside a geometric sans wordmark
After

How might we make a leasing company feel trustworthy at first glance, and reachable in one step?

03
Solution: Identity

The mark shows the flow of people, communities and capital: social connection turning into financial circulation.

ROBINA OrangePrimary. RGB 233, 72, 22
ROBINA GoldSecondary. RGB 180, 145, 97
ROBINA BlueSecondary. RGB 97, 144, 184
AaGothamBook and Bold, for headers and body text
Black and white aerial photo of field boundaries Black and white aerial photo of city blocks

Brand imagery. A finance company has to earn trust, so I chose skylines and city views to give the brand an established, international feel.

04
Solution: Website

One clean, scrollable page replaced the cluttered multi-page site, with a separate contact page built for ad campaigns.

ProblemWhat I did
Content scattered across multiple pagesRestructured into one clean, scrollable page
Outdated look that read as a scam siteBuilt trust with subtle animation and smoother transitions
No clear contact or conversion flowDesigned a standalone contact page to support ad campaigns
ROBINA website homepage on a laptop
Screen recording of the live site at robina.com.tw, with the scroll animations as built.
One page, grouped by what the visitor needs
HeroKey visual
Tagline
Our servicesFaster capital turnover
Asset revitalization
Strategic procurement
Equipment upgrade
About usWhy choose us
Key benefits
Join usJob openings
Apply, to external job page
Contact usLink to contact form
ROBINA website on a phone, dark setting ROBINA website on a phone held in a hand
05
Outcome
“The entire team loved the new website. Thank you for your excellent work!”

Feedback from the client to our account manager after launch

ROBINA outdoor billboard with the tagline and a city photo
06
Reflection

Doing the whole brand alone showed me how closely the identity has to follow the tone the client wants to set. That meant studying their industry and their competitors before drawing anything. The website taught me how much information architecture matters: the old site tried to say too much, and much of the rebrand was spent working through with the client what to keep.

← All works
03 / Design research and home objects

Big Belly

A home decor collection for middle-aged men whose children have left home. The objects give a quiet man a gentle way to voice what he does not say, and bring some warmth back into a couple's daily routine.

Role
Researcher, Product Designer
Team
Team of 3
Type
Undergraduate graduation project, National Taichung University of Science and Technology
Year
2019
Big Belly logo beside a couple at a dining table under the pendant lamp
01
Context

Four things arrive at about the same time: the children leave, retirement gets close, the body changes, and a couple suddenly has a lot more time together.

How middle-aged men react to an empty nest
ResistanceDenial and loneliness
Frequent calling
Urging the kids to visit
Oversharing
AcceptancePeaceful adaptation
Partner-focused
Structured routines
A calmer pace
UnawarenessUnconscious emotional shifts
More talkative
Seeking listeners
02
Research

These men do not readily describe how they feel. So instead of asking, we gave them a diary.

Cultural probesFive participants recorded their routines and emotional shifts in two-hour increments.
Affinity diagrammingWe clustered the diary notes with the KJ method to find recurring routines and patterns.
Partner interviewsTo check the first insights and collect finer detail, we then interviewed the participants' partners.
The printed diary booklet, with pages divided into two-hour slots
500+

raw notes

35

behavioral clusters

3

core insights

Diary pages cut up and sorted into clusters on a table
03
Insights

With the children gone, the partner becomes the anchor of daily life, and the dining table becomes where the couple actually spends their time.

Family-centric mindsetOutside of work, almost everything in their diaries was about family: chatting with their children, or having a meal with their spouse.
Partner as the new lifestyle anchorCouples now had much more time alone together, and they did almost everything side by side.
Deepened connection with grown childrenMost of their children had moved out by this age, and they kept in touch mainly through messages on their phones.

Every middle-aged participant we interviewed said the dining table had become the main place they spend their increased time together.

04
Problem

How might we give a quiet man a way to say something to his partner without having to say it?

05
Design principles
1
Anchor it at the dining tableShared mealtimes are the couple's main daily interaction, so the objects live there.
2
Form as metaphorThe changing silhouette of a middle-aged man becomes organic, volumetric, inclusive geometry.
3
Touch as the mediumAdjusting layers and light is a physical way to voice unspoken thoughts between partners.
4
A small ritual in the roomAn interactive centerpiece that shifts light and structure, and brings warmth into the routine.
06
Solution

From sketches to paper prototypes that tested the structure, then into aluminum for the final pieces.

Form sketches, and hands building layered paper and metal prototypes 3D model of the layered metal lamp and its reconfigurable plates
07
Outcome

The finished collection was produced and shown at Young Designers' Exhibition (YODEX), Taiwan's annual showcase of graduating design students.

The finished lamps and tableware at the exhibition booth

This was my first deep piece of user research. A diary study let us see our audience's daily routines in far more detail than an interview alone would have. It is the kind of research I want to bring to my UX work now.

About me

Lesley Chung sitting by a sunlit window

From making things people notice to making things people use.

Four years at an agency taught me how brands reach people.
Now I'm learning to start from the people.

The path so far
  1. 01
    2014 to 2019
    Five-year Junior College Program, Creative Product DesignNational Taichung University of Science and TechnologyProduct design, research

    Graduation project: Big Belly, shown at Young Designers' Exhibition.

  2. 02
    2018 to 2019
    Creative Intern8F Design Studio, TaichungVideo, storytelling, content

    Co-produced 15 short artist documentaries and wrote 15 artist features for the studio's website.

  3. 03
    2019 to 2021
    Bachelor of Creative Product DesignNational Taichung University of Science and TechnologyInteraction design, exhibitions, photography

    Found my interest in designing experiences. Led the student photography team and the department exhibition.

  4. 04
    2020
    Designer InternBremen Digital Creative, TaipeiSocial impact campaign, LINE

    Launched a LINE official account that reached 1,100 users in its first week.

  5. 05
    2021 to 2023
    DesignerIUX Digital Marketing, TaipeiWebsites, campaigns, LINE

    Redesigned the Car-plus website, ran BNP Paribas Cardif's LINE campaigns, and led concept and visuals for an HCG campaign shortlisted for the 4A Advertising Awards.

  6. 06
    2023 to 2026
    Senior DesignerIUX Digital Marketing, TaipeiBrand identity, websites, campaigns

    Promoted in 2023. Built the ROBINA brand and website on my own, and designed campaign pages for Nissan and Google Pixel.

  7. 07
    2026 to now
    MFA, UX DesignSCAD, SavannahUser research, interaction design

    Building the research foundation behind my design work. Open to summer 2027 internships.

Outside of work
Lesley running a 10K raceRunningPushing a little further each time.
Dumbbells on a gym floorStrength trainingWhere I test my limits.
A compact camera on a wooden table by the waterPhotographyBehind the camera since leading my college photography team.
Lesley biting into a pastryBreadAlways happy to find a good bakery.