Hello. I'm Yvonne So, a designer, team leader, and force multiplier.
I help solve complex problems and craft meaningful experiences to improve lives while driving clarity, outcomes, and business results.
I help solve complex problems and craft meaningful experiences to improve lives while driving clarity, outcomes, and business results.
I'm known for amplifying people and partners, growing and scaling teams with intention, and delivering work that improves lives while driving durable business and economic outcomes.
Leading an incredible team at Target supporting upper funnel guest experiences that drive discovery, engagement, and conversion. Driving strategy for page components, signals, social commerce, AI integration, and AR/VR capabilities such as virtual try-on.
Led design on the Walmart+ team to bring member benefits to life, including video streaming, fuel, dining, and AI-driven services. Launched 10+ new benefit programs leading to growth and conversion of xxM net new members, 2x average member savings, 60% increase in engagement, 158%+ event participation, and nationwide expansion of InHome Delivery to 62M households.
Led a growth & monetization team at Meta building 0 to 1 products, experimentation, and big bets across a family of apps to help people around the world get more value from personalized ads. Increased team velocity by 134%, doubled experiments in additional markets, and drove 10x conversion lift for FB, 3x lift for IG.
Most recently led QB Payroll at Intuit, enriching customer experiences and simplifying the complexities of paying people and taxes. Introduced Premium and Elite products, bringing in $30M ARR, decreased 70K care calls (over ~$1M in savings), 3x growth in mobile users and increased to 4+ star App Store ratings.
A snapshot of work from earlier years that shaped my foundation as a designer, thought partner, and leader, spanning in-house teams as well as agency and consultancy environments. Notable clients include Citibank, Intuit, PayPal, Thomson Reuters, T-Mobile, Heineken, and LG Electronics.
I'm Yvonne So, a design leader with 18+ years of experience across UX, digital platforms, product, and service design. I specialize in tackling complex problems with deep customer empathy, translating ambiguity into clarity, and driving user value and business impact. I guide teams, lead large-scale programs, shape strategy, and stay hands-on as needed, working from vision to execution and down to the pixels.
I'm a people-first, purpose-driven leader who believes great work happens when people feel empowered, supported, and seen. I lead with authenticity, transparency, and trust, and I aim to build inclusive, collaborative environments where teams do their best work and design craft can thrive.
Colleagues often describe me as a strong systems thinker who brings structure to complexity and rallies teams around a shared vision. I balance strategy with execution, connecting design decisions to outcomes while keeping customers at the center.
In my free time, I enjoy any kind of family activity, especially through the lens of my 2 small kids.
I also enjoy cooking, writing, dancing, learning languages, and photography.
I've lately been playing around with different AI tools and technologies. I build things for fun, and I continuously iterate, try, play, share, and teach.
What is it like to work with me? Here are some kind words from leaders, peers, partners, and industry experts.
Yvonne excels at building strong partnerships across Product, Business, Engineering, and Creative teams, ensuring collaboration is at the forefront of every project. Her energy and enthusiasm are infectious, and her passion for her work is evident in everything she does. Yvonne and her team consistently deliver delightful design experiences for Walmart+ members, showcasing her talent for creating user-centric solutions.
I got to experience firsthand Yvonne's business acumen, diplomacy, and ability to read between the lines, clarify ambiguity, and ask incisive questions that help the team focus and prioritize. She understands what executive and cross-functional leadership want to know — and at what fidelity — and artfully guides her team to deliver what's needed now while also setting them up to deliver what's needed next.
Yvonne was crucial in coordinating design efforts across teams and launching successful, user-focused features. Her dedication to the team's growth is truly admirable, as she fostered a supportive atmosphere, empowered her designers with projects that aligned to their skills and interests, and aligned XFN toward goals. She earned tremendous respect from colleagues across Meta.
Yvonne is a multi-talented designer who will inspire you to do something great. She has the unique ability to create, communicate, and advocate design visions that are so fresh and so clean. As an engineer, Yvonne is the perfect partner — her combination of design skills and technical knowledge push us to be our very best. Yvonne is also more than just a designer; she is a provocateur who looks at the landscape of the world, takes risks, and uses design to solve big problems.