Senior Product Designer

Joanna Siu

For the past five years, I’ve designed B2B, B2C, and enterprise products at ServiceNow, Flight Centre, and [24]7.ai. I design with a people-first mindset, using user research to uncover insights that solve complex problems.

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Designing A Loyalty App That Actually Feels Loyal

B2C

Payments

End to End

Workshop Facilitation

Upgrade

Flight Centre

Sign Ups in 1st Week After Launch

42,000

Paid Upgrades in 1st Week After Launch

152 Designing A Loyalty App That Actually Feels Loyal

B2C

Payments

End to End

Workshop Facilitation

Upgrade

Flight Centre

Sign Ups in 1st Week

42,000

Paid Upgrades in 1st Week

152

Making an Enterprise Chatbot Feel Human

B2C

Client-facing

Chatbots

Personalization

ServiceNow

Adoption Rate

61%

Usefulness

90%

Making an Enterprise Chatbot Feel Human

B2C

Client-facing

Chatbots

Personalization

ServiceNow

Adoption Rate

61%

Usefulness

90%

Changing Your Flight Without Calling Anyone

B2C

Manage Booking

Agent Reduction

User Research

Travel

Flight Centre

Agent Call Decrease

33%

User Satisfaction

21%

Making an Enterprise Chatbot Feel Human

B2C

Client-facing

Chatbots

Rapid Iteration

ServiceNow

Agent Call Decrease

33%

User Satisfaction

21%

Designing a Component System That Works in Any Theme

B2B SaaS

Design System

AI Chatbot

Light / Dark Theme

Rapid Testing

ServiceNow

Adopted Dark Mode

80%

Positive Feedback

100%

Designing a Component System That Works in Any Theme

B2B SaaS

Design System

AI / Chatbot

Light / Dark Theme

Rapid Testing

ServiceNow

Adopted Dark Mode

80%

Positive Feedback

100%

Work History

Feb. 2023 - Nov. 2025

Vancouver, Canada - Remote / Hybrid

FLIGHT CENTRE

Product Designer

Nov. 2021 - Nov. 2022

San Diego, USA - Remote

SERVICENOW

Product Designer

Jan. 2021 - Nov. 2021

Toronto, Canada - Remote

[24]7.AI

Conversational Product Designer

Jan. 2021

Toronto, Canada - Remote

CLOUDTAX

Freelance Product Designer

Dec. 2019 - Dec. 2020

Toronto, Canada - Remote

CYBERLIFT

Freelance UX / VUX Designer

Thanks for exploring my work! You’ve got questions? I’m all ears - reach out via email.

Want to know more about my story? Check out my LinkedIn and let’s connect!

For the past five years, I’ve designed B2B, B2C, and enterprise products at ServiceNow, Flight Centre, and [24]7.ai. I design with a people-first mindset, using user research to uncover insights that solve complex problems.

Designing A Loyalty App That Actually Feels Loyal

Flight Centre

42,000

152

Designing A Loyalty App That Actually Feels Loyal

Flight Centre

42,000

152

Making an Enterprise Chatbot Feel Human

ServiceNow

61%

90%

Making an Enterprise Chatbot Feel Human

ServiceNow

61%

90%

Changing Your Flight Without Calling Anyone

Flight Centre

33%

21%

Making an Enterprise Chatbot Feel Human

ServiceNow

33%

21%

Designing a Component System That Works in Any Theme

ServiceNow

80%

100%

Designing a Component System That Works in Any Theme

ServiceNow

80%

100%

Work History

Feb. 2023 - Nov. 2025

Vancouver, Canada - Remote / Hybrid

FLIGHT CENTRE

Product Designer

Nov. 2021 - Nov. 2022

San Diego, USA - Remote

SERVICENOW

Product Designer

Jan. 2021 - Nov. 2021

Toronto, Canada - Remote

[24]7.AI

Conversational Product Designer

Jan. 2021

Toronto, Canada - Remote

CLOUDTAX

Freelance Product Designer

Dec. 2019 - Dec. 2020

Toronto, Canada - Remote

CYBERLIFT

Freelance UX / VUX Designer

Thanks for exploring my work! You’ve got questions? I’m all ears - reach out via email.Want to know more about my story? Check out my LinkedIn and let’s connect!

Thanks for exploring my work! You’ve got questions? I’m all ears - reach out via email.Want to know more about my story? Check out my LinkedIn and let’s connect!

Thanks for exploring my work! You’ve got questions? I’m all ears - reach out via email.

Want to know more about my story? Check out my LinkedIn and let’s connect!

Thanks for exploring my work! You’ve got questions? I’m all ears - reach out via email.

Want to know more about my story? Check out my LinkedIn and let’s connect!