Fiona Zhang / Canada / Remote

Empirical
Intuition

A first-principles designer translating complex problems and human motivations into intuitive experiences and business outcomes.

Projects

Carta Tender Offer website
Fintech / Carta / 2024

Reimagine Tender Offer

Conceptualized and delivered a scalable experience that provides real-time visibility into tender offers, reduces manual operational overhead, and establishes a foundation for self-serve, product-led liquidity workflows.

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Fintech / Carta / 2025

Financials for QSBS

Crafted a structured, scalable intake experience that drove a 55% increase in deliveries, reduced the backlog by 70%, and cut average time to delivery by 75%.

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Carta QSBS website
Brightspace Mastery View feature
EdTech / D2L / 2020

Mastery Gradebook

Led the end to end design of a centralized assessment dashboard that transformed fragmented grading data into a visual mastery map, enabling educators to identify learning gaps in real-time. This redesign streamlined the feedback loop for millions of users, driving deeper engagement with personalized learning paths.

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EdTech / D2L / 2019

Self-serve Analytics

Led the design of a visual reporting builder that empowers educators to build custom reports without needing the technical expertise to query fragmented LMS data. This initiative transformed complex raw datasets into a user-friendly 'drag-and-drop' interface, significantly lowering the barrier for data-driven decision-making across K-12 and Higher Ed institutions.

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Brightspace Self-Serve Analytics feature

About Me

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I didn’t take the traditional path to design. My journey began in scientific research, where I learned that true innovation requires both rigorous data and deep empathy. Today, I use that analytical foundation to "meet people where they are," translating high-complexity problems into simple, empowering experiences.

I thrive in the weeds of complex workflows and technical constraints. Whether I’m designing for EdTech or other regulated spaces, I look past the surface to see the broader system, ensuring every design choice serves both the user’s motivation and the business’s bottom line.

Beyond the screen, I believe my role is to act as a bridge. I advocate for the user while driving toward measurable outcomes, helping cross-functional teams unlock new ways of thinking and solving problems together.