Hi, I'm Zhang Si (Serena), a product designer 👋

I build products people come back to, and pay for.

I design products end to end: the product logic, the interaction and UI, the data that steers them and the model that makes them pay. 10+ years shipping at Tencent and Dewmobile; now completing an MS in User Experience Design at Wilfrid Laurier University.

See my work ↓Email me

10+years in product

100+people led across 11 departments

4.16Mfamilies on a product I built

800Kusers talking to my AI characters

Portrait of Serena Zhang in a black dress with a white bow

Go · amateur 5-danNational Level-2 Athlete

MS, UX DesignWilfrid Laurier University

How I design

One loop, from logic to revenue

I don't stop at the screen. I design how a product works, how it feels, how we measure it and how it earns, then feed what we learn into the next version.

PRODUCT LOGIC1

Shape the system

Account models, rules, states and flows, so the experience holds together underneath.

ExampleFamily Account: a bind-not-switch account model with caps that stop discount abuse.

UI / UX2

Design what people touch

Interaction flows, interfaces and brand, tested with real users and tuned to the detail.

ExampleTILO: brand, search-bar camera entry and redesigned result cards, now live.

DATA3

Let numbers steer

Define the metrics, run A/B tests and read the results before deciding what to design next.

ExampleIP + AI: every sprint judged on turns per user and retention; 37.5 turns vs. ~30 industry.

MONETIZATION4

Design how it earns

Pricing, offers and conversion paths that turn real needs into sustainable revenue.

ExampleFamily Account: tilting discounts to long-term plans lifted order value 2.6×.

Results feed the next iteration ↺

Selected work

Three products, from 0 to 1

Each case walks through the problem, the research, the decisions and the results.

01 · TENCENT VIDEO · 2024

IP + AI: stepping inside the story

Product lead, end-to-end design · 0-to-1 AI product · team of 14

Fans keep living inside the shows they love: chatting with characters, unlocking new chapters and shaping their own endings.

AI agentsLLMInteractive story

800Kusers

30M+conversation turns

16AI characters, 5 IPs

Read case study →

Interactive story screens: character cards, a branching story map and chat

02 · THE TILE SHOPPE · 2026

TILO: a name and a face for Canada's first tile AI

Brand + UI/UX designer, product advisor

I named and branded a tile retailer's AI assistant, then carried the brand into the website entry, the results and the admin dashboard.

Brand identityUI / UXDashboard

5,295photo matches

0.4saverage match time

Liveon tileshoppes.com

Read case study →

The Tile Shoppe homepage with the TILO chat button

03 · TENCENT VIDEO · MEMBERSHIP

Family Account: one membership, a whole family

Product lead, end-to-end design · with the membership team

China's first family account system built for elders and kids: adult children invite, pay for and look after their family.

Account systemPricingInteraction design

321,577daily active users

¥35,102daily family recharge

4.16Mfamilies created

Read case study →

My Family page with a member card and an invite slot

Pay for a family member sheet with family-only prices

Competitions at Laurier

Learning North American practice, as a team

Three design and case competitions during my MS at Wilfrid Laurier University.

1st Place

Product Design Competition

Good Company Studios · Mar 2026

With team Gotcha 5, we designed an AI tool that promotes active learning over passive AI use, and took the top prize.

Certificate of Achievement

Serena and teammates holding their certificates

2nd Place

2026 Co-op Case Hack

Laurier Co-op · Workforce Planning Board of Grand Erie

A team case competition run by Laurier Co-operative Education with the Workforce Planning Board of Grand Erie.

Certificate · 2nd Place

Serena with her team and hosts in front of the uXperience banner

3rd Place

uXperience: Designing the Ideal Journey

Presented by Co-operators

A UX challenge to design an ideal customer journey. Our team placed third, presenting to the Co-operators team.

On campus

Graduate International Student Leader

At Laurier I help the next international students feel at home, the same way people here did for me.

Wilfrid Laurier UniversityApr 2026 – presentBrantford campus

Welcome incoming international students to Laurier and answer their questions before and after they arrive.
Plan events and host student gatherings that help newcomers get involved on campus.
Share the student experience at recruitment fairs and info sessions, in English and Mandarin.

"Making friends on the Brantford campus comes naturally. People here love to share, love to help, and you never really feel like a stranger."My ISL profile · favourite thing about Laurier

See me on Laurier's ISL page ↗

▶ My welcome video

Serena in a Laurier hoodie talking with a prospective student at a recruitment fair — Recruitment fair

Serena presenting a Student Experience talk beside a Laurier banner — Student Experience talk

Beyond work

Off the screen

The board and the field teach me the same things product work does: read the whole picture, then move as a team.

5-danamateur

Go player, National Level-2 Athlete

Go trained me to think several moves ahead and weigh the whole board before one local fight. I still play in tournaments, and I've given talks introducing the game to colleagues.

Amateur 5-danNational Level-2 AthleteTournament player

Serena smiling beside a Go board at a tournament

Ultimate frisbee

A self-refereed team sport built on "spirit of the game". I love the fast decisions, the long throws and the teammates on every side of the field.

Ultimate frisbeeTeam player

Serena catching a frisbee at a night game

Yoga (long-time Ashtanga and Hatha practitioner) keeps me steady. I also play badminton and table tennis.

Resume

10+ years designing products end to end

Apr 2026 – presentBrantford, ON

Graduate International Student Leader

Wilfrid Laurier University · part-time

Welcome and support incoming international students, plan events and host student gatherings, and share the student experience at recruitment fairs and info sessions.

Apr – Jun 2026Toronto, ON

Brand Designer & Product Consultant

The Tile Shoppe, Concord

Designed the brand identity of TILO, an AI tile-matching assistant, and contributed to its product experience throughout development.

Mar 2018 – Aug 2025Beijing, China

Senior Product Manager

Tencent Technology (Beijing) Co., Ltd. · hands-on across product logic, interaction design, data and monetization

Tencent Video · China's leading streaming platform

Pioneered a Family Account system for elders and children: within 6 months, 321,577 DAU, RMB 35,102 daily family payments and 4.16M families created.
Led the login experience redesign across 8 platforms and 12 business lines: login completion +5.73%, generating RMB 38.88M in additional annual membership revenue.
Drove AI innovation for 5 major IPs: built 16 conversational AI agents with LLMs, reaching 800,000 users and 30M+ conversation turns.

Tencent Weishi · Short-video platform

Built the full content chain, from ingestion to recommendation, improving distribution efficiency across production, understanding and delivery.

Jul 2013 – Aug 2017Beijing, China

Product Manager

Dewmobile Technology (Beijing) Co., Ltd. · owned the iOS product experience

ZAPYA · Global file-sharing app

Led product experience on ZAPYA iOS, with a sustained App Store rating of 4.7 / 5.

Contact

Let's build something people keep coming back to.

Open to product designer and UI/UX designer roles.

Emailserene.zhangsi@gmail.com LinkedInsi-zhang-769211393 ↗

Based inOntario, Canada