CELIA TSAO
data-informed researcher chasing sparks where curiosity meets the unexpected
shaping experiences that help people navigate a complex world
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SELECTED PROJECTS
OPTIMIZELY | EVALUATIVE USABILITY RESEARCH, 2025
Uncovering user pain points in onboarding experience impacting 10000+ future experiments.
LARGE-SCALED QUANTITATIVE RESEARCH, 2023
Mapping how micro-frustrations across booking, stations, and onboard touch points compound over thousands user journeys in a nation's largest high-speed rail service design.
COMING SOON
SEATTLE ART MUSEUM | END-TO-END UX PROJECT, 2026 (ONGOING)
Collaborating with Seattle Art Museum to enhance engagement for GenZ visitors to drive more visits.
COMING SOON
SERVICE DESIGN, 2026 (ONGOING)
Designing for Social Loneliness in Introvert Communities
Reimagining social infrastructure with low-friction entry that enables connection for introverts.
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