CELIA TSAO
Data-informed UX researcher turning complex information into confident choices.
TL;DR: What do I bring to the table as a UXR?
Carrying a business background and mindset..
I translate messy human behavior into business decisions, not just design suggestions
Carrying broad curiosity with experiences across B2B and B2C industries..
I thrive in navigating all kinds of problems and ambiguity in front of me
Carrying a mind that thinks in systems, not just screens..
I see the human, the business, and the gap between them all at once.
SELECTED PROJECTS
OPTIMIZELY | EVALUATIVE USABILITY RESEARCH, 2025
Uncovering user pain points in onboarding experience impacting 10000+ future experiments.
IPSOS | 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
SERVICE DESIGN, 2026 (ONGOING)
Designing an Empathetic Path to Social Connection for Introverts
Reimagining social infrastructure with low-friction entry that enables connection for introverts.
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.
With Business background↴
I translate messy human behavior into business decisions, not just design suggestions