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Principal Product Designer
Based in Los Angeles, California
Design Leadership Product Vision Systems Design Product Strategy Scalable Design System Information Architecture End-to-End Product Design AI-Augmented Workflows Human-AI Integration Design Cross-Functional Leadership Visual Direction Design Leadership Product Vision Systems Design Product Strategy Scalable Design System Information Architecture End-to-End Product Design AI-Augmented Workflows Human-AI Integration Design Cross-Functional Leadership Visual Direction
How I Work

Design is not how it looks.
It's how decisions are made.

A few principles that shape how I work, balancing structure, intuition, and the space in between.

Problem > Solution

The right question matters more than a fast answer.

Most work rushes to solutions. I don't. A well-crafted answer to the wrong problem is still failure. I spend time where it matters, defining the real tension beneath the surface. When the problem is clear, the solution becomes obvious, often simpler than expected.

Objectives > Operations

Purpose guides process.

Busy work can look like progress. It rarely is. I anchor teams in outcomes, not activity, aligning every decision to a measurable objective. Process exists to support direction, not replace it. If the goal is clear, the path can stay flexible.

Evidence > Opinion

Data aligns faster than debate.

Design is full of strong opinions. Only some are right. I prioritize signals over assumptions, grounding decisions in data, behavior, and real user feedback. Not to remove intuition, but to sharpen it. Good judgment is informed, not guessed.

Space > Noise

Clarity lives in the pause.

More is not better. Clarity comes from restraint. I remove what competes for attention so what matters can stand on its own. Whether in interface, system, or communication, space is what allows meaning to emerge.

Years Experience

across product, platform, and physical design

Products Shipped

from chair legs to voice interfaces

Users Reached

at the intersection of brand, behavior, and business

II designdesign forfor thethe ProblemProblem
beneathbeneath thethe Problem.Problem.

MostMost productsproducts failfail notnot inin Execution,Execution,
butbut inin Definition,Definition,
solvingsolving thethe wrongwrong thingthing beautifully.beautifully.

Impact & Recognition

Built Along the Way

A decade of building products, shaping teams, and contributing to the design community through collaboration, mentorship, and industry recognition.

Built With

Products, platforms, and brands I've helped bring to life.

Verizon
BlueJeans by Verizon
Amazon
SpinLaunch
PrismPop
13 Orphan
Iconmobile
Kia
Ford
BMW
Porsche
AX

Community & Industry

Speaking, judging, teaching, mentoring, and professional collaboration.

ArtCenter
Claude
Anthropic
UCLA
Supabase
Fetch.ai
IFEL
A's Foundation

Recognized By

Awards and recognition from the design community.

EPDA
ICFF
A' Design Award
Bienenstock
BYAA
Made Real

A selection of recent work

Digital product and interaction design, focused on clarity, systems, and intelligent experiences. Not just what shipped, but what it took to get there.

· Identity Architecture · 2026–Present
01 / 04

Verizon
Identity Architecture

Most people never see this work. That's the point. Leading Verizon's Identity & Profile ecosystem, creating the invisible structure that connects households, devices, behaviors, and services into one intelligent system.

Experience Architecture Identity System Platform Strategy Behavioral Architecture Human-Centered AI
· Mobile · iOS & Android · 2023–2025
02 / 04

Verizon
Home App

A product people only opened when something went wrong. Low trust, low engagement, and a system that felt fragmented. We reframed it. From a reactive utility into a more proactive, intelligent experience. One that surfaces what matters, guides action, and earns trust over time.

Digital Product Design Design System Cross-Platform Mobile Application Smart Home / IoT Home Connectivity Intelligent Ecosystem 0–1 Product Development
· Collaboration Platform · 2021–2023
03 / 04

BlueJeans
by Verizon

In the middle of the pandemic, a collaboration platform became something more. A space where work, communication, and human behavior converged. This was a technical chapter. Where engineering expanded the possibilities, and design made them legible. Not just shaping interfaces, but reshaping habits through structure and intent.

Digital Product Design Design System Unified Communication Mobile Application Cross-Platform Collaboration Platform Cloud-Based Video Conferencing Desktop App (Windows / macOS)
· Automotive HMI · 2020–2021
04 / 04

Iconmobile

The dashboard is never the product. The experience begins long before someone touches a screen and continues long after they leave the vehicle. Working in automotive taught me to design for context, constraints, and human behavior at scale. It reinforced a belief I still carry today: the best experiences emerge when every part of the system works together so naturally that the technology fades into the background.

Other Things I Make

Not everything lives
on a screen

Some ideas take shape in materials, form, and experiments. The studio practice deepens a systems-thinking approach to product and experience design.

Leira Lounge Chair
Nike Air
Filico Water
Topology Jewelry
Pilot Helmet
Walden Floor Chair
Laxmi
Adidas Y-3
01 / 08

Contact

Let's make something
worth keeping.

Based in LA, working everywhere.

Résumé
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Same body of work.

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© 2026 Refaeli Yaofei Ma. All rights reserved.
Because lorem ipsum deserves better. 😃
Los Angeles, CA