Resume
2026

013.
Years in design
Senior Designer
JERRY LI
013. Years in design
- Product design
- Design system
- Brand Design
- Motion Design
- Graphic Design
- AI in Design
- Multidisciplinary product designer since 2013
- 8+ years in product design, including 4+ years leading design system initiatives
- Exploring AI-native product experiences
- Strong coding literacy and highly proficient with AI tools
- Multiple works recognised by leading New Zealand design awards
- Delivered design work for multiple companies across New Zealand, Australia, China and international markets
- Leading a next-generation design system supporting global products, including Booking.com for Business and Serko.ai.
Experience
Senior Product Designer — Design System
Serko Limited · Full-time
Apr 2023 – Present · Auckland, New Zealand
Led the end-to-end redesign of a company-wide design system powering business travel platforms. Internally, the system serves around 80 daily consumers, enabling consistent, scalable product delivery across the organisation. The design system now supports major platforms including Booking.com for Business and Serko.ai.
- Built a unified foundation of tokens, components, and documentation to improve consistency and scalability across different product teams.
- Collaborated closely with engineers to streamline design-to-code alignment and establish clear contribution and governance processes.
- Mentored designers and engineers on system usage, accessibility, and component best practices.
- Integrated AI tools to accelerate planning & estimation, design system production, and documentation.
Product Designer — UI/UX Design & Design System
Archipro · Full-time
Apr 2022 – Nov 2022 · Auckland, New Zealand
Led UI/UX design and maintained the design system, collaborating closely with product managers to create and refine components as requirements evolved. Worked directly with engineers to implement and update components in Storybook, ensuring high-quality execution and alignment across design and development.
Delivered a new design system supporting multiple sub-brand themes across the ArchiPro platform, modernising component designs with the latest Figma techniques and improving consistency, scalability, and visual coherence across products.
ArchiPro is a major building and renovation platform in the New Zealand market, serving 280,000+ monthly active users, 3,000+ registered professionals, and 800+ manufacturers and suppliers.
Product Designer
Roam Digital · Full-time
Jun 2018 – Apr 2022 · Auckland, New Zealand
Specialised in crafting high-quality visual and interaction design, with experience spanning brand design, UI/UX design, prototyping, and UI animation (Lottie). Contributed to design sprints, supported user interviews, and collaborated with product teams to create storyboards that align user needs with product direction.
Several products I worked on have been recognised at the New Zealand Best Design Awards.
Contributed to projects for major enterprise clients including Giant Bicycles, Vodafone, Spark, ASB, Westpac, Humm, The Warehouse Group, Mercury Energy, Port of Auckland, SkyCity, Les Mills, and the All Blacks.
Award-winning case studies:
Freelance Designer
Self-employed
2013 – 2020
Worked with a wide range of clients — including small businesses, startups, design studios, and agencies — across brand identity, logo design, web design, and UI/UX design. These collaborations strengthened my ability to adapt to different project contexts and deliver clear, high-quality design outcomes.
Education
Master of Arts (Design)
Wintec — Waikato Institute of Technology
2016 – 2018 · Hamilton, New Zealand
Focused on UI/UX design, web design, brand design, and front-end development with HTML & CSS. Graduated with an A– grade.
Diploma of Graphic Design (Media Arts)
Chengdu University (CDU)
2010 – 2015 · Chengdu, Sichuan, China
Studied graphic design with a strong focus on brand identity, UI design, and animation. Recognised multiple times with academic scholarships for outstanding design projects and academic performance.
Skills
Product design, Design system, UI/UX Design, Brand design, UI Animation & Prototyping, User story, Integrated AI in workflow
Software
Product Design — Figma (Expert-level) · Miro · Jira · Claude · Midjourney · Figma Make
Web Development — Webflow · HTML & CSS · JavaScript
iOS Development — SwiftUI
Adobe — Photoshop · Illustrator · After Effects · Aero (AR)
Featured Projects
LiteLayout — AI-assisted Product Design Workflow
An experiment in designing through building, validating with real software, fine-tuning in Figma, and creating a lightweight Design-to-Code workflow.
Product designZeus NEXT design system
Led the 0→1 design of Zeus NEXT — a scalable, multi-brand design system that modernised tokens, components, documentation, and design-to-code workflows across Serko.
Design systems