Innovation buzzes in every corner in the vibrant atmosphere of the Silicon Valley UX Awards. Amidst the celebration of cutting-edge design and technology, I had the pleasure of sitting down with Joann Wu—a design leader whose career journey mirrors the dynamic evolution of the UX field itself. From traditional design agencies to leading global product design teams, Joann’s story is one of continuous growth, resilience, and a steadfast commitment to designing with heart.

Kendall Klein: Joann, it’s terrific to have you here. Can you share your journey into UX design? What inspired you to enter this field, and what experiences have shaped your career?

Joann Wu: Absolutely! My career has been a dynamic evolution, shaped by rich experiences across the worlds of traditional design agencies, in-house product design, and global leadership.

I began in the client-centric realm of traditional design and advertising agencies, where I honed my skills in branding, customer understanding, marketing positioning, and big-picture storytelling. At USWeb/CKS (later part of Razorfish) and Ogilvy, I worked with incredible Fortune 500 clients like Levi’s, Williams-Sonoma, Mattel, Audi, Motorola, and Visa. This era coincided with the digital transformation wave, offering both exciting opportunities and valuable lessons—especially during the challenges of the dot-com downturn.

2011, I transitioned from agency life to in-house product design at LinkedIn. During those ten transformative years, I grew from a senior individual contributor to VP of Product Design. I expanded my expertise in qualitative and quantitative user insights, product management, and a deeper understanding of technology. During this time, I truly evolved from a graphic designer into a digital experience designer and grew tremendously as a leader. LinkedIn’s culture of “dream big, get sh*t done, and know how to have fun” left a profound and lasting impression on me.

At the start of 2022, I embarked on a new adventure as the VP, Head of Design at Uber. Leading Uber’s global product design team has been an incredible journey, filled with complex challenges and inspiring opportunities. I’m particularly intrigued by solving problems at the intersection of the physical and digital worlds while contributing to Uber’s mission to “Reimagine the way the world moves for the better.” I’m passionate about fostering creativity, motivation, and collaboration within the team as we focus on crafting experiences that are empathetic, inclusive, and delightful and prioritize safety and sustainability.

Uber’s cultural values resonate deeply with me. If I had to choose, my favorites would be “Build with Heart” and “Do the Right Thing.” These principles align perfectly with my commitment to creating meaningful, high-quality design solutions that make a positive impact.

My career has been a journey of building on my strengths, driven by an unwavering curiosity to learn, adapt, and grow. As a leader, I firmly believe that perseverance and resilience are the cornerstones of a team’s success, enabling us to overcome challenges, embrace growth, and achieve our collective goals.

Field work as a grocery delivery courier in Chile

KK: That’s quite a journey! How do you balance intuition with user research when developing a design? What’s the ideal mix for creating an exceptional product experience?

JW: Balancing intuition with user research is essential for creating exceptional product experiences, and for me, it starts with a deep understanding of user needs and pain points. User research—qualitative and quantitative—is indispensable for defining the problem we aim to solve and validating our assumptions. After all, design is fundamentally about problem-solving, and solving the wrong problem is a misstep from the start.

However, I also firmly believe in the value of design intuition. Intuition isn’t guesswork; it’s cultivated through experience, practice, and reflection. It involves asking and answering critical questions: What problem are we addressing? Have we encountered similar challenges before? What lessons can we apply? What remains uncertain? Balancing intuition with research helps navigate this iterative process with clarity and purpose.

Whether I’m exploring design directions or leading a team, it comes down to thoughtful problem-solving and effective decision-making. I rely on a blend of gut, heart, and mind to guide me:

Gut: Instinct and intuition honed through experience.
Heart: Emotional intelligence to understand the context and empathize with “why.”
Mind: Rational analysis grounded in data, research, and insights.

Striking the right mix between these elements ensures the designs are insightful, innovative, and deeply aligned with user needs.

KK: That’s a great approach. How important is collaboration with other disciplines, like engineering and product management, in your design process?

JW: Collaboration is key. To build a quality product, we need cross-functional teamwork. It’s about owning the problems and solutions together. We each bring expertise, share perspectives, and align on the same goals. We also help each other see our blind spots. When we collaborate with respect and a sense of shared purpose, the results can be genuinely excellent, exceeding our expectations.

KK: What are the essential qualities of a successful UX design leader?

JW: There are many leadership frameworks out there, but for me, it comes down to leading three core areas: People, Product, and Process.

Leading People:

Transparency and Trust: Open communication and a sense of trust can better align teams and encourage team members to share ideas freely without fear of judgment.
Compassion and Empowerment: A compassionate leader motivates individuals to take action and make a positive difference.
Leading Product:
Strategic Thinking: Focus on the end-to-end user journey and business growth. Communicating a clear vision and “connecting the dots” can provide a framework for innovation while allowing for individual creativity within that framework.
Focus on Quality: Striving for excellence and pushing boundaries can naturally lead to a culture of innovation.
Leading Process:
Building Scalable Systems: Develop operational systems that support growth while balancing efficiency, creativity, and quality.
Decisiveness and Problem-Solving: A decisive and action-oriented leader can create an environment that focuses on efficiency and effectiveness. Think like a business owner, not just a functional leader.

KK: Now, looking back, if you could go back in time, what advice would you give your 21-year-old self?

JW: If I could go back in time, here’s the advice I’d give my 21-year-old self:

First, “Enjoy being young and figuring things out!” It’s a time for exploration and curiosity. In hindsight, the dots often connect, even if they don’t seem to at the moment—and that’s perfectly okay.

Second, I’d stress the importance of resilience and confidence. A career isn’t a straight, predictable path; it’s more like a jungle gym. Keep practicing your skills and growing so when opportunities come your way, you’re ready to grab them with confidence. Don’t let setbacks discourage you; see them as chances to learn and grow stronger.

Looking back, I’ve learned so much from the people I’ve worked with and my experiences. I have no regrets about my career journey, but if I could tell myself one last thing, it would be this: stress less and enjoy the ride!

KK: That’s heartfelt advice. Lastly, which digital or physical product exemplifies outstanding design to you, and what elements make it stand out?

JW: While the interview didn’t include this question, I can say that products that combine functionality with emotional resonance stand out. It’s about creating experiences that meet users’ needs and delight and inspire them. That's outstanding design when a product seamlessly integrates into a user’s life and brings joy.

As our conversation wrapped up, it was clear that Joann Wu embodies the essence of a visionary leader who balances intuition with data, fosters collaborative creativity, and leads with both heart and mind. Her journey from traditional design agencies to leading global teams at tech giants like LinkedIn and Uber is a testament to her adaptability, resilience, and unwavering commitment to making a positive impact through design.

Joann’s insights serve as a beacon for aspiring designers and leaders in a constantly evolving industry. Her emphasis on enjoying the journey, embracing challenges, and leading with compassion resonates deeply in a world where design has the power to shape products and how we move and connect.

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