Xiaotong Zhi
UI/UX Designer
I am a UI/UX designer focused on complex decision flows, information-heavy systems, and user-centered product experiences.
My work bridges user research, structured information design, and interaction systems to support clarity, trust, and confident decision-making in real-world products.
Design & UX
UX/UI Design
Information Architecture
Interaction Design
Design Systems
Prototyping & Usability Testing
Research & Methods
User Research & Synthesis
Decision Flow & Journey Mapping
Human-in-the-loop Systems
Qualitative Analysis
Tools
Figma · Miro
Adobe Illustrator · Photoshop · InDesign
HTML & CSS (working knowledge)
Publication
Gameful Interaction: How principles of game design can be applied to enhance user experiences in non-game applications
Single-author conference paper · CONF-MLA 2023 · Published Oct. 2023
This research investigates how motivation systems, feedback loops, and gameful mechanisms influence user decision-making and engagement in non-game contexts.
The findings inform my UX practice in designing human-in-the-loop systems, decision support interfaces, and behavior-aware interaction flows for real-world products.
Education
Sept. 2022 - Nov. 2024
Master of Information（UXD Facility）
University of Toronto
GPA 4.0
Focus Areas & Training
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Human-Computer Interaction (HCI)
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Complex information systems & decision-making
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Human-in-the-loop system design
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UX research methods, usability evaluation, and interaction prototyping
Selected Outcomes
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Applied behavioral and cognitive theories to real-world digital products
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Designed decision-support and complex interaction flows across multiple projects
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Conducted end-to-end UX research, from problem framing to validated design outcomes
Sept. 2018 - Apr. 2022
Honors Bachelor of Interaction Design
Sheridan College
GPA 3.67
Focus Areas & Skills
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Interaction design for mobile and web platforms
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User-centered design process & rapid prototyping
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Visual communication, interface design, and usability testing
Selected Outcomes
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Delivered multiple concept-to-prototype interaction design projects
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Built strong foundations in interaction logic, visual systems, and user testing
Work Experience
Jun. 2025 - Dec. 2025
UI/UX Designer
Project-based Collaboration
Deer Cake, ON Canada
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Reconstructed the e-commerce website’s information architecture and checkout flow, optimizing the key user path from browsing to payment and increasing overall conversion rate by 18%
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Unified brand visual style across the website by designing and delivering 20+ e-commerce pages and marketing visuals, contributing to a 22% increase in campaign page click-through rate
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Established foundational UI and visual guidelines, standardizing page layouts and component usage to support ongoing product and content updates
Jan. 2025 - Apr. 2025
UI/UX Designer Intern
Sinsun Robotics, LN China
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Redesigned core self-service ticketing workflows across multi-device deployments (50+ stations), reducing average task completion time by 32%
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Conducted user research and iterative usability testing to optimize critical flows and system feedback, improving overall system usability (SUS score increased from 68 to 82)
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Reconstructed system-level information architecture and interaction logic, clarifying system states, error handling, and feedback mechanisms to reduce user confusion and operational costs
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Collaborated closely with product and engineering teams to standardize reusable UI components and interaction patterns, ensuring consistency and feasibility under real deployment constraints
Jul. 2023 - Dec. 2023
Design Intern
Rain and Fish Network, LN China
May 2022 - Sept. 2022
UX Design Intern
Sanzhong Yida, LN China
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Discovered and applied customer insights to improve product browsing and purchase flows, reducing unnecessary user operations and improving interaction efficiency.
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Designed web and tablet-based accessibility features (color filters, contrast tools) to support users with color vision deficiencies.
Projects
Dec. 2025 - Today
Rediscover Beauty Clinic
UI/UX Designer
Redesigned a medical aesthetics clinic website as a decision-support system, restructuring complex service and device information into a clear, user-comprehensible flow. Focused on reducing decision friction across awareness, comparison, and consultation stages through structured information hierarchy, progressive disclosure, and trust-driven interaction design. The solution improves decision clarity in high-stakes healthcare contexts while supporting future extensions such as personalized treatment recommendations and online booking.
Jul. 2024 - Oct. 2024
Bed Bath & Beyond
UI/UX Designer
Redesigned key flows of a large-scale e-commerce website to improve user navigation and decision efficiency in information-dense shopping scenarios. Identified friction points across product browsing, filtering, and comparison flows, and restructured information hierarchy to reduce cognitive load during purchase decisions. The design balances business goals with usability, enabling users to quickly understand options, evaluate products, and complete tasks with greater confidence.
Early Design Exploration (Selected)
Amazon Design Creative Jam (2023)
Packaging Innovation Design Competition (2021)
Selected early-stage design explorations focused on creative problem-solving, interaction concepts, and physical-digital design thinking.