Petriage 2.0
Petriage 2.0
A calmer way for pet owners to decide what to do when new symptoms show up.
A calmer way for pet owners to decide what to do when new symptoms show up.
Ontario, Canada
Ontario, Canada
2025
2025
animation
user stories
mockups
sketches
Research
Prototypes
wireframes
design
branding
Welcome to my home!
Welcome to my home!
Hi, I'm Ivy Li,
Hi, I'm Ivy Li,
a UI/UX designer.
a UI/UX designer.
My main Value:
Research-driven design that bridges user needs with business impact.
My main Value:
Research-driven design that bridges user needs with business impact.
What I’m proud of :
What I’m proud of :
Main Works
Main Works
AURA: The City as Playground
AURA: The City as Playground
Emotion-aware urban exploration system combining AR, AI, and community storytelling to help people develop deeper connections with their cities.
Emotion-aware urban exploration system combining AR, AI, and community storytelling to help people develop deeper connections with their cities.
Toronto, Canada
Toronto, Canada
2024-2025
2024-2025
OCAD 2025 GradEX Thesis Project
OCAD 2025 GradEX Thesis Project
Reinventing The PATH
Reinventing The PATH
Digital transformation for Toronto's 30 km underground mall system, creating an omnichannel wayfinding experience to engage 35 property owners.
Digital transformation for Toronto's 30 km underground mall system, creating an omnichannel wayfinding experience to engage 35 property owners.
Toronto, Canada
Toronto, Canada
2023-2024
2023-2024
HOME SAFE+
HOME SAFE+
Providing Safe Rides Home and Strengthening Communities
Providing Safe Rides Home and Strengthening Communities
Community-driven designated driving service addressing impaired driving in suburban Canada through gamification and education.
Community-driven designated driving service addressing impaired driving in suburban Canada through gamification and education.
Canada
Canada
2024
2024
ASTROWELL
ASTROWELL
Your Cosmic Guide to Better Health
Gamified chronic care management app using parallel universe storytelling to build sustainable health habits.
Gamified chronic care management app using parallel universe storytelling to build sustainable health habits.
Conceptual
Conceptual
2024
2024
What and How :
What and How :
Skills & Tools
Skills & Tools
Design
As a UX designer, I specialize in research-driven product design and service design. I combine qualitative research methods with systems thinking to create experiences that align user needs, business goals, and technical constraints—from enterprise platforms to mobile apps.
Design
As a UX designer, I specialize in research-driven product design and service design. I combine qualitative research methods with systems thinking to create experiences that align user needs, business goals, and technical constraints—from enterprise platforms to mobile apps.
Design
As a UX designer, I specialize in research-driven product design and service design. I combine qualitative research methods with systems thinking to create experiences that align user needs, business goals, and technical constraints—from enterprise platforms to mobile apps.
Building
I conduct end-to-end UX research: stakeholder interviews, contextual inquiry, usability testing, and ethnographic observation. I synthesize findings into journey maps, personas, service blueprints, and actionable insights that drive design decisions.
Building
I conduct end-to-end UX research: stakeholder interviews, contextual inquiry, usability testing, and ethnographic observation. I synthesize findings into journey maps, personas, service blueprints, and actionable insights that drive design decisions.
Building
I conduct end-to-end UX research: stakeholder interviews, contextual inquiry, usability testing, and ethnographic observation. I synthesize findings into journey maps, personas, service blueprints, and actionable insights that drive design decisions.
Enhancing
I map complex multi-touchpoint experiences across physical and digital channels. From journey mapping to service blueprinting, I design omnichannel systems that consider frontstage interactions, backstage operations, and stakeholder ecosystems.
Enhancing
I map complex multi-touchpoint experiences across physical and digital channels. From journey mapping to service blueprinting, I design omnichannel systems that consider frontstage interactions, backstage operations, and stakeholder ecosystems.
Enhancing
I map complex multi-touchpoint experiences across physical and digital channels. From journey mapping to service blueprinting, I design omnichannel systems that consider frontstage interactions, backstage operations, and stakeholder ecosystems.
I do
I do
Research
Concept, sketches and wireframes
Design mockups
User interviews & contextual inquiry
Usability testing (moderated/unmoderated)
Survey design & thematic analysis
Interactive prototypes
Research
Concept, sketches and wireframes
Design mockups
User interviews & contextual inquiry
Usability testing (moderated/unmoderated)
Survey design & thematic analysis
Interactive prototypes
Research
Concept, sketches and wireframes
Design mockups
User interviews & contextual inquiry
Usability testing (moderated/unmoderated)
Survey design & thematic analysis
Interactive prototypes
I create
I create
Websites
Mobile apps
Logotypes, branding
Wireframes & interactive prototypes
Service blueprints & journey maps
Design systems & assets
Websites
Mobile apps
Logotypes, branding
Wireframes & interactive prototypes
Service blueprints & journey maps
Design systems & assets
Websites
Mobile apps
Logotypes, branding
Wireframes & interactive prototypes
Service blueprints & journey maps
Design systems & assets
I use
I use
Figma, FigJam, Miro
HTML/CSS, Framer
Adobe Creative Suite
Tableau
Prototyping and animation tools
Figma, FigJam, Miro
HTML/CSS, Framer
Adobe Creative Suite
Tableau
Prototyping and animation tools
Figma, FigJam, Miro
HTML/CSS, Framer
Adobe Creative Suite
Tableau
Prototyping and animation tools
Who am I :
Who am I :
About Me
About Me
I’m Ivy Li,
I’m Ivy Li,
a Toronto-based
UX designer.
a Toronto-based
UX designer.
Education
Education
Master of Information User Experience Design
University of Toronto
Sep 2025-May 2027
Master of Information User Experience Design
University of Toronto
Sep 2025-May 2027
Bachelor of Design Industrial Design
OCAD University
Sep 2021-May 2024
Bachelor of Design Industrial Design
OCAD University
Sep 2021-May 2024
I'm a UX designer specializing in research-driven product and service design. Currently pursuing my Master of Information at University of Toronto, I focus on creating transformative experiences that bridge user needs with strategic business impact.
I'm a UX designer specializing in research-driven product and service design. Currently pursuing my Master of Information at University of Toronto, I focus on creating transformative experiences that bridge user needs with strategic business impact.
My approach combines rigorous research methodology with systems thinking. I've designed localized solutions for 500M+ users at Microsoft Teams, led end-to-end service design for complex urban systems, and explored speculative futures through AR and AI. I believe the best design emerges from deep user understanding, cross-cultural empathy, and collaborative iteration.
My approach combines rigorous research methodology with systems thinking. I've designed localized solutions for 500M+ users at Microsoft Teams, led end-to-end service design for complex urban systems, and explored speculative futures through AR and AI. I believe the best design emerges from deep user understanding, cross-cultural empathy, and collaborative iteration.
Recent jobs
Recent jobs
Strategic Director Intern
StoryBee Inc.
Feb 2025-Mar 2025
Strategic Director Intern
StoryBee Inc.
Feb 2025-Mar 2025
UI/UX Designer
Microsoft
May 2025-Jun 2025
UI/UX Designer
Microsoft
May 2025-Jun 2025
Industrial Design Assistant
Xuekang Biotech
Jun 2024-Aug 2024
Industrial Design Assistant
Xuekang Biotech
Jun 2024-Aug 2024
Product Designer Intern
Skyworth
May 2023-Jul 2023
Product Designer Intern
Skyworth
May 2023-Jul 2023