Jia Lu Ni
→ jay-loo, they/themCreative Direction,
Design and Strategy
Jia Lu has 10+ years of agency experience leading design and innovation programs with a human-centered approach. They mentor and build multi-disciplinary teams, shaping a culture of curiosity, experimentation, and collaboration.
APPROACH
Centered
People are at the core of everything I do. Deeply understanding their motivations, expectations, and challenges allows us to design products and services that truly meet their needs.
Driven
Uncovering the "why" unlocks meaningful decision-making. I have spent hundreds of hours in the field leading qualitative research to map journeys, explore opportunities, co-design with users, concept test, and more.
Focused
Embracing complexity and challenging assumptions drive the work forward. I thrive in ambiguity, translating customer needs, operational complexity, and business strategy into intuitive and scalable experiences.
From startups and non-profits to Fortune 500 companies, I partner with organizations to reimagine complex product and service ecosystems across healthcare, wellness, financial services, employee experience, and more.
Work Samples
Detailed case studies available upon request.
Please reach out if you would like to learn more about approach, process, and deliverables.
SELECTED HIGHLIGHTS
Elevating the Voice of the Member
Member Experience Strategy
A Member Experience Playbook and Toolkit, grounded in qualitative research insights, and developed to embed member empathy into organizational culture.
Exploring the Future of...
Insights, Design, Strategy
Supported a range of needs, working with teams including Innovation, the Nike Sports Research Lab, Consumer Insights, and more.
- Future-state product and service strategy
- Global qualitative consumer research
- Internal tools, workflows, and resources
Rewarding Healthy Habits
Customer Experience Vision
A member-centered vision for a Health and Wellness Program that builds loyalty and improves health outcomes by addressing Social Determinants of Health.
Celebrating
40 Years of Advancing Equity
Brand Identity System
A brand identity system developed through a one-week design sprint for Oregon MESA’s 40th Anniversary Celebration of advancing STEM equity for youth.
Showcasing High Impact Work
Creative Direction and Motion Design
A sizzle reel for Evolve Agency, bringing to life the latest and greatest project highlights across customer, product, and brand experiences.
CAPABILITIES
Qualitative & Quantitative Research
Tailored Approach & Methodology
Interview Moderation
Co-Design & Generative Research
Concept Testing & Evaluative Research
Synthesis and Insight Generation
Advocating For the Voice of the Customer
Insight-Driven Storytelling
Systems Thinking
Persona Definition
Journey Mapping
Opportunity Mapping
Service Design
Workshop Facilitation
Executive Level Artifacts
Creative Direction
User Experience (UX)
Industrial Design
Ideation & Sketching
Rapid Prototyping
Product Design
Visual Design
Storyboarding
Motion Design