Jia Lu Ni
→ jay-loo, they/them
CREATIVE DIRECTION, STRATEGY AND DESIGN
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
Human 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.
Insight Driven
Uncovering the "why" unlocks meaningful decision-making. I've spent hundreds of hours in the field leading qualitative research to identify needs, map journeys, explore opportunities, co-design with users, test ideas, and more.
Systems Focused
Embracing complexity and challenging assumptions drives 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
AMBETTER HEALTH
Elevating the
Voice of the Member
A Member Experience Playbook and Toolkit, grounded in qualitative research insights, and developed to embed member empathy into organizational culture.
NIKE
Exploring the
Future of...
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
AMBETTER HEALTH
Rewarding
Healthy Habits
A member-centered vision for a Health and Wellness Program that builds loyalty and improves health outcomes by addressing Social Determinants of Health.
OREGON MESA
Celebrating 40 Years of Advancing Equity
A brand identity system developed through a 1-week design sprint for Oregon MESA’s 40th Anniversary Celebration of advancing STEM equity for youth.
EVOLVE AGENCY
Showcasing High Impact Work
A sizzle reel for Evolve Agency, bringing to life the latest and greatest project highlights across customer, product, and brand experiences.
CAPABILITIES
Insight
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
Strategy
Persona Definition
Journey Mapping
Opportunity Mapping
Service Design
Workshop Facilitation
Executive Level Artifacts
Design
User Experience (UX)
Industrial Design
Ideation & Sketching
Rapid Prototyping
Product Design
Visual Design
Storyboarding
Motion Design