Borfang Su
Senior Director, Samsung Design Innovation Center (Sdic) @Samsung Electronics
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WORK HISTORY
Senior Director, Samsung Design Innovation Center (Sdic) @Samsung Electronics
San Francisco, CA, US
Collaborate with C-level leaders to shape AI integration strategy and define frameworks.• Advance a human-centered AI culture through vision-setting and persuasive storytelling.• Spearhead human-centered AI experience design and research to define user and AI workflows and relationships. • Drive customer engagement and earned industry recognition through award-winning projects.
EDUCATION
Academy of Art University
MFA, Advertising: Art Direction
Academy of Art University
BFA, Computer Arts: New Media
SKILLS
ABOUT BORFANG SU
I’m a design and experience leader with 15+ years of experience building digital products, services, and brand experiences across tech, consumer, and enterprise. I lead multidisciplinary teams and work closely with product, creative technology, and business to turn insight‑driven strategy into shipped experiences that are emotionally resonant, technically grounded, and operationally sound.I specialize in defining experience vision, shaping design languages and systems, and translating emerging technologies—such as AI‑driven and adaptive systems—into clear, human-centered AI products. I’ve led global initiatives for Samsung, Google, Toyota, Microsoft, and L’Oréal, driving results from product adoption and customer satisfaction to new business opportunities.As a leader, I set a clear experience north star, build resilient, passionate team cultures, and give designers both structure and autonomy to do their best work—especially in ambiguous, zero‑to‑one, and transformational spaces where experience design shapes how people live with intelligent systems over time.Specialties: Human‑centered AI, experience strategy, design leadership, fluent in Chinese/Mandarin and English
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