Caroline Chung

About Caroline Chung

I’m a passionate, pragmatic, and fun designer who thrives at the intersection of individual contribution and team leadership. I bring order to chaos and clarity to product requirements—and I enjoy motivating designers to refine their craft, grow their influence, and create meaningful user experiences.As a design leader, I’m skilled at navigating ambiguity, resourcing gaps, and evolving team dynamics. I lead with curiosity and decisiveness, often facilitating workshops and strategic conversations across disciplines to drive shared vision and alignment. I believe great UX balances business needs with thoughtful, intuitive experiences that serve real user goals.My focus areas include:* Leading complex product migrations with user-centered strategies* Scaling and maturing design systems for efficiency and consistency* Coaching designers to grow in craft, confidence, and strategic impact* Streamlining research and design processes to improve execution* Exploring generative AI and conversation design to shape future-facing workflowsWith 15+ years of experience in enterprise UX, product design, research, and product management—mostly in AdTech—I’ve also worked with clients in media, healthcare, travel, and music. I thrive in high-impact environments and love bringing ideas to life through systems, storytelling, and strong cross-functional collaboration.Based in Miami (after September). Open to contract or full-time roles—ideally hybrid with 3+ days onsite.Skills: Design leadership, team coaching and mentorship, cross-functional collaboration, stakeholder alignment, player-coach management, workshop and critique facilitation, change management, UX strategy and visioning, user research and synthesis, persona and journey mapping, product design, enterprise UX, design operations, product thinking, design systems, component lifecycle governance, design documentation and standards, process optimization, migration planning, agile and sprint planning, Figma, Miro, Jira and Confluence, Pendo, FullStory, HTML/CSS (working knowledge), generative AI, conversation design, rapid prototyping, and experimentation and validation.

Experience

1. Co-founder & Director, Toia

   Toia

   Oct 2025 — Present · Miami, FL, US

   TOIA is a modern accessories brand creating hands-free, design-conscious wrist and crossbody phone straps for life on the move.Key Responsibilities & Achievements:• Defined TOIA’s brand identity, including visual system, tone of voice, and aesthetic direction inspired by modern-luxury brands like Clare V, Aesop, and Farm Rio.• Built and launched the Shopify store end-to-end, integrating inventory management, secure payments, fulfillment, and SEO optimization.• Leveraged AI tools to accelerate operations, from SKU generation and product photography prompts to SEO and content creation.• Launched TOIA’s Instagram and Facebook presence, driving early awareness through storytelling, influencer partnerships, and lifestyle imagery.• Directed content design to ensure consistent brand tone across digital and physical touchpoints.• Set up Google Analytics, Search Console, and Meta Business Suite to enable performance measurement and conversion tracking.• Delivered a full brand launch in under 60 days, turning an idea into a live, fully functioning e-commerce brand with organic traction and early engagement.

Education

• University of Technology Sydney

  Business, Marketing & Finance

  2000 — 2003

• General Assembly

  Certificate of Completion, Front End Web Development

  2014 — 2014

• University of Technology Sydney

  Graduate Diploma in Design, (completed 90% but withdrew to transfer into Masters)

  2005 — 2006

• University of Technology Sydney

  Masters, Interactive Multimedia

  2006 — 2008

• TAFE NSW

  Footwear Production | Graphic Arts | Textiles

  2003 — 2004

• School of Visual Arts

  CEU, Information Design (Graphic Design)

  2009 — 2009

• General Assembly

  Data Science

  2013 — 2014

• Redlands

  High School Certificate

  1991 — 1999

Skills

• Online Advertising
• Digital Media
• Strategy
• E-Commerce
• User Interface Design
• Mobile Internet
• SEO
• Information Architecture
• Agile Project Management
• Product Management
• User Experience Design
• Online Marketing
• Digital Marketing
• Mobile Applications
• Digital Strategy
• Online PR
• Mobile Devices
• Social Networking
• Social Media
• User Experience
• Sem