Caroline is available for hire
Hire CarolineCaroline Ma
Verified Expert in Design
Designer
Paris, France
Toptal member since September 2, 2022
Bio
Caroline is a product designer and entrepreneur proficient in full-stack web development. She has spent the past decade working with Silicon Valley startups and corporations in product design and management roles. Caroline's design repertoire includes software applications, responsive websites, content management systems, mobile apps, and 100+ event experiences. Caroline is a full-stack product designer with expertise in the end-to-end design process, including research, strategy, UX, and UI.
Portfolio
Product Design for a Retail Tech Startup
Product DesignInformation Architecture (IA)Interaction Design (IxD)Product StrategyWeb ApplicationsUX Design+ 45 more
Work Experience
Product Consultant
2014 - PRESENT
Freelance
- Provided concept refinement, feature development, and mobile application UI/UX design for Umamit, a seed stage AI-driven dining and food discovery social platform.
- Created an iOS application and desktop dashboard design for Insticator, a series A ad-tech company.
- Designed the UI/UX for Retail Zipline, a business-to-business (B2B) communication and project management software for retail stores.
- Redesigned a responsive website for LineSlip, a B2B insurance technology startup.
Technologies: Figma, Adobe CC, HTML, CSS, JavaScript, WordPress, Agile Sprints, Squarespace, Product Design, Product Strategy, Information Architecture (IA), Responsive Web Apps, Web Applications, Mobile Apps, Mobile Applications, Web Design, Content Management Systems (CMS), UX Design, UI Design, Web App Design, SaaS Design, Early-stage Startups, MVP Design, Dashboard Design, Concepting, Corporate Websites, Responsive Web Design (RWD), Workflow, Data Visualization, Web UX, Web UI, High-fidelity Mockups, Minimalism, Mockups, eCommerce, Shopify, User Journeys, Mobile Design, Mobile App Design, Prototyping, User Flows, Visual Design, Websites, User Interface (UI), Landing Pages, UX Research, UX Audits, Branding, User Experience (UX), Fashion & Beauty, Mobile UI Design, Mobile App UI, Landing Page Design, CRM Design, Web App UX, Web App UI, Social Media, Digital Marketing Design, Digital Design, Web UI Design, Design Systems, Web Page Mockups, Web UX Design, Design Reviews, Design Consultation, Visual Design Language, UI Audits, Dashboards, B2B, WordPress Design, Web Usability, UX Prototyping, UX Wireframes, Graphic Design, Interaction Design (IxD), Startups, Web Platforms, Enterprise Design, Architecture, Feature Prioritization, User Experience Design, Website Conversion, Digital Product Design, Stakeholder Management, Complex Application User Interfaces (UI), Mobile UX Design
Vice President of Product Strategy
2018 - 2020
Quoori
- Joined as a product designer and was a founding member of Quoori. Acted as product manager simultaneously and was later promoted to vice president of product strategy.
- Led the development of company vision and values, design principles, information architecture, wireframes, functional documentation, and roadmaps.
- Analyzed customer needs and drove research and development.
- Drove user research, business goals, product priorities, partnerships, and go-to-market strategy. Worked with executive stakeholders to collect feedback and establish buy-in.
- Worked cross-functionally with design, engineering, and marketing and grew a five-person team to 30.
- Managed a globally distributed product team across two continents. Worked closely with the design and engineering teams to prioritize builds and establish an optimal workflow.
Technologies: Figma, Adobe CC, Product Design, Product Management, Product Strategy, Market Research, Competitive Analysis, Wireframing, Testing, Information Architecture (IA), UX Design, UI Design, Web App Design, SaaS Design, Early-stage Startups, MVP Design, Concepting, Corporate Websites, Responsive Web Design (RWD), Workflow, Web UX, Web UI, High-fidelity Mockups, Minimalism, Mockups, User Journeys, Mobile Design, Mobile App Design, Prototyping, User Flows, Visual Design, Websites, User Interface (UI), Landing Pages, UX Research, UX Audits, Branding, User Experience (UX), Mobile UI Design, Mobile App UI, Landing Page Design, Social Media, Digital Marketing Design, Digital Design, Web UI Design, Design Systems, Web Page Mockups, Web UX Design, Design Reviews, Design Consultation, Visual Design Language, UI Audits, Dashboards, B2B, Web Usability, UX Prototyping, UX Wireframes, Graphic Design, Interaction Design (IxD), Startups, Web Platforms, Monetization, Architecture, Feature Prioritization, User Experience Design, Digital Product Design, Stakeholder Management, Complex Application User Interfaces (UI), Mobile UX Design
Creative Director
2017 - 2018
Orange Fab
- Managed Orange Fab's product and brand strategy. Part of a core team that pivoted the program from a startup accelerator to a corporate investment platform.
- Introduced the paid model comprising Microsoft, Google, Total, TF1, and Mazars.
- Launched the corporate venture capital alliance, comprising Cathay Innovation, Iris Capital, Michelin Ventures, and Nvidia.
- Led the design and development of a software application that hosts a startup database and facilitates customer interaction and feedback.
- Spearheaded the design and development of website and content management system.
Technologies: Figma, Adobe CC, HTML, CSS, WordPress, Content Management, Content Management Systems (CMS), Product Design, Product Strategy, Product Management, Wireframing, Web Design, Web Applications, Information Architecture (IA), UX Design, UI Design, Web App Design, SaaS Design, Early-stage Startups, MVP Design, Dashboard Design, Concepting, Corporate Websites, Responsive Web Design (RWD), Workflow, Data Visualization, Responsive Web Apps, Responsive UI, Web UX, Web UI, High-fidelity Mockups, High-fidelity Prototypes, Minimalism, Mockups, User Journeys, Mobile Design, Mobile App Design, Prototyping, User Flows, Visual Design, Websites, User Interface (UI), Landing Pages, UX Research, UX Audits, Branding, User Experience (UX), WordPress Themes, Landing Page Design, CRM Design, Web App UX, Web App UI, Social Media, Digital Marketing Design, Digital Design, Web UI Design, Design Systems, Web Page Mockups, Web UX Design, Design Reviews, Design Consultation, Visual Design Language, UI Audits, Dashboards, B2B, WordPress Design, Web Usability, UX Prototyping, UX Wireframes, Graphic Design, Interaction Design (IxD), Startups, Web Platforms, Enterprise Design, Monetization, Architecture, Feature Prioritization, User Experience Design, Website Conversion, Digital Product Design, Stakeholder Management, Complex Application User Interfaces (UI), Mobile UX Design
Design Lead
2014 - 2018
Orange Silicon Valley
- Led a 50+-person research and development operation's design and development with executive stakeholders on business and product strategy leading to the launch of hardware and software products and program experiences for Orange and partners.
- Managed the design and development of a software application that hosted a startup database and facilitated customer interaction and feedback.
- Directed the design and development of websites and content management systems.
- Drove the design and launch of Orange Fibre Demo Experience, an in-store experience designed to promote retail sales by helping demonstrate the benefit of Orange's fiber network over the Asymmetric Digital Subscriber Line (ADSL).
- Contributed to the design and development of Captain Feedback, a Slack chatbot that facilitated quick structured internal feedback for teams.
Technologies: Sketch, Adobe CC, HTML, CSS, WordPress, Content Management Systems (CMS), Product Design, Product Strategy, Product Management, Wireframing, Web Design, Web Applications, Information Architecture (IA), UX Design, UI Design, Web App Design, SaaS Design, Early-stage Startups, MVP Design, Dashboard Design, Concepting, Corporate Websites, Responsive Web Design (RWD), Workflow, Data Visualization, Web UX, Web UI, High-fidelity Mockups, Minimalism, Mockups, User Journeys, Mobile Design, Mobile App Design, Prototyping, User Flows, Visual Design, Websites, User Interface (UI), Landing Pages, UX Research, UX Audits, Branding, User Experience (UX), WordPress Themes, Landing Page Design, CRM Design, Web App UX, Web App UI, Social Media, Digital Marketing Design, Digital Design, Web UI Design, Design Systems, Web Page Mockups, Web UX Design, Design Reviews, Design Consultation, Visual Design Language, UI Audits, Dashboards, B2B, WordPress Design, Web Usability, UX Prototyping, UX Wireframes, Graphic Design, Interaction Design (IxD), Startups, Web Platforms, Enterprise Design, Monetization, Architecture, Feature Prioritization, User Experience Design, Website Conversion, Digital Product Design, Stakeholder Management, Complex Application User Interfaces (UI), Mobile UX Design
Designer
2013 - 2014
Meigo Design Studio
- Produced and launched Huawei's 2014 Mobile World Congress exhibit, including UX and UI design, experience, and event in partnership with Huawei's in-house design, architectural, and engineering teams.
- Developed the strategy for large-scale exhibits and events.
- Designed spacial, experiential, and graphic designs for exhibits and events.
Technologies: Adobe CC, UX Design, UI Design, Web App Design, SaaS Design, MVP Design, Dashboard Design, Concepting, Corporate Websites, High-fidelity Mockups, Minimalism, Mockups, User Journeys, Prototyping, User Flows, Visual Design, Websites, User Interface (UI), Landing Pages, UX Research, UX Audits, Branding, User Experience (UX), Digital Design, Visual Design Language, B2B, Graphic Design, Interaction Design (IxD), Startups, Enterprise Design, Feature Prioritization, User Experience Design, Stakeholder Management
Education
2008 - 2013
Bachelor of Fine Arts Degree in Graphic Design, Art History
Boston University - Massachusetts, USA
Certifications
JANUARY 2021 - PRESENT
Full-stack Web Development Bootcamp
London App Brewery | Udemy
JANUARY 2019 - PRESENT
Certified ScrumMaster (CSM)
Scrum Alliance
Skills
Tools
Adobe CC, Adobe, Sketch
Languages
Visual Design Language, HTML, CSS, JavaScript
Platforms
Figma, WordPress, Shopify, iOS
Industry Expertise
Architecture, Fashion & Beauty
Other
Typography, Product Design, Web Design, Interaction Design (IxD), Wireframing, Responsive Design, Style Guides, Feature Planning, User Research, Dashboard Design, User Experience (UX), User Interface (UI), Web Applications, UX Design, UI Design, Web App Design, Early-stage Startups, Concepting, Corporate Websites, Responsive Web Design (RWD), Workflow, Web UX, Web UI, High-fidelity Mockups, Minimalism, Mockups, User Journeys, Prototyping, User Flows, Visual Design, Websites, Landing Pages, UX Research, UX Audits, WordPress Themes, Landing Page Design, Web App UX, Web App UI, Digital Design, Web UI Design, Design Systems, Web Page Mockups, Web UX Design, Design Reviews, Design Consultation, UI Audits, Dashboards, B2B, WordPress Design, Web Usability, UX Prototyping, UX Wireframes, Startups, Web Platforms, Enterprise Design, Feature Prioritization, User Experience Design, Digital Product Design, Stakeholder Management, Complex Application User Interfaces (UI), Graphic Design, Mobile App Design, Information Architecture (IA), Product Strategy, User Testing, Content Management Systems (CMS), Branding, Mobile Apps, Content Strategy, SaaS Design, MVP Design, Data Visualization, Mobile Design, Mobile UI Design, Mobile App UI, CRM Design, Social Media, Digital Marketing Design, Website Conversion, Mobile UX Design, React, eCommerce, Shopify Theme, Liquid, Agile Sprints, Node.js, Express.js, Sass, Squarespace, Product Management, Market Research, Competitive Analysis, Responsive Web Apps, Mobile Applications, Testing, Museums & Exhibits, Experience Design, Design Strategy, Full-stack Development, Content Management, Responsive UI, High-fidelity Prototypes, Monetization
Experience
- Web Applications - 10 years
- Dashboard Design - 10 years
- Product Design - 10 years
- Product Strategy - 8 years
- Mobile App Design - 8 years
- Figma - 5 years
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