
Caroline Ma
Verified Expert in Design
Designer
Paris, France
Toptal member since September 2, 2022
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
Work Experience
Product Consultant
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.
Vice President of Product Strategy
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.
Creative Director
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.
Design Lead
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.
Designer
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.
Education
Bachelor of Fine Arts Degree in Graphic Design, Art History
Boston University - Massachusetts, USA
Certifications
Full-stack Web Development Bootcamp
London App Brewery | Udemy
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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