Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

Hi, I’m Hyeona Lee, a product and brand designer based in New York. I specialize in end-to-end design for B2B SaaS products, crafting cohesive experiences that blend user research, UX strategy, and strong visual identity. I enjoy turning complex requirements into intuitive interfaces and scalable design systems. I thrive working cross-functionally across product, engineering, and marketing teams to deliver reliable, inclusive, and delightful experiences that support business goals and growth.…Hi, I’m Hyeona Lee, a product and brand designer based in New York. I specialize in end-to-end design for B2B SaaS products, crafting cohesive experiences that blend user research, UX strategy, and strong visual identity. I enjoy turning complex requirements into intuitive interfaces and scalable design systems. I thrive working cross-functionally across product, engineering, and marketing teams to deliver reliable, inclusive, and delightful experiences that support business goals and growth.

Hyeona Lee

Product Designer, Brand Designer, UX Designer, +3





Hi, I’m Hyeona Lee, a product and brand designer based in New York. I specialize in end-to-end design for B2B SaaS products, crafting cohesive experiences that blend user research, UX strategy, and strong visual identity. I enjoy turning complex requirements into intuitive interfaces and scalable design systems. I thrive working cross-functionally across product, engineering, and marketing teams to deliver reliable, inclusive, and delightful experiences that support business goals and growth.…Hi, I’m Hyeona Lee, a product and brand designer based in New York. I specialize in end-to-end design for B2B SaaS products, crafting cohesive experiences that blend user research, UX strategy, and strong visual identity. I enjoy turning complex requirements into intuitive interfaces and scalable design systems. I thrive working cross-functionally across product, engineering, and marketing teams to deliver reliable, inclusive, and delightful experiences that support business goals and growth.

Available to hire

Hi, I’m Hyeona Lee, a product and brand designer based in New York. I specialize in end-to-end design for B2B SaaS products, crafting cohesive experiences that blend user research, UX strategy, and strong visual identity. I enjoy turning complex requirements into intuitive interfaces and scalable design systems.

I thrive working cross-functionally across product, engineering, and marketing teams to deliver reliable, inclusive, and delightful experiences that support business goals and growth.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

Korean

Fluent

English

Advanced

Work Experience

Product & Brand Designer at STAMP

September 1, 2023 - December 1, 2023

Led end-to-end B2B SaaS suite design, incorporating 26+ user research and competitive analysis insights across 3+ rounds of usability testing.

Product & Brand Designer at Eleven Plus

June 1, 2025 - Present

Redesigned match navigation with tag-based filters to support global expansion, reducing search time by 40% and minimizing scrolling friction; systematized loading states by defining 5 contextual patterns to improve perceived performance and reduce engineering handoff friction; built an AI-driven workflow for NFT badges and gamification assets to accelerate design iteration while maintaining brand consistency.

Design Intern (Graphic & UI/UX) at Digital Services

June 1, 2024 - August 31, 2024

Optimized newsletter UX by unifying CTA placement for 100% cross-device consistency, resulting in a 15% increase in conversion intent; established the first newsletter archive system and streamlined publishing workflows; designed web and digital banners and produced print materials for company events.

UX/UI & Brand Designer at Council on Foreign Relations (CFR)

June 1, 2020 - January 1, 2021

Revamped Auto Hub interface, reducing search time by 20% and streamlining the comparison flow; collaborated on the pre-registration platform for the Naver Cloud AI Summit for 2,000+ attendees; led the brand identity design for TalkPlus B2B SaaS chat solution and contributed to its landing page IA and layout to support growth to 10M+ cumulative users.

Freelance Designer & Graphic Design Intern at Axis1, Case Agency, Brand Bureau, and Teneo

June 1, 2018 - December 31, 2019

Designed branding, packaging, and editorial materials across diverse client projects.

Freelance Designer & E-commerce Entrepreneur at Self-Employed

January 1, 2021 - December 31, 2023

Developed branding including logos, brand guidelines, and print/digital materials for clients; founded and managed a lifestyle e-commerce brand, growing Instagram to 1,500+ followers.