George Lam — Senior Product Designer
Senior Product Designer
Design that moves products
- Product Design
- UX/UI
- Design Systems
- AI + Design
- +61%
- Passkey adoption
- 4.5/5
- App rating
- +8.3
- SUS score
Results that
moved the product.
I design fintech, e-commerce, and consumer products at Paidy, Philip Morris Japan, and Rakuten—turning complex journeys into clear experiences.
WORK THAT
MATTERS.
Selected results: 61% more Passkey adoption and 15.28% higher e-commerce conversion.
Where I’ve
worked.
Senior Product Designer based in Tokyo, specializing in fintech, growth, design systems, and complex product experiences.
Paidy
Authentication and experimentation, merchant dashboard and component design, and a shared UX validation process.
Philip Morris Japan
Research and UI design for the localized IQOSPHERE loyalty experience across web and LINE.
Rakuten
Rakuten Travel booking journey and the launch of Weekend+, a mobile travel-planning experience.
How I Work
The same habits show up in every project.
Understand the Real Problem
I begin by identifying user needs, behavioral friction, business objectives, and technical constraints before exploring solutions.
Validate with Evidence
I use research, analytics, customer feedback, prototypes, and usability testing to reduce assumptions and validate product decisions before development.
Design for Measurable Outcomes
I connect design decisions to clear success measures, including adoption, conversion, retention, task completion, and operational efficiency.
Build for Scale
I create reusable patterns, component libraries, and design frameworks that improve consistency and help Product, Design, and Engineering work more efficiently.
Collaborate Across Functions
I work closely with Product, Engineering, Research, Marketing, and business stakeholders from problem definition through implementation and validation.
I enjoy solving complex product problems where user behavior, business goals, and technology intersect.
If you’re building products that require thoughtful UX strategy and measurable impact, I’d love to connect.
Selected Projects
Five case studies across fintech, travel, research and digital experiences.
George Lam
I simplify complex products and turn user behavior into measurable growth.
Senior Product Designer (UX/UI) · Fintech • Growth • Design Systems • Product Strategy • AI Workflow
About
I turn complex product journeys into experiences people can understand and trust.
I’m a Senior Product Designer with 8+ years across fintech, e-commerce, and consumer products. My work spans Passkey authentication, merchant tools, travel planning, and design systems in Canada, Hong Kong, and Japan.
I lead cross-functional alignment from discovery through delivery—clarifying product direction, making trade-offs visible, facilitating decisions, and building reusable systems that help Product, Engineering, Research, and business teams move together. I use research and analytics to identify friction, validate decisions with users, and measure what changes after launch.
I use Figma and Claude throughout my workflow for rapid concept exploration, research synthesis, design-system documentation, and testing copy and flow variations before committing engineering time.
How I Work
Understand the Real Problem
I begin by identifying user needs, behavioral friction, business objectives, and technical constraints before exploring solutions.
Validate with Evidence
I use research, analytics, customer feedback, prototypes, and usability testing to reduce assumptions and validate product decisions before development.
Design for Measurable Outcomes
I connect design decisions to clear success measures, including adoption, conversion, retention, task completion, and operational efficiency.
Build for Scale
I create reusable patterns, component libraries, and design frameworks that improve consistency and help Product, Design, and Engineering work more efficiently.
Collaborate Across Functions
I work closely with Product, Engineering, Research, Marketing, and business stakeholders from problem definition through implementation and validation.
Design Philosophy
Design is more than creating polished interfaces—it’s a way to solve meaningful problems.
I believe great products come from understanding human behavior, validating ideas with evidence, and creating experiences that feel intuitive without sacrificing business goals. Whether improving trust, simplifying complexity, or encouraging new user behaviors, I strive to design products that create lasting value for both people and organizations.
Selected Highlights
- 8+ years designing digital products across fintech, e-commerce, and mobile
- Increased Passkey adoption by 61%
- Reduced SMS authentication costs by 30%
- Increased e-commerce conversion by 15.28%
- Contributed to 29.48% growth in returning users
- Improved NPS by 3.25%
- Designed experiences used by millions of users in Japan
- Built scalable design systems, component libraries, and UX validation frameworks
- Experienced across the complete product-design lifecycle
- Fluent in English and Cantonese, with advanced Mandarin and JLPT N3 Japanese
Where I’ve worked
Experience across fintech, travel and consumer products.
Paidy
Senior Product Designer · FintechAuthentication and experimentation, merchant dashboard and component design, and a shared UX validation process.
See the work → 02Philip Morris Japan
IQOSPHERE · Digital experiencesResearch and UI design for the localized IQOSPHERE loyalty experience across web and LINE.
See the work → 03Rakuten Travel
Product / UX Design · TravelRakuten Travel booking journey and the launch of Weekend+, a mobile travel-planning experience.
See the work →Outside of Work
Outside of design, I enjoy traveling, cooking, exploring cafés, and noticing thoughtful product experiences in everyday life. I believe good design exists beyond digital interfaces, and staying curious helps me bring fresh perspectives to my work.
GET IN
TOUCH ↗
I’m open to Senior Product Designer and UI/UX opportunities in Japan and with international teams.
Email: george_jojo@hotmail.ca
Phone: +81 80 6584 6435
LinkedIn ↗
Design system
Atomic design for this portfolio: foundations, atoms, molecules, organisms, templates and pages.
Principles
1. Tokens first: every color, size and motion value comes from a named token. 2. Compose upward: atoms build molecules, molecules build organisms, organisms fill templates. 3. One accent: lime marks the primary action; blue is the brand surface. 4. Accessible by default: 4.5:1 text contrast, 44px touch targets, visible focus, reduced motion respected.
1 · Foundations
Color, typography, spacing, radius, elevation and motion. Edit a token once and the whole site follows.
--ease-out · fast .25s (hover) · base .5s (reveal) · slow .8s (scroll reveal). All motion stops when the visitor prefers reduced motion.2 · Atoms
The smallest reusable parts. They never depend on a page.
3 · Molecules
Atoms combined into one job.
Validate with Evidence
Research, analytics and testing reduce assumptions before development.
4 · Organisms
Complete interface sections made of molecules.
The Challenge
Section title on the left, content on the right; stacks on mobile.
5 · Templates & pages
Organisms placed into page layouts. Breakpoints: 600px and 900px. Pages use a 16px gutter on phones and 32px on desktop.
| Template | Organisms |
|---|---|
| Home | Hero · scrolling strip · results · work rows · experience · approach · footer |
| Projects | Top bar · title · project cards · footer |
| Case study | Top bar · hero card · stats · overview · case sections · gallery · next project · footer |
| About | Top bar · title · portrait · stats · sections · company cards · footer |
| Contact | Title · details · form |
Accessibility checks
| Pair | Contrast |
|---|---|
| Navy on lime (buttons) | 15.6 : 1 |
| White on brand blue | 6.0 : 1 |
| Ink on white | 19.6 : 1 |