Get to know me ↴
Work / World

Hi! My name is Elaine. I’m a seasoned design strategy leader based in New York, specializing in digital products and omnichannel experiences. My passion lies in connecting consumers with meaningful products and brand purposes.

A black and white portrait of Elaine, owner of the site, folding her arms and smiling at the camera. The photograph is surrounded by two geometric animations, one depicting a moving circle and the other a moving diamond.

My journey in design leadership, spanning companies such as Mejuri, Away, Condé Nast and other notable agencies, has been defined by my commitment to creating customer-focused experiences that drove brand love and business growth.

How I lead ↴

INNOVATION
STRATEGY

Define differentiated offerings, excel at zero-to-one design process and continuous iteration approach to create impact.

  • Opportunity assessment
  • Business alignment
  • Solution discovery

CUSTOMER
FOCUS

Instill a deep understanding of customers through mixed method research and data analysis.

  • Customer segmentations
  • Journey mapping and creation
  • Voice of customers

CROSS-FUNCTIONAL
PARTNERSHIP

Mobilize the organization, facilitate productive conversations, and reach impeccable agreements.

  • Co-creation and facilitation
  • End-to-end service design
  • Roadmap planning and communication

DRIVE
RESULTS

Set goals and solve problems with a deep sense of clarity, commitment, and bias for action.

  • Vision and goal setting
  • Critical thinking and decision making
  • Prioritization and accountability

TEAM
DEVELOPMENT

Hire, manage, and mentor people; promote growth and learnings for individuals and as a cohesive team.

  • Value-driven culture
  • Diversity and inclusion advocacy
  • Feedback through radical candor

The best strategy is worthless if it’s not executed well. Throughout my career, I’ve consistently set ambitious visions, scaled practices, and led teams to build impactful products and intentional brands.

My team outcomes ↴

An ipad displaying a Condé Nast Traveler Barcelona Guide being held in a stylistic setting and natural lighting.Two desktop screens of Away, depicting the user interface design of its website: a homepage and a product listing page.Five iphone screens of Mejuri's mobile app laid out side by side. The screen depicts five features (in order from left to right): personalization of content by preferred styles, the ability to favorite products, an animated loading introduction to the brand, closest store details and appointment booking, and a directory to shop by category.
‍CONDÉ NAST TRAVELER Website redesign transforming world-class editorial into reimagined travel itineraries

AWAY Thoughtful shopping journeys and dynamic brand storytelling across digital touchpoints to inspire travel
A headshot of a woman with a Mejuri ear stack overlaid by three suggestive, partial mockups of framework documentation. Three rotating graphics of M+, Mejuri's loyalty program, depicting playfully: a stack of jewelry boxes, in-store environment, and mobile mockups of a birthday perk.Allure's Best of Beauty chatbot user interface shows a conversation of product recommendations against a bold backdrop portraying closeups of makeup products.
MEJURI Insights-backed loyalty program experience design to reward members and foster community

ALLURE Best of beauty chatbot delivers product recommendations with fun, relatable memes
Detailed case studies and full team credits available on request.

Reach out ↴

I’m always excited to connect with like-minded professionals and explore new horizons in the world of design. Let’s connect on Linkedin or say hi@elaineshum.com.

© Elaine Shum
Have a good one!