Design Leader · Irvine, California
Keeping the why human, as AI rewrites the how.
15+ years shaping complex digital services and experiences, the last 6 leading teams through transformation at scale, in industries where the stakes are high and the processes are human. AI is making delivery faster, but speed alone isn't value. The hard part is designing the service and judgment around it so it actually works in practice, for real people. That's the work I lead.
open to opportunities
Selected work
3 case studies
Insurance
Leading the digitisation of insurance claims journeys
Managing a team of service designers to redesign journeys across simple self-service and complex human-guided insurance claims.
Design Leadership
Service Design
Digital Transformation
Operational Complexity
Journey Transformation
Banking
Designing an AI call-assist tool for the bank's fraud detection team
Helping fraud analysts reduce cognitive load and improve decision-making during live customer calls.
AI Product Design
Design Leadership
Human-AI Interaction
Enterprise UX
Workflow Design
Financial Services
Transforming Aviva's digital support experience to increase self-service
Leading a cross-functional team to simplify support content and reduce reliance on call centres.
Design Leadership
Content Strategy
Information Architecture
UX Strategy
Digital Transformation
About
Design is still a human act.
I'm Oscar, a design leader with 15+ years shaping complex digital services and experiences across financial services, insurance, and enterprise technology.
For the past 6 years I've led design teams, with a focus on clarity of direction: building team capability, aligning stakeholders, and keeping the work anchored to real human needs. I stay close to the design work and get hands-on where it counts.
There's no shortage of AI ambition right now, and no shortage of noise. The harder question is where it genuinely creates value, and what it actually takes to get there: the full context, the operational reality, and the work of adoption. That's the part I lead, separating real opportunity from hype and making products and services usable for the people and processes it affects.
Based in Irvine, California. Open to senior design leadership roles across the US.
Leadership
Team Leadership
Design Strategy
Stakeholder Alignment
Hiring & Mentoring
Practice
Service Design
Journey Mapping
Design Systems
UX Strategy
Content Strategy
Emerging
AI Product Design
Human-AI Interaction
GenAI Workflows
Experience
2021 - 2026
Experience Design Lead (Principal Consultant)
Capco · Financial Services
2021
Design Lead
BP · Energy
2020
Lead UX Designer
Legal & General · Financial Services
2018 - 2020
Senior UX Consultant
Dentsu Aegis Network · Marketing
2017 - 2018
Senior UX Designer
Aviva · Financial Services
2016 - 2017
Senior UX Designer
Pearson · Publishing
2013 - 2015
Senior User Experience Consultant
Deloitte Digital · Consulting
Contact
Let's work
together.
Open to Principal, Product/Service Design Lead, or Senior Design Manager roles where strategy and team leadership matter as much as craft.
Oscar Choi
© 2026 · Irvine, California