Design Leader · Irvine, California
Keeping the why human, as AI rewrites the how.
15+ years shaping complex digital products and services. For the past 6, leading teams through transformation at scale — in industries where the stakes are high and the processes are human. In an age where AI accelerates delivery, I bring the strategic clarity to ensure we're still solving the right problems for real people.
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 of experience shaping digital products and services across financial services, insurance, and enterprise technology.
For the past 6 years I've led design teams rather than contributing as an IC — which means my craft is now less about pixels and more about clarity of direction, building team capability, and keeping work anchored to real human needs.
In a moment where AI is compressing the "what" and the "how" of design, I believe the most valuable thing a design leader can do is protect the "why" — and make sure it's legible to everyone in the room.
Based in Irvine, California. Open to senior design leadership roles globally.
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
Principal Consultant - Experience Design Lead
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 senior design leadership opportunities — head of design, VP, or principal roles where strategic clarity and team leadership matter as much as craft.
Oscar Choi
© 2026 · Irvine, California