Fifteen years of design experience in complex environments where regulation, legacy operations and customer experience all have to hold at once. Over six years leading cross-functional teams of research, design and delivery, working closely with the wider stakeholder groups around them. Recently that's included AI: I led design on a Gen-AI tool for a bank's fraud team, giving analysts more capacity to detect fraud and better outcomes for customers.

Selected work

Insurance · VIA CAPCO
Leading the digitization of insurance claims journeys
Managing a team of service designers to redesign journeys across simple self-service and complex human-guided insurance claims.

Banking · VIA CAPCO
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.

Financial Services · VIA CAPCO
Transforming Aviva's digital support experience to increase self-service
Leading a cross-functional team to simplify support content and reduce reliance on call centers.
About
How I lead.
I'm Oscar, a design leader with fifteen years in complex digital services, mostly financial services, insurance and enterprise technology. For the past six years I've led teams across a variety of projects, and the thing I care most about is clarity of direction: getting the team, the stakeholders and the constraints pointed at the same problem, then staying close enough to catch it when they drift apart.
I set direction and then get out of the way where I can but I stay hands-on where it matters most. On the call-assist project, for example, I ran discovery myself. Otherwise I'd rather have people I trust get on with it, and come to me for alignment, quality and to build on ideas together. I can be stubborn about understanding something properly, and I'll proactively chase clarity even after I've let a project move forward without it.
Based in Irvine, California. Open to Product/Service Design Lead and Senior Design Manager 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 - Contract
BP · Energy
2020
Lead UX Designer - Contract
Legal & General · Financial Services
2018 - 2020
Senior UX Consultant - Contract
Dentsu Aegis Network · Marketing
2017 - 2018
Senior UX Designer - Contract
Aviva · Financial Services
2016 - 2017
Senior UX Designer - Contract
Pearson · Publishing
2013 - 2015
Senior User Experience Consultant
Deloitte Digital · Consulting
Contact
Let's work
together.
Open to Product/Service Design Lead, or Senior Design Manager roles where strategy and team leadership matter as much as craft.
Oscar Choi
© 2026 · Irvine, California