https://www.isabelqzchen.com/work daily 1.0 2026-03-03 https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1633040505617-1QXRQRTU4OCEKM86RPLG/personal.png Home - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/6f5b0a4e-ec64-4783-b541-e6b4dbbb1a09/Landing.png Home - American Eagle | Aerie iOS Navigation Optimisation How did we promote cross-brand shopping and help users find what they need faster? SEE CASE STUDY https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/3b986248-ddc8-49b3-8fa9-ccfd1abd5670/Landing.png Home - American Eagle | Aerie iOS Home Tab Evolution How did we break sales records by updating the home tab content? SEE CASE STUDY https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/7ef2572e-8186-47c5-87e8-2d93af3739a0/em_Landing.jpg Home - Theranova Medical Research App How did we build a medical research app that is engaging and compliant? SEE CASE STUDY https://www.isabelqzchen.com/about-me daily 0.75 2026-02-10 https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/bf5cf0f9-60c5-4a08-b55a-d003ae3d7773/PAPER_03_046_final.jpeg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/2048d8de-d0b2-4577-bcac-cee210cfb3b9/look+1%281%29.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/643e41de-16e2-42af-af7f-26951df97a57/13872727_10100419293549507_3940969999998745150_n.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/c42bca84-2785-49e2-bb6a-19cfb9bc4e04/Screen+Shot+2021-08-23+at+9.28.47+AM.png About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/c032c293-b9cb-4778-be66-17d912e74ec0/PAPER_10_004_final.jpeg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/a01b3f74-feb4-43ed-83eb-103831c74eea/look+2.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/ffdbb064-8e9e-486e-98a9-59164c977842/13221089_10100384411283847_9128773135764500311_n.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/fd31a3dd-1648-48aa-922e-faf634c74e0f/Screen+Shot+2021-08-25+at+1.38.02+PM.png About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/b107443e-3ac5-495c-9cdf-2ede02bfff2f/PAPER_27_052_final.jpeg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/ee30ce4f-01f6-4bdd-9860-769d5e6ef9cb/look+4_nostrap.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/981fb433-6340-4d0e-930b-acc0debbb3f6/14947694_10100466402727337_5747564665659693422_n.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1ce5afba-5516-45d8-b28c-5cbb14b868aa/Screen+Shot+2021-08-23+at+9.28.38+AM.png About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/e9c11abc-8395-48f0-b6dc-0dfa79ee4702/PAPER_28_002_final.jpeg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/850be4f8-9de5-438d-8937-309bfbabf941/look+9.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/30fd7943-e6bf-4fa2-920b-d119d4af5b10/13177245_10100384411278857_4162670833548021788_n.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/96296201-a61d-4401-8d01-0d5e8b70e1ef/Screen+Shot+2021-08-25+at+1.37.49+PM.png About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/2c0af478-76cb-4601-9d63-77c9d5dd00ff/PAPER_01_035_final.jpeg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/0f02c397-a338-4c46-b1c5-d9ab56d6fac7/look+17.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/8667ad3a-39c7-4cbe-bcac-d2c83935f727/Screen+Shot+2021-08-23+at+9.30.41+AM.png About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/8e211133-069b-4510-a3da-e9ae0fcaca37/IMG_4544.JPG About Me - Who is Isabel? I am a product designer born in China, raised in Canada, and seasoned in the US and the UK. In another life, I was a fashion designer because I wanted to use beauty to “make the world a better place”. However, when I eventually discovered product design. I realised that product design allowed me to do just that by focusing on the user. I have a profound appreciation of beauty, functionality and evidence-based designs. I believe that “God is in the detail” and that being a good designer means being a lifelong learner. I overshare on @isabelqzchen & raid my mom’s closet @closetdmama. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1629920985835-FEQ2WF91EJGIE2ZYCWGL/PAPER_14_021_final.jpeg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1629921950993-C1K3EEGRE4V0T9SP9AD3/paper0.jpg About Me - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1629921918540-ZW2449XL1SW6WEUQP29N/PAPERA.jpg About Me - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1629921495255-UBN37LPV8AF3TULB3LFI/look+24.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1629922711752-YFTNYVCWXXN5UB7ZQZXF/13151657_10100384411363687_8878745508656844494_n.jpg About Me - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1629922689147-3WGJ4YF76EOZ5M2H2P3P/13227215_10100384411318777_7461540679186449921_n.jpg About Me https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1629923940007-YNL9JJ1TWDDNCXMS8ZL2/11210504_10100231006024217_345166910653296236_n.jpg About Me - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1629923913865-DJ0JCKRWWYMYM1G4W3XZ/Screen+Shot+2021-08-25+at+1.37.41+PM.png About Me https://www.isabelqzchen.com/my-work daily 0.75 2026-03-03 https://www.isabelqzchen.com/my-work/theranova-embld monthly 0.5 2026-02-18 https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634418041200-NYDI1NS8DYUO6D1XQZQK/Frame+367.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634343259062-FXV4W615FPCJX2JAM3YA/Frame+1.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634432856475-VDOB73SZCF8L2R0RW3O4/Frame+368.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634344364670-MK5YEJ5AGJ88IXZGCFLN/PLUSES+DELTA.png Product Design - Theranova Medical Research App https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634432630298-NFHV04MKKFZCLW2TFW4Y/Frame+8.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634432558035-8JIR5YWIXK2QCS9FWDNW/Frame+2.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634346856623-7VF3BQR9ENR8QDQ8D1CL/PRIMARY.png Product Design - Theranova Medical Research App https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634346886869-VZW8OMW70ALMA173NXFC/SECONDARY.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634347339196-ZU1QTEZLEK23DR7OXACO/Journey+map.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634432483795-9AWIKSJNKWTF830YKH3A/Frame+9.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634348908260-O4X0MS9POYDMDW1LBGSG/Desktop+-+1.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634349073795-TTTRPKZQPM7MYCSSX2OS/Frame+3.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634406473582-W26D37S2WA0NGRT6NLI1/Desktop+-+2.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634405416596-Q5X4SU5LQ55FNTA6BERW/ezgif.com-gif-maker+%281%29.gif Product Design - Theranova Medical Research App https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634405619844-QMBVG49RTTBUV8X6X2JS/ezgif.com-gif-maker.gif Product Design - Theranova Medical Research App https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634405839952-B198K5TVGP91MF2HSMOC/ezgif.com-gif-maker+%282%29.gif Product Design - Theranova Medical Research App https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634405076165-O9T7J80ZZI6MKETAQNQW/Screen+Shot+2021-10-16+at+1.24.10+PM.png Product Design - Theranova Medical Research App https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/1634409083130-ZIIZX4CD5M38Q6BGLA4Z/Desktop+-+3+%281%29.png Product Design - Theranova Medical Research App - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.isabelqzchen.com/my-work/home-evolution monthly 0.5 2026-02-18 https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/ed32fe61-3db8-4c24-a25e-5d94aad020c0/Landing.jpg Product Design - American Eagle | Aerie iOS Home Tab Evolution - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/5242958a-ebfe-4a93-ac01-8f3c6fe989a5/Competitive+1.png Product Design - American Eagle | Aerie iOS Home Tab Evolution - Approach #1: 61% of competitors have the same (mirrored) web and app content with the addition of mobile app-specific content. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/bf45a8d8-fb55-4ab4-ab86-4d8332b51ed8/Competitive+2.png Product Design - American Eagle | Aerie iOS Home Tab Evolution - Approach #2: 26% of competitors have unique web and mobile app content. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/e3a9acb4-e6cf-425f-8f9a-695736b3963a/Competitive+3.png Product Design - American Eagle | Aerie iOS Home Tab Evolution - Approach #3: 13% of competitors have the same (mirrored) web and mobile app content. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/afb48927-1bda-4eca-b324-c0ca854d4870/usability.png Product Design - American Eagle | Aerie iOS Home Tab Evolution - “It’s so intuitive…it’s funny because it has everything that I just said I wanted!” — 35, female. Income: $20,000 - 39,999 https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/6e41b5c9-f279-4169-b6b1-a6485015fd24/Phase+1.jpg Product Design - American Eagle | Aerie iOS Home Tab Evolution https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/5ea60270-ef7e-41c4-b0ff-b85c6856fd31/Phase+2.jpg Product Design - American Eagle | Aerie iOS Home Tab Evolution - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/cb4b8a31-af82-4c37-ab34-7b52a494d0af/Phase+3.jpg Product Design - American Eagle | Aerie iOS Home Tab Evolution - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/e76cbf67-c64f-444c-bd60-a6feec82376f/Phase+4.jpg Product Design - American Eagle | Aerie iOS Home Tab Evolution - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.isabelqzchen.com/my-work/bottom-nav monthly 0.5 2026-03-03 https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/be0cf76f-adce-4fc3-9662-c2b3fe95e4df/Landing.png Product Design - American Eagle | Aerie iOS Navigation Optimisation - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/45a79446-ee9b-4193-af64-ea959cd1dfa8/problem.jpg Product Design - American Eagle | Aerie iOS Navigation Optimisation - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/be642bfd-dac8-4bcd-b934-549c4cdc7e32/Competitive+1.jpg Product Design - American Eagle | Aerie iOS Navigation Optimisation - Takeaway #1: 91% (21/23) have separate “Home” and “Shop” tabs in the bottom navigation bar. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/a1659e63-edbd-4946-85a7-d326bafebd31/Competitive+2.jpg Product Design - American Eagle | Aerie iOS Navigation Optimisation - Takeaway #2: 82% (19/23) use icon + copy. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/97c8d736-1a4f-4463-a5ab-d7ca6dd7cc22/Competitive+3.jpg Product Design - American Eagle | Aerie iOS Navigation Optimisation - Takeaway #3: For promotional content, 52% (12/23) use a house icon. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/5cee6b01-c420-4106-83d8-0e0ef3bf6c83/Competitive+4.jpg Product Design - American Eagle | Aerie iOS Navigation Optimisation - Takeaway #4: For category shopping, 43% (10/23) use an hourglass and menu combined icon. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/d78c4a23-cf95-4aec-924d-7280414cb39f/Test+1.jpg Product Design - American Eagle | Aerie iOS Navigation Optimisation https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/c4fff59a-22fe-412a-be9f-19653385e624/Test+2.jpg Product Design - American Eagle | Aerie iOS Navigation Optimisation - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/5cad8c4c-86cf-4c03-86fa-f4a2134dcf95/Test+3.jpg Product Design - American Eagle | Aerie iOS Navigation Optimisation - Make it stand out Whatever it is, the way you tell your story online can make all the difference.