https://www.isabelqzchen.com/work daily 1.0 2026-04-25 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/v1/60903214b53e8011eeee5775/6c4349b7-0dfa-4504-a34b-bdab9ef3f1d1/Landing.jpg Home - American Eagle | Aerie iOS Product Recommender How can one recommender generate $8.2M in annual revenue? SEE CASE STUDY 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 2026-04-25 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 2026-04-25 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. https://www.isabelqzchen.com/my-work/recos monthly 0.5 2026-04-25 https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/048b75ee-653d-498e-b90b-6d2329ea2e60/Landing.jpg Product Design - American Eagle | Aerie iOS Product Recommender - 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/v1/60903214b53e8011eeee5775/281f02da-7c50-4eee-9621-1518f7ddbe59/current.jpg Product Design - American Eagle | Aerie iOS Product Recommender - 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/a7409034-a511-4dde-8009-68881a65dbc1/Competitive+1.jpg Product Design - American Eagle | Aerie iOS Product Recommender - Takeaway #1: Adoption Rates - 65% (13/20) of surveyed apps utilise product recommenders 30% (6/20) of apps have 1 recommender. 25% (5/20) have multiple recommenders. 10% (2/20) have an endless scroll for recommended products Apps without recommenders typically favour a minimalist design. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/e0b0fa35-bff6-44dd-88e2-843db17be5f6/Competitive+2.jpg Product Design - American Eagle | Aerie iOS Product Recommender - Takeaway #2: Placement - 62% (8/13) place their recommender at the bottom of the page Notably, because our bag page is longer than the industry average, our "bottom of the page" requires more scrolling and is less visible than competitors' https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/fa8b0422-b1f1-47d2-b46e-836f8c0c7c0d/Competitive+3.jpg Product Design - American Eagle | Aerie iOS Product Recommender - Takeaway #3: Conversion feature - 54% (7/13) has a direct "Add to Bag" call-to-action (CTA) within the recommender. This is most common for simple products that do not require size selection or complex configurations. https://images.squarespace-cdn.com/content/v1/60903214b53e8011eeee5775/e2edd709-00e7-4dc1-9229-e1de9650d35a/Placement.jpg Product Design - American Eagle | Aerie iOS Product Recommender - 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/e283ec59-c56d-4cfb-9530-7d289557cb3d/Design.jpg Product Design - American Eagle | Aerie iOS Product Recommender - 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/a61b757d-c60f-4e07-800a-933cad2bbe3e/AB+Test.jpg Product Design - American Eagle | Aerie iOS Product Recommender - Make it stand out Whatever it is, the way you tell your story online can make all the difference.