Located in San Francisco California. My focus is on building design systems that scale, helping guide the use of AI tools within design, and pushing infrastructure improvements. I love empowering design ICs through clear ways of working and ops. I have a rigorous and pragmatic design style that drives implementation. Outside of work I take photos, explore the outdoors, and watch films.

Currently at Instacart working on design systems.

Reach out to me at eliwoo.design@gmail.com

Instacart

Sr Product Designer II
Jun 2024 — Present

Fisker

Sr Product Designer
Feb 2022 — Feb 2024

First Person

Designer/Art Director
Dec 2016 — Jan 2022

  • Scaled Caper Cart design system 0-1 with design systems team. In 6 months released 50 Figma components and 10 to code supported by 100+ semantic-level tokens powering themes across whitelabel apps.

  • Led multiple major system level atomic migrations for color, type, and atomic-level components. Hundreds of hardcoded values, XML styles, and outdated tokens mapped and replaced with new definitions. Worked with designers, program managers, and engineers to VQA thousands of issues by feeding screenshot tests into custom tooling built with Cursor converting them into trackable tickets in JIRA, sorted by delta percentage.

  • Designed, instigated, and ran rituals to help reduce pattern fragmentation, establish standard design guidance, and create a centralized source of truth across product pillars.

  • Worked with Design Technologists to design and launch Figma plugins to automate the manual task of filling CPG and item content into mocks, accelerating design work and increasing accuracy of data for higher fidelity storytelling.

  • Designed and launched a tooled self-serve web page builder for the marketing teams, enabling them to publish centralized campaign-specific shopping pages. This work supported heavy-traffic holiday campaigns, and the last two Super Bowl campaigns which drove ~$19M(2025) and ~$17M(2026) in incremental GTV on top of baseline performance.

  • Lead designer for Fisker mobile app which was released on iOS and Android to over 10,000 vehicle owners and users during the company's first vehicle launch.

  • Built multi-platform design system 0-1 including, grids, type ramp, colors, tokens, and components. Initiated workstream with development teams to create UI-SDK based on componentized design which was adopted on android and web; built on Jetpack Compose and Material UI.

  • Worked with integrated engineering and cloud engineering teams to define, roadmap, and implement connectivity features for the companion app like lock-unlock, climate, vent, locate, open tailgate, and check status.

  • Lead teams of 4-6 freelance and staff designers on various marketing, brand, and digital product projects for clients like Google, VMware, Nvidia, Square, Blackberry, Siemens, GE, Cisco, Schindler, MondoDB, and Home Depot.

  • Designed content for large wall installations, touchscreen installations, interactive 3D on web, physical media, augmented reality, websites, and web video.