Located in San Francisco California. I focus 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 staffed at Instacart working on design systems.

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

Instacart

JUN2024-PRESENT

Sr Product Designer II

Fisker

FEB2022-FEB2024

Sr Product Designer

First Person

DEC2016-JAN2022

Designer/Art Director

  • Scaled Caper Cart design system 0-1 with design systems team. Released 50 components in figma and 10 in code supported by over a hundred of semantic level tokens powering themes across whitelabel apps in six months.

  • Led multiple major system level atomic migrations for color, type, and atomic level components. Hundreds of hardcoded values, xml styles, and outdated tokens remapped and replaced with new definitions.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 which converted 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 plugin 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 team enabling them to publish centralized campaign specific shopping pages which were used for holidays and the last two Super Bowl campaigns which drove about $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.