Design owner for Snapchat+, driving product direction and subscriber experience. Grew the subscription from 3M to 24M subscribers over two years by defining the roadmap with PMs and pitching major features directly to CEO Evan Spiegel.
View case study →Leading design strategy for Snap's ad formats, a key product area of our $5B ad business. Owned the 0→1 design of Sponsored Snaps, Dynamic Product Ads, and other formats—defining user experience, guardrails, and interaction models for ads across Snapchat's most sensitive surfaces.
View case study →Redesigned the Smart Campaigns signup experience from 13 steps with 14.5% conversion to a streamlined flow with +7.94% improvement. Built campaign management tools and auto-generated landing pages adopted by 90k+ advertisers.
View case study →Redesigned the Google Shopping homepage with personalized product discovery and confidence-building features. Drove +22.59% increase in Add to Carts and +5.65% whole page engagement.
View case study →Hey there! My name is Shuang Li, a product designer with 10+ years of experience building products used by millions of people. I love turning ambiguous, high-stakes problems into clear, intuitive experiences that feel good to use. I currently lead design for Snapchat+ and ad formats at Snap, and before that I spent several years at Google designing across Google Ads, Shopping, and Chrome.
When I'm not designing, you'll probably find me bouldering. I love climbing outdoors at places like Bishop and Red Rocks; the problem-solving, the fresh air, and the community are my favorite way to reset.
A lifetime ago, I ran a small YouTube channel teaching Mandarin-speaking climbers. It was niche but fun, and every now and then someone still recognizes me at a climbing gym, which always makes me laugh.
Outside of work and climbing, I live in Los Angeles with my two young kids and our corgi, Elfo, who collectively keep life delightfully chaotic. I'm also an Airbnb Superhost, which lets me create thoughtful, memorable experiences for people in the real world, not just on screens.
