Work Experience

Product Designer - PUIG (Penhaligon's) - Fulltime

  • Collaborated with cross-functional teams to deliver a white-label project, building up Design system and develop various components for business demanding.

  • Upgrade the whole website and developed a comprehensive design system for in-house brand, such as L’artisan Parfumeur, Penhaligon’s, KAMA Ayurveda, LOTOS, and Dr. Barbara Sturm.

  • Working closely with the development, brand, and e-commerce teams, while presenting innovative ideas across various directions.

L'artisan Parfum Web Upgrade
White Label Design System
check project >>
check project >>
lotodelsur Website >>
Penhaligon's website >>
Product Designer - Cheil Worldwide / Ogilvy / Serviceplan - Contractor

  • Led UI/UX design for Volkswagen ID.Hub, responsible for interactive designs, wireframes, prototypes, content architecture, and building reusable components and design system.

  • Designed the NFT project ZMAX website as the main UI/UX designer with 2MR Lab, leading wire framing and UI/UX efforts, also preparing the animation and export json file to developers.

  • As a creative director, implemented the global launch campaign of Smart #1 concept car from idea to producing.

Volkswagen ID. Hub

check project >>

Smart #1 Campaign

check project >>

HUAWEI Laptop AD Campaigns

Group Head of Art - Cheil Worldwide - Fulltime

  • Managed multiple advertising campaigns and digital products for Samsung's phone product line, ensuring alignment with brand and visual identity.

  • Addressed design issues proactively, providing effective solutions and enhancing team efficiency.

  • Trained and mentored junior artists and designers, fostering a collaborative culture and improving overall team performance.

Samsung Phone Campaigns

Samsung Celebraty Campaigns

Senior Digital Art Director - Serviceplan - Fulltime

  • Led UI/UX design for BMW Loyalty Programme and BMW One Account apps, overseeing ideation, execution, and delivery. Conducted user research, wire framing, prototyping, and UI design.

  • Developed mobile games for Porsche's CRM to improve customer relationships.

  • Designed landing pages, dashboards, and online applications using Photoshop and XD software.

  • Revamped existing websites to enhance navigation, visuals, and search engine rankings.

BMW Loyalty Programme

check project >>

BMW One Account

ZMAX Lading page

Senior Digital Designer - VML - Fulltime

  • Created digital image files for use in digital and traditional printing methods.

  • Developed creative design for marketing packages, including print materials, brochures, banners and signs.

Interface/ Interactive Designer - Interone - Fulltime

  • Completed full redesigns of Canon websites to improve navigation in Chinese version. Designed print materials such as brochures, banners and signs for BMW / Canon / Hilton, etc.

A Chinese fashion and documentary photographer based in London, with a focus on religious culture, public health, and women and girls’ issues. With many years of experience visiting Tibetan regions, she documents and explores religious practices, paying particular attention to cultural erosion and the preservation of minority traditions.

Fashion/ Documentary Photographer

Press
Awards

  • Art Show International Gallery 6th Talent Prize Awards

  • 8th Luxembourg Art Prize 2022 Finalist

  • Athens Photo Festival 2022 Shortlist

  • 17th Arte Laguna Prize Finalist

  • Format Photo Festival 2023 Long-list

Exhibition

  • London Contemporary Art Fair 5th Edition Exhibition, London, UK

  • London College of Fashion Exhibition, Victoria House, UK

  • VENICE CANVAS International Art Fair 2022, Venice, Italy

  • CANVAS INTERNATIONAL ART FAIR 2023, Venice, Italy

  • 19th Julia Margaret Arte Cameron Award Exhibition, Barcelona, Spain

  • 17th Arte Laguna Prize Finalist exhibition, Venice, Italy

Back To Top

Email: reikocui@gmail.com

Hi I'm Liling, a London based product designer with senior experience across luxury e-commerce, global automotive, and technology brands, delivering end-to-end digital products. Strong expertise in user interface, wireframing, prototyping, UAT, data-driven optimisation, and new feature development. Proven track record of building scalable design systems and product foundations aligned with brand guidelines and tonality, while collaborating closely with product, engineering, and commercial stakeholders to drive measurable business impact.

Previously a Digital Art Director in advertising, leading creative campaigns for BMW, Porsche, MINI, Samsung, and HUAWEI. Brings a deep understanding of UI, brand tone, and visual storytelling into scalable, conversion-focused product design.