Eric Choi
Crafting digital experiences
across desktop, mobile, and AI interfaces
I'm a UX/UI designer who loves solving real problems with thoughtful design.
Over 20 years, I've been designing digital experiences that are not just usable—but memorable. My background in Communication Design from Carnegie Mellon gave me a strong foundation in visual storytelling, and since then, I've had the joy (and challenge) of designing across web, mobile, automotive, IoT, and emerging tech.
Whether I'm building a new product from scratch or refining an existing flow, I bring a human-centered mindset to every step—from UX strategy and wireframes to prototyping, user testing, and collaborating with cross-functional teams.
I've worked with global brands like Adidas, Coca-Cola, Disney, Microsoft, Samsung, HP, and Eli Lilly, crafting experiences for industries like eCommerce, healthcare, entertainment, and connected devices.
I'm fluent in Figma, Sketch, Adobe XD, Principle, and fluent in translating complexity into clarity. I believe great design bridges the gap between business goals and human needs—and I'm here for the sweet spot where both thrive.
Let's create something people love to use.
UX Design Portfolio
Samsung Galaxy Watch - Leading UX Innovation for Circular Wearables
As wearable technology matured, designing for the Samsung Galaxy Watch's compact circular display presented new challenges in usability, layout, and interaction. I led key UX design efforts that shaped the user experience for this unique form factor—defining principles for circular UI, streamlining information design, and developing scalable visual guidelines for Tizen OS. My work also included cross-functional collaboration with development and QA teams to bridge the gap between OS-level and app-level design, resulting in a more cohesive user journey. These contributions played a critical role in improving usability, expanding the app ecosystem, and helping drive Galaxy Watch's market success in 2018.
Samsung Kids Mode - UX Design for Healthier Digital Habits
At Samsung in 2019, I contributed to the redesign of Kids Mode, a parental control and content platform for Galaxy devices that helps children develop healthier smartphone habits. My work focused on improving both the Kids Home experience and the Parental Control UI, based on insights from user observation and market feedback.
Key contributions included:
- Redesigned the launcher UI with playful character-based icons to make the interface more engaging for kids.
- Streamlined parental controls into a single page for easier profile management, multi-child monitoring, and flexible playtime settings (weekday/weekend distinction).
- Optimized asset files and system integration for faster app load times and broader device compatibility.
- Collaborated closely with development and QA teams to balance visual enhancements with system limitations.
The updated experience resulted in a 17% increase in Monthly Active Users (MAU) by Q2 2019 and contributed to a boost in Galaxy Tab sales, with 26% of purchases tied to Kids Mode usage.
HP Smart Hub and Projection Computing Prototype
As Lead UX Designer on HP's Immersive Home Computing team, I led the conceptualization of user experiences for a new category of always-on, communal, multi-room home devices designed as platforms for connected services.
The first product is a countertop portal that organizes lifelong photo memories, manages household connections, and controls IoT devices. The second is a projection-based computing system that transforms walls into interactive family information hubs, supporting both voice and gesture interaction.
Below are the concept explorations, including static user flows and dynamic motion studies.
Motion demo showcasing the HP Smart Hub concept and featured device.
Led the user interface design and animated the user experience concept for HP's next-generation smart home system, transforming walls into interactive hubs with voice and gesture control. The experience seamlessly integrated ambient computing and IoT to enable intuitive access to music, photos, and family scheduling.
SHIELD Hub - Cloud Gaming Experience for NVIDIA Devices
SHIELD Hub is the gamer's gateway to greatness—curating top SHIELD-optimized Android titles and streaming full-fledged PC games straight to NVIDIA SHIELD devices via the cloud. As a bonus, players in North America and Western Europe enjoy free access to the NVIDIA GRID Gaming Service, offering popular games on-demand for SHIELD portables and tablets. For this project, I owned the visual experience—delivering consistent design guidelines, polished comps, and production-ready assets aligned with the latest Android Material Design standards.
NVIDIA SHIELD Gamepad Mapper - Customizable Controller Integration
Gamepad Mapper empowers users to bring console-style control to native touch-based Android games. With NVIDIA's default mapping profiles—or their own custom setups—players can enjoy thousands of games using the SHIELD console-grade controller. For this project, I designed the user interface and crafted the user experience flow to ensure a smooth, intuitive integration between touch and controller gameplay. I also focused on enabling gamers to easily create, customize, and share their own mapping profiles within the NVIDIA community.
NVIDIA SHIELD - Interactive UI for Livestreaming and Support Tools
Gamers can livestream their gameplay directly to Twitch, complete with picture-in-picture support via the front-facing camera to include their reactions alongside the action. For these projects, I had the opportunity to design user interaction models that helped players better understand and navigate supporting apps on NVIDIA SHIELD portable and tablet devices. My focus was on enhancing the user interface and experience across Help/Cling screens, the Virtual Control app, on-screen controls, and the Twitch video/chat layout adjuster.
TegraZone 3 - Multi-Platform Game Discovery Experience
The TegraZone Android app helps gamers discover and download top-tier Android games optimized for NVIDIA Tegra-powered devices. For this project, I was responsible for delivering high-fidelity UI comps across mobile, SHIELD portable/tablet, and TV platforms. I also collaborated closely with engineers, providing detailed spec documentation and interactive prototypes to clearly communicate design intent and refine the in-app user experience.
Ford MyTouch2 - In-Vehicle Infotainment System Design (with Microsoft)
In 2013, Ford announced an update to its MyFord Touch system in its cars, with a UI revamp to make it easier and faster to use. Based on customer feedback, Ford brought more important or common tasks closer to the driver, with bigger icons, fewer sub-menus, and an increase in font size in some areas, to allow information to be more easily absorbed at a glance. The update also encompassed new features, including new maps, improved voice recognition, audible e-book support, and increased device compatibility. My participation in this project was to tackle various key visual needs, support user interface concerns and quality assurance in user experience, and to produce the required graphic assets to build the infotainment system in cooperation with Microsoft engineers.
Under Armour - iPad Retail Catalog App with 360° Product Showcase
I was given the opportunity to design the iPad product catalog app for Under Armour, which was installed at their store kiosk in Denver. This app was designed to help store visitors to browse their favorite gear from the store collection, showcasing featured gear with 360-degree movies. Following Under Amour's branding guidelines, I enabled visitors to easily search for gear in their favorite product categories. In addition, the app provided local event and weather information, along with soothing ambient store background music sponsored by PlayNetwork.com.
Quest Software - UI/UX for Database Backup & Monitoring Platform
Before it was acquired by Dell, Quest Software gave me the opportunity to create a web-based database backup, maintenance, and monitoring application to support their network products around the world. In this project, the app is able to filter by region, overview server maintenance activities, schedule server jobs, create timestamps, track back previous activities, and alert system administrators to servers' risk levels and status. My responsibility was to produce a clean user interface and experience to make it easy for IT personnel to overview server status and schedule various maintenance tasks.
Absolut Campaign - iPhone App for Custom Art Creation & Social Sharing
In this iPhone app project for an Absolute new product campaign, I demonstrated in-app user experience and interface flow with high-fidelity comps. By using Adobe After Effect, user-created graphics were animated and the final drawings on canvas could be shared via the Facebook community.
Motion demo showcasing user interaction for the Absolut Canvas app
Mandarin Oriental - Website Refresh with User-Centered Booking Experience
I was given the opportunity to refresh the Mandarin Oriental hotel website in 2011. With hotel experience photos, new website design was pitched in the context of visitors' main interests: work, play, relax, celebrate, and dine. My responsibility was to demonstrate easy web user experience for visitors to find hotels in different cities and book their rooms, using Oriental-themed hotel interior photos. The final proposed website design was prototyped with Adobe Flash to demonstrate user interaction, how to find a hotel in the world map, and how to book hotel rooms, finding necessary information throughout the reservation process.
Interactive demo for Mandarin Oriental hotel website refresh
DisneyFamily.com - Designing Interactive Family Portraits with Disney Themes
With my family portrait profile interactive content on DisneyFamily.com, parents and children can create personalized characters with customized expression, body, and hairstyles, as well as Disney-themed outfits, props, and background graphics from Disney movies. After the customization is complete, the final portrait photo can be shared with Disney friends via Facebook. In this project, my contribution was to create a playable user interface and provide Flash assets in corporation with outside Walt Disney interactive content-building vendors.
Other design area
Motion Design Explorations
A dynamic showcase of experimental motion work—a vivid blend of creativity and technology crafted with Adobe After Effects, 3D Studio Max, and Cinema 4D, where every frame unfolds a bold, cinematic narrative.
Industrial Design Coursework
While earning my BFA in Communication Design, I completed focused industrial design training that emphasized form, function, and user experience. Courses like Meaning of Forms, Environmental Design, Digital Prototyping, and How Things Work developed my ability to create practical, human-centered products. Additional studies in Information Design, Contemporary Design, and Business of Design strengthened my strategic and visual thinking across both physical and digital applications.
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