About Me
Born in Taiwan. Grew up in China. Educated in Sweden. Never quite from one place — which turned out to be the most defining thing about me.
I'm Yu-rong — a design research consultant and coach based between Taipei and Shanghai.
I work best as a thought partner: the person who helps you see what's already there, and figure out where to go next.
Hiking in Shangri-la, Yunnan, China
Using sacrificial concepts to gain real consumer feedback on what they actually need and aspire
In Han Tomb at Mawangdui, Ningxia, China
More about Me
M.A. in Applied Cultural Analysis, Lund University, Sweden
cat owner
occasional writer (my Xiaohongshu)
aspiring Camino de Santiago pilgrim
Fluent in Chinese (Mandarin) and English
Pronouns: she/her
At consultancies like China Youthology, ReD Associates, and Metis, I learned how to move between conference rooms and living rooms — translating what real people think and feel into something organizations could actually use. During my years at IDEO, I deepened that practice as a lead design researcher: working across cross-disciplinary teams, serving clients like Google, Nike, Volvo, and IKEA and Chinese listed companies, and always acting as the thought partner at the intersection of human insight and business direction.
My craft is rooted in design research, but it's been shaped by working alongside product and industrial design, communication design, service design, interaction (UI/UX) design, and business design — and by sitting inside client teams across Innovation, Design, Product, Brand & Marketing, and Engineering. That range is what lets me bridge research with the kinds of business problems organizations actually face.
The business problems I've helped solve tend to be moments of transition — when organizations need to see their customers differently, define a new business direction, or build confidence in a vision they can't yet fully articulate.
I've helped a global car manufacturer ground a long-term "in China, for China" product vision; bridged Western design thinking with a Chinese energy company's deep cultural heritage to secure CEO buy-in; and redesigned how a Chinese outdoor brand understood its own customers — changing not just their brand and product strategy, but their internal ways of working.
One conviction never left me throughout: the people I spoke with were never just "users", "data points” or “numbers”. They were contradictory, full of feelings, fully alive human beings.
After more than a decade in consulting, I found myself drawn to a different kind of conversation. The moments that felt most alive weren't the strategy decks or client presentations — they were the one-on-one exchanges where something shifted in the person across from me. A flash of recognition. The hesitation before a breakthrough. That feeling of seeing someone — and being seen in return. I realized I didn't just want to empower organizations. I wanted to empower individuals. So I stepped onto the path of coaching — integrating Human Design with an ICF-accredited coaching framework, working with professionals navigating career crossroads and life transitions.
→ Learn more at yurongcoaching.com
My Philosophy
Impactful research is human-centric.
I empathize with both the needs of my clients and the lived experiences of the people we study — not as users, but as full human beings.
Impactful research is integrative.
Research isn't a project kickoff activity — it's a strategic mindset woven through every stage. It's about asking the right questions and keeping both inspiration and focus in the room.
Impactful research drives real action.
A deep understanding of the business context is what separates insight that sits in a deck from insight that actually changes something.
People matter more than methodology.
The best thinking comes from diverse instincts and perspectives in the room, not strict adherence to method.
Hypotheses are a starting point, not a constraint.
I see hypotheses as anchors that foster openness — not every innovation needs to begin with a blank slate.
My Values
Ethics
Great research must be ethical at every stage, from recruiting participants to crafting narratives. I treat it as a shared team responsibility, not just the researcher's job.
Empathy
Understanding the perspectives of those we study isn't a method. It's a disposition.
Authenticity
When people feel genuinely heard and respected, they reveal something real. That's where the most valuable insight lives.
Get in touch
Need help finding direction through research and strategy for your brand, team, or product?
Drop me a message.
Navigating a career or life crossroads?
Visit www.yurongcoaching.com for my coaching services.