Rina Kang
Interaction • Visual • Strategy
ABOUT
Product designer focused on craft, storytelling, and strategy at the intersection of digital design and consumer devices. Currently at Snap Lab, working on fun projects for Spectacles. Previously, worked on Monetization at Meta and the Alexa App and Echo Show suite at Amazon. Before diving into tech, I studied Architecture and worked on professional projects ranging from skyscrapers to masterplans. My work aims to bridge the gap between the digital and physical worlds, one thoughtful interaction at a time.
EXPERIENCE
CVCOMPANIES
Snap Lab
Meta
Amazon
OMA
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01
Spectacles
Snap Lab • 2023 - Present
The latest 5th generation Spectacles are radical, see-through, standalone AR glasses that enable you to use Lenses and experience the world with friends in new ways.
At Snap Lab, I wear multiple hats, drive design projects for the Spectacles Mobile App, and conceptualize on-device AR experiences with creative engineers, prototypers, and researchers.
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02
Partnership Ads
Meta • 2022 - 2023
Collaborating with Monetization and Instagram teams, I shipped conversion experiments to boost Partnership ad adoption in Ads Manager, increasing usage from advertisers likely partnering with creators by 2.7x.
I revamped key parts of the Partnership ad creation flow such as identity selection, enabling Facebook/Instagram account mixing and allowing advertisers without Instagram accounts to run Partnership ads on Instagram.
Additionally, I identified strategic opportunities to simplify ad creation and increase adoption.
+$1.8M/yr
Ad revenue generation
+2.7x
Increase in Partnership ads from advertisers likely partnering with creators
03
Alexa Communications
Amazon • 2021 - 2022
I led redesign efforts for the Alexa Communications tab in the Alexa App to help millions of customers quickly connect with their household and loved ones. I drove design strategy and buy-in across different Alexa teams.
Other design initiatives I was part of:
- Envisioning northstar Alexa-enabled social experiences and new product opportunities (2-3 years out)
- Improving usability with revamped call controls, scaled across the Echo Show multimodal device suite
- Easing customer privacy and trust concerns by enabling access to communications data
04
Echo Device Setup
Amazon • 2019 - 2020
Millions of Echo smart speaker customers use the Alexa App to set up their devices, but almost half did not complete setup on their first try. With a jarring and inconsistent experience, customer confidence was lacking throughout the entire flow. To combat this, I rebuilt our foundations to deliver systematic design improvements for all Echo smart speaker setup flows. This led to dramatic increases in setup completion rates, setup app ratings, CX consistency, and time savings in design and engineering.
Before moving onto my next role, I also planned and co-facilitated a week-long design sprint to set up the team for success and explore the next areas of focus for 2021 and beyond.
+213%
Increased setup app rating
+11%
Increased setup completion rate
-65%
Reduced design & engineering time
05
Echo Show Security
Amazon • 2020
Guard is an Alexa service that helps monitor customers’ homes while they’re away. Using the Echo devices as a pair of ears, it can listen for sounds of dangerous activity and notify customers. However, the Guard experience was limited to voice and mobile.
I designed concepts to bring the Guard experience to the Echo Show. I led the end-to-end design of the v1 experience, enabling customers to use their Echo Shows as a security panel for their Guard Plus, Ring, or other 3P security system. When customers enter their home, an entry delay will begin, prompting them to enter their pin—else a siren will start. The final experience is a unique combination of visuals, sound, and motion coming together in harmony.
06
Alexa Fitness
Amazon • 2020
Echo Buds is a device that allows customers to access Alexa on-the-go. Our vision was to unlock a key use case for the Echo Buds customer—fitness—as a way to drive engagement for the on-the-go customer segment.
My team and I designed and shipped the end-to-end mobile app experience that allows Echo Bud customers to track their runs, walks, and other workouts via duration, steps, distance, pace, calories, and route. To begin tracking, customers can go to their Alexa app and tap on ‘Workout’ or simply say, "Alexa, start my workout."
Verge ↗
Fitness on the Echo Show
Following our mobile launch, we envisioned touchpoints for Echo Show users. The MVP would add moments of delight to a customer’s fitness journey by updating them on their progress, enabling customers to be reminded of their past workouts ambiently at home.
07
Alexa App Design System
Amazon • 2018 - 2020
When I first joined Amazon, the design system for the Alexa App was in its infant stages. The design system did not cover the vast and urgent design needs coming from different Alexa orgs. To combat this, I worked alongside my team to define and build visual design system patterns and templates, personally contributing to almost 1/4 of the entire design library. I focused designing for core components, devices, smarthome controls, onboarding, and more. To ensure scalability, I built trusted partnerships with different Alexa teams, working side by side with domain designers and consulting on best practices, with the overall goal of creating a consistent experience for the customer. The systems thinking and trust-earning I gained during this time is pivotal to how I approach my work today.
TechCrunch ↗27
Components defined
6
Orgs partnered with
2
App refreshes supported
~600
Pages impacted
“Rina has an uncanny ability to attack design problems from all angles. Her super power is that combination of a wide vision and attention to detail.”
Light & Dark Mode
In 2020, I supported the discovery, design, and launch of the Alexa app’s Light & Dark mode, increasing legibility and accessibility for millions of customers.
Forbes ↗
One Design Icon System
At one point I was the owner of Alexa’s icon system (1000+ icons), and led creative direction of new icons with requesting teams and an external design agency.
Illustration
With the goal of adding another skill to my design toolkit, I challenged myself to create the illustration set for some of our flag ship features, such as Announcements on the Echo Show (pictured above), Guard onboarding on mobile, and devices illustrations.
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