Pablo Choi Senior Product Designer | UX/UI, Design Systems & Product Strategy |

Senior Product Designer

Forkcast

Jun 2024 - Current (2 years 2 months)

Lead designer and developer for Forkcast, owning the end-to-end creation of an AI-powered meal planning product from concept to implementation. Key Contributions: End-to-End Product Ownership: Led the design and engineering efforts to successfully launch Forkcast on the iOS App Store in May 2026. User-Centric Design: Architected the complete user journey, focusing on lowering the barrier to entry for younger, less experienced cooks. Technical Implementation: Engineered a streamlined "social-only" authentication system to optimize user onboarding and reduce friction. Iterative Development: Managed the product roadmap from initial prototype through over 50 iterations, balancing feature velocity with technical perfection. Brand Identity:

Founder

Forkcast

Jan 2024 - Current (2 years 7 months)

Building Forkcast

Product Designer

Ardent Mills

Jan 2023 - Dec 2024 (2 years)

Expanded the design system from 20 to 118 components and documentation; supported business digital transformation that reduced errors by 37% in one year; researched and documented internal processes and translated them into internal products.

Product Designer

Halliburton

Jan 2022 - Dec 2023 (2 years)

Partnered with the product team on an enterprise internal application, created and migrated the design system to business requirements, designed team templates to improve workflow, and structured the design process through product discovery.

Lead Product Designer

Balloon Group a FastForwardai company

Jan 2021 - Dec 2022 (2 years)

Led the design team, contributed to internal product development, delivered e-commerce products for multiple clients, collaborated with development and marketing, and led the company rebrand and website creation.

Product Designer

Balloon Group

Jan 2021 - Dec 2021 (1 year)

Designed and prototyped multiple e-commerce sites, supported design-system creation, developed content design, and produced motion design assets.

Digital Designer

Thet Studio

Jan 2020 - Dec 2021 (2 years)

Collaborated with creatives across gastronomic and tourism projects, delivering branding, website design, web assets, promotional landing pages, and advertising design.

R

Graphic Designer

Rooster Studio

Jan 2018 - Dec 2020 (3 years)

Supported brand development and created website and social media content design assets.

Pablo Choi

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