BRAND & POSITIONING
WEBSITE & CONVERSION
MARKETING & CONTENT
MOTION & STORYTELLING

AVAILABLE FOR FREELANCE
FULL-TIME / PART-TIME

Email: CONTACT@AVAARTJOURNEY.COM

Ava Liu — Forward Deployed Engineer · Design + Full-Stack + AI Systems

Forward Deployed Engineer · Design + Full-Stack + AI Systems

Ava Liu

I diagnose ambiguous customer problems, architect the system, then design and ship the working product myself.

My work spans product strategy and UX/UI through React/Next.js, FastAPI, databases, APIs, LLM integrations, tool-using agents, governed RAG, coded DOM design systems, and production interaction engineering with Motion and GSAP.

That technical execution sits on top of 15+ years in creative direction, brand identity, campaigns, photography, and visual systems — so the craft does not disappear when the work becomes technical.

LLMTool-Using AgentsRAG / Hybrid RetrievalData ArchitectureReact / Next.jsFastAPIDOM ComponentsMotion / GSAP
Craft
Brand · Marketing · Visual Systems
Product
Strategy · UX/UI · Requirements Discovery
Build
React / Next.js · FastAPI · APIs · SQL
Agents
LLM · Tool Use · RAG · HITL · Auditability
Interaction
DOM Components · Motion · GSAP
Platform
Auth · Stripe · Admin · Workflows
Ava Liu in New York

Ava Liu — New York, NY

What I Do

Creative judgment, product architecture, and AI systems — in one workflow.

The AI work expands the practice; it does not replace the visual, brand, interaction, and storytelling foundation underneath it.

Creative Direction, Brand & Marketing

15+ years

  • Creative direction & visual storytelling
  • Brand identity & scalable visual systems
  • Integrated campaigns across digital, social, print & motion
  • Typography, layout, photography direction & production
  • AI-augmented creative workflows and team enablement

Product Design & Design Engineering

Strategy · Systems · Interaction

  • 0→1 product strategy, requirements, IA & UX/UI
  • Coded React design systems & DOM-based components
  • Semantic HTML, ARIA-aware controls & accessibility
  • Motion for React / Framer Motion & GSAP
  • Interactive data visualization and stateful UI behavior

Forward Deployed Engineering & AI Systems

Full-stack · Agents · Production

  • LLM APIs, structured outputs & context architecture
  • Tool-using agents, function calling & multi-step tool loops
  • Governed RAG, embeddings, semantic search & grounded generation
  • Persistent state, audit traces, retrieval provenance & HITL
  • FastAPI, Next.js/React, Python, SQL/SQLModel, REST APIs
  • Cloudflare DNS, Tunnel & secure self-hosted production deployment

Selected Work

Case studies

Production AI systems, full-stack products, design engineering, revenue infrastructure, and creative systems — grounded in real constraints, measurable failures, and shipped outcomes.

01 / PRODUCTION AI SYSTEMS

Self-Directed System · Production AI Agent Runtime

Re-architecting an AI agent when context growth stopped scaling

Context EngineeringHybrid RetrievalRuntime Architecture

The Problem

A production resume agent grew to 99 context files, 38,924 provider input tokens, and a request lifecycle that crossed its 90-second boundary. Extending the timeout would only hide the architectural problem.

Approach

I measured context assembly, retrieval, provider usage, wall time, cost, and output quality separately, then redesigned the runtime around persistent retrieval and durable execution rather than request-time file parsing.

What I Built

  • Persistent hybrid retrieval instead of request-time parsing
  • Task-aware context budgets and prompt caching
  • Quality guardrails and requirement-level validation
  • Durable async execution with idempotency and failure classification
  • Provider-authoritative token audits and observability
  • Phase gates that blocked advancement when required audits failed

Why This Matters

The optimization became a production-runtime redesign: faster and cheaper only counted if factual recall and requirement coverage remained intact.

−98.22%Context Assembly
−99.29%HTTP Lifetime
−77.13%Warm-Cache Known Cost
100%Requirement Coverage Preserved
02 / AI + FINANCIAL INTELLIGENCE

Self-Directed Product · MarketDNA

From explainable financial intelligence to context-aware decision and predictive research

AI Product EngineeringExplainable AIDesign Engineering

The Problem

Financial data is abundant, but decision context and uncertainty are fragmented. A single blended confidence score hid whether low trust came from thin data, weak analysis, or conflicting evidence.

Approach

I built a top-down Market → Sector → Industry → Stock decision structure, made uncertainty inspectable, then evolved the research layer into context-aware strategy ranking, parameter optimization, and leakage-controlled prediction validation.

What I Built

  • Independent Data Quality, Analysis Reliability, and Evidence Alignment metrics
  • Canonical Decision Engine across scanner and stock workflows
  • Context-aware strategy ranking and stateful execution research
  • Parameter search, objective-function design, and chronological out-of-sample validation
  • Coded React/TypeScript DOM design system with semantic, ARIA-aware components
  • Motion/GSAP interaction engineering, auth, Stripe subscriptions, admin, and Cloudflare deployment

Why This Matters

One product connects explainable AI, quantitative research, full-stack implementation, subscription infrastructure, and production design engineering without hiding uncertainty behind a single score.

LIVE PRODUCTMarketDNACLOSED BETA

Self-hosted development build, served via Cloudflare Tunnel · Live availability may vary.

4MARKET → STOCK LAYERS
120TRADING-DAY VALIDATION
0→1Solo Build
03 / AGENT SYSTEMS + RAG

Self-Directed Product · AI Email Agent

Governed tool use, hybrid retrieval, persistent traces, and human-controlled consequences

AI AgentsRAGHITL

The Problem

Support diagnosis is conditional: the same inbound email can require live account state, subscription and entitlement context, and proprietary product knowledge. A useful agent has to investigate without gaining uncontrolled authority.

Approach

I designed a bounded, model-directed tool loop with governed hybrid RAG, persistent execution traces, confidence-based escalation, and mandatory human approval before outbound communication.

What I Built

  • OpenAI Responses API with multi-step function calling
  • Read-only tool registry for account, subscription, entitlement, login, market, and product context
  • Approved knowledge corpus with lexical + embedding retrieval
  • Source, section, confidence, tool, and retrieval provenance
  • Persistent conversation, draft, run, and audit state
  • Resend inbound email, signed webhook verification, threading, Admin review/edit/send workflow

Why This Matters

The agent can investigate dynamically and produce grounded drafts while consequential customer communication remains explicitly human-controlled.

6Max Tool Iterations
RAGGrounded Knowledge
HITLOutbound Control
04 / EVIDENCE-GROUNDED AI

Self-Directed Product · Career Agent

Separating source facts, AI interpretation, and generated language

Knowledge EngineeringSemantic EvaluationProvenance

The Problem

A tailored resume is useless if generated claims cannot be traced to verified candidate evidence. Real usage exposed brittle lexical matching, stale inference, incomplete bilingual output, and completion states that could resolve before evidence verification finished.

Approach

I rebuilt the trust model around a canonical Evidence Library, semantic evaluation, source lineage, claim-level verification, human override, and independent review.

What I Built

  • Canonical evidence model separating raw source, confirmed fact, interpretation, and resume-ready wording
  • Semantic requirement/evidence evaluator with EN/ZH language invariance
  • Source lineage, version history, and non-destructive evidence updates
  • Claim-level trace persistence and independent factuality verification
  • Independent ATS, recruiter, and hiring-manager review loop
  • FastAPI + Next.js/React + TypeScript + SQLModel/SQLite + OpenAI API

Why This Matters

More than 90 logged end-to-end test rounds changed the architecture itself — including replacing brittle substring classification and repeated merge patches with semantic evaluation and a reconciled evidence model.

90+Live Test Rounds
EN/ZHBilingual Evidence
0→1Solo Build
05 / REVENUE INFRASTRUCTURE

Self-Directed System · Affiliate & Creator Growth

Connecting acquisition to attributable revenue, commissions, reversals, payouts, and risk

Financial SystemsStripeFull-Stack

The Problem

An affiliate feature becomes a financial system as soon as attribution affects money. Identity, historical program terms, refunds, vesting, payouts, authorization, and auditability all have to stay correct over time.

Approach

I treated revenue state as backend-authoritative and historically reconstructable, with append-only financial ledgers, idempotent Stripe-derived processing, explicit reversals, and human-controlled payouts.

What I Built

  • Affiliate applications, governed accounts, programs, campaigns, and referral links
  • Click attribution, registration binding, and Stripe revenue-event ingestion
  • Append-only commission and reversal ledgers
  • Monthly-plan commission holds and annual-plan monthly vesting with per-tranche holds
  • Manual payout recording, analytics, authorization isolation, and fraud/risk foundation
  • Creator performance scoring without exposing referred-customer PII

Why This Matters

The system turns a growth idea into auditable commercial infrastructure: acquisition → conversion → revenue → commission → reversal → payout → risk → creator performance.

7Implementation Checkpoints
1 MonthCommission Hold
Append-OnlyFinancial Ledger
06 / DESIGN ENGINEERING + MOTION

MarketDNA · Coded Design System

Motion + DOM components as reusable product infrastructure

Component EngineeringMotionGSAP

The Problem

Motion had to add delight to a dense financial product without becoming a one-off landing-page trick or breaking state integrity under fast pointer input.

Approach

I extended the coded React/TypeScript design system, used Motion and GSAP for distinct responsibilities, and simplified a multi-clip interaction into one bidirectional media timeline.

What I Built

  • Semantic DOM primitives and reusable product components
  • ARIA-aware controls and component-level accessibility
  • Motion for React microinteractions
  • GSAP coordinated timelines
  • Browser-native video state for interruptible interaction
  • Reduced-motion behavior and production state handling

Why This Matters

Visual craft translated into semantic components, accessible behavior, animation architecture, and real browser-state control.

ReactDOM System
Motion+GSAP2 Motion Layers
1Bidirectional Timeline
07 / GENERATIVE AI COMMERCE

Self-Directed Product · AI Pet Portrait

Turning probabilistic generation into a reliable commerce workflow

AI Product DesignAI AutomationGenerative AI

The Problem

A 38% generate-to-preview rate was producing near-zero purchases. Interviews and usability testing showed the real blocker was not acquisition or pricing, but trust in the generated likeness.

Approach

I redesigned personalization, preview optionality, state continuity, payment identity, recovery, and fulfillment rather than treating model generation as the whole product.

What I Built

  • AI preprocessing for distinguishing pet features, expression, and personality cues
  • Structured personalization context feeding the generation workflow
  • Three-preview strategy with parallel n8n generation
  • Stripe payment tied to selected-asset identity
  • Persistent fulfillment state and recovery paths
  • Automated delivery with human recovery when needed

Why This Matters

The product improved by designing around model uncertainty: research identified the trust failure, and workflow architecture converted probabilistic outputs into a more dependable buying experience.

60→98%Measured Likeness
30→90%Strong Result Opportunity
3Parallel Previews
08 / PRODUCT DESIGN SYSTEMS

Island Dental · Founding Product Designer & Brand

Building a conversion-focused design system from zero and scaling it across teams

Design SystemsProduct DesignAccessibility

The Problem

A growing two-sided marketplace needed a consistent product and brand language across high-intent web journeys, financing interactions, marketing, and responsive experiences.

Approach

I built shared foundations, reusable responsive patterns, interaction standards, and conversion-oriented hierarchy so product, engineering, and marketing could work from the same system.

What I Built

  • 0→1 brand and product design system
  • Reusable responsive components and interaction patterns
  • Marketplace and interactive financing UX
  • CTA hierarchy and conversion-focused page structure
  • WCAG/ADA-aware reusable patterns
  • Cross-channel standards across web, social, email, and print

Why This Matters

The project shows that the coded design-system work in my AI products builds on earlier product-design practice, cross-functional implementation, and measurable business outcomes.

0→1Design System
45%+Audience Engagement Improvement
Cross-TeamAdoption
09 / CREATIVE AUTOMATION

OnMed · Founding AI Graphic Designer

Encoding design rules into an AI-assisted multi-format social workflow

Generative AI WorkflowsWorkflow AutomationDesign Systems

The Problem

Marketing needed to adapt source creative across platform sizes and aspect ratios without making designers a production bottleneck or losing brand consistency.

Approach

I translated spacing, hierarchy, composition, safe-area, and brand rules into a reusable AI-assisted workflow so non-designers could generate viable assets within defined constraints.

What I Built

  • Weavy-based multi-format creative workflow
  • Reusable spacing, layout, and aspect-ratio rules
  • Brand-safe generative constraints
  • Platform-specific adaptation logic
  • Quality review checkpoints
  • Team enablement for non-designers

Why This Matters

The workflow turns repetitive production knowledge into reusable operational logic while preserving human design judgment and brand standards.

Multi-FormatPlatform Output
ReusableDesign Rules
Cross-TeamEnablement
10 / BRAND SYSTEMS + AI ENABLEMENT

OnMed · Founding AI Graphic Designer

Integrating generative AI into brand production without giving up creative control

Creative DirectionDesign SystemsGenerative AI

The Problem

Generative tools could increase creative throughput, but inconsistent prompting and output quality could quickly fragment the brand.

Approach

I treated AI as part of a governed creative system: reusable templates, brand-safe prompting practices, asset libraries, quality benchmarks, and human art direction remained the control layer.

What I Built

  • Brand guideline and presentation-template system
  • Reusable asset libraries and production standards
  • Midjourney, Firefly, and Runway integration into creative workflows
  • Brand-safe prompting practices and defined use cases
  • Visual quality benchmarks and review criteria
  • Scalable templates for team self-service

Why This Matters

The project shows how generative AI can increase creative capacity without replacing the judgment, consistency, and governance expected from a mature brand system.

3Generative Tool Families
Brand-SafeAI Guardrails
ReusableTemplates + Assets
11 / AI STORYTELLING + MOTION

Self-Directed Creative Series · Ava Art Journey

Directing AI-generated assets into coherent stories, characters, motion, narration, and sound

Generative AICreative DirectionVisual Storytelling

The Problem

Individual AI images or clips do not automatically become a coherent story. Character continuity, pacing, visual language, narration, and sound still need direction across the full sequence.

Approach

I used generative tools as part of an end-to-end creative production pipeline while retaining human control over concept, script, art direction, selection, sequencing, and final quality.

What I Built

  • Original concepts, stories, scripts, and character development
  • Midjourney and Runway visual exploration and generation
  • Iterative character and scene continuity
  • Animation, editing, timing, and transitions
  • Narration, sound, and music integration
  • Finished short-form storytelling releases

Why This Matters

The series preserves the creative-direction side of my practice: AI accelerated asset creation, but story, taste, continuity, and final editorial decisions remained human-led.

End-to-EndCreative Direction
AI + MotionProduction Workflow
Human-LedFinal Editorial Control
Still a core part of the practice. The AI/FDE work above is additive — this archive preserves the brand, marketing, UI, photography, and visual-system work that shaped the design judgment I bring into technical products.

Creative Portfolio & Selected Design Work

Brand · Product · Marketing · Digital

The AI work sits on top of a long visual practice rather than replacing it. This archive spans creative direction, brand identity, marketing campaigns, product/UI design, digital experiences, print, social, and scalable visual systems — the craft foundation I still bring into every product I build.

Website design selected work
Website Design
UI UX product design selected work
UI/UX Product Design
Visual identity design selected work
Visual Identity
Brochure design selected work
Brochure Design
Social media design selected work
Social Media
Flyer design selected work
Flyer Design
Branding design selected work
Branding Design
Marketing design selected work
Marketing Design
Website content design selected work
Website Content Design
Logo design selected work
Logo Design
Package design selected work
Package Design
Billboard design selected work
Billboard Design
Elevator poster selected work
Elevator Poster
Law office social post selected work
Law Office Post
Postcard design selected work
Postcard Design
Social media design selected work
Social Media Design
Graphic design selected work
Graphic Design
Brochure design selected work
Brochure Design

Covers brand identity, marketing campaigns, digital experiences, design systems, and visual communications across fintech, financial services, healthcare, technology, real estate, and consumer brands — translating complex ideas into clear, cohesive, and high-impact design.

Career

Experience

2026—PRESENT
Independent Full-Stack Product Designer & AI Developer
Designing and building full-stack digital and AI products end to end — product strategy and UX/UI through React/Next.js, FastAPI, databases, APIs, coded DOM design systems, Motion/GSAP interaction engineering, tool-using agents, governed RAG, automation, and production workflows.
NEW YORK
2025–2026
Founding AI Graphic Designer — Brand & Marketing, AI Workflow & Mentor — OnMed
New York
2023–2025
Founding Product Designer & Brand — Island Dental
New York
2022–2023
Creative Director — Brand & Product Design — EZ Branding
New York
2017–2022
Creative Director — Product Design & Marketing — MeHome Realty
New York
2015–Present
Professional Photographer — Independent
New York & Shanghai
2014–2017
Creative Director — Shanghai Century Publishing Group
Shanghai
2010–2014
Graphic & Visual Designer — Johnson & Johnson MedTech
Shanghai