Lareina Liu 

Innovation Lead

The consulting world has a tendency to over-engineer client solutions. For me, I’d rather just get to the point. I make it a habit to think from the standpoint of the user to ensure the most suitable solutions that fit with modern life.

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Bringing a strong combination of creativity and logical thinking, I’m TSI’s Innovation Lead. I focus on transforming observations and human-led insights into useful concepts for our clients. 

 

From conducting workshops to leading innovation projects, I’m here to help clients solve business problems by leveraging trusted innovation frameworks. After graduating from VCU Brandcenter in Creative Brand Management in the U.S., I began my career in UX strategy in the automotive industry. My great passion for food and cooking, and deep understanding of user experience, enable me to help clients develop products that truly speak to Chinese consumers. ​

 

Away from work, I love to go on food adventures throughout the city so I can whip something new up in my kitchen.