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Hello, I’m Eileen Wu

Senior Design Researcher, IDEO Shanghai

Eileen is a Senior Design Researcher at IDEO, China. With over nine years of experience in the field, she specializes in discovering and translating cultural insights that enable brands to bring new value to the societies they touch.

Eileen was born and raised in the US and has conducted research in the United States, China, Singapore, Indonesia, and the Philippines. She blends cultural insights with purpose-led design to drive positive change. Based in Shanghai, she works with a range of clients to help them translate their brand proposition and value in China; design for behavior change; and enable creative thinking in the workplace. Some of her clients include: Fotile Kitchenware, Gap, Shangri-La, and Yili.

Prior to joining IDEO, Eileen worked in both the private and public sectors where she used research and strategic communications to inform business decisions and to influence stakeholder opinions. At Jigsaw Communispace, a leading consumer insights research firm, she worked with clients such as: Unilever, GlaxoSmithKline, J.M. Smucker, and Mattel. While at UNICEF, Eileen worked as a communications consultant to help change the public discourse around global health issues such as HIV and AIDS.

Eileen graduated from the New School for Social Research in New York with a Master’s degree in Sociology, and a Bachelor’s degree in Political Economy from the University of California, Berkeley. When she’s not working, she can be found trying new foods and challenging her friends to a game of telephone-pictionary.