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Miho Tse
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Open to new opportunities

Miho Tse · Senior Product Designer · UK
Systems.
Journeys.
Tools.

I design the systems, journeys and tools behind better product experiences — the messy stuff that makes things easier to use, easier to scale and harder to break.

Currently ASOS — London, UK
Craft UX/UI · Product Design
Focus Systems · AI · E2E

Selected brands, platforms and client services designed across include ASOS, Topshop Topman, ITV, HealthHero, MangaHigh, LG, Roku, Samsung, Xbox, PlayStation, Apple, Google, Amazon, BBC, Bupa, Allianz, Zurich, Freely, Latus Health, Royal London Group and Virgin Media.

Work that shipped.

01
ASOS — 2024 → Present

Onboarding Platform

An onboarding platform that generates personalised experiences for every new starter, with a self-serve admin layer that lets teams scale it without needing a designer in the room.

Scales across teams Self-serve admin Personalised per starter

Short muted video showing the ASOS onboarding admin tool generating a personalised onboarding experience.

02
Topshop / Topman — 2024–2025

Commerce Launch

Helped bring Topshop and Topman back to life online: redesigning journeys, support flows and the design system foundations behind their return.

New brand launch End-to-end journeys Design System
Topshop and Topman denim hub interface showing ecommerce content, fit guidance and product modules.
03
ITVX — ITV · 2022–2024

Sign-in Experience

Simplified ITVX sign-in and registration on mobile, helping lift sign-in by 9.4% and registration by 30%.

+9.4% sign-in +30% registration Mobile journeys
ITVX mobile sign-in and registration journey screens.
Also built
ASOS — 2026

Copy Companion

An AI tool built in Copilot Studio to help teams sense-check UX copy: tone, brand rules, localisation and accessibility. More like collaborating with another designer than filling in a form.

AI design partner ASOS tone + rules Localisation-ready
Copy Companion UX copy review output showing context-aware feedback, a recommended version, and before-shipping guidance.

Roots in development
& 3D animation.

I came to product design from building and animating things, so I think about how an interface is made as much as how it looks. That range travels well. I've worked across streaming, fashion e-commerce, healthcare and education, and I’m drawn to end-to-end problems where the real decisions live — the kind that don’t have a clean owner.

I believe good design should work for everyone, not just designers. I care about clear communication, I'd rather surface a hard trade-off early than hide it, and I treat mistakes as how the work gets better. A little humour and humility along the way helps too.

Where I've worked.

Working across e-commerce UX, internal tooling and AI-assisted design tools. Recent projects: a modular onboarding platform, a UX copy companion, the Topshop/Topman relaunch, and size and fit work across ASOS.

Worked across Growth, E-commerce, Design Ops and Partnerships & Distribution, from mobile sign-in journeys to subscription campaigns and product patterns across 19 platforms on CTV, web, tablet and mobile.

Joined as a front-end developer before moving fully into product design. Redesigned patient-facing PWA journeys and raised accessibility and consistency standards across 25+ client services.

Began in game and full-stack development before moving into UX/UI design, designing gamified learning experiences for an international student audience alongside product and engineering.

Nice words
from nice humans.

Miho is the most skilled designer I've ever had the pleasure of working with. Her attention to detail in UX, positive collaboration and engineering background make her an invaluable asset to the team.
Frazer Robinson iOS Engineer — ASOS
Miho is remarkable at what she does. Her eye for design and detail is matched by technical skill, and her ability to dissect problems and ask the right questions helps turn changing requirements into great solutions.
Dom Hoare Principal Engineer — ASOS
Miho is one of the most impressive design system specialists I've ever worked with. Her work on the Topshop Topman design system has been nothing short of exceptional.
Jill Murphy Product Designer
Miho was a key player in our Topshop delivery, and honestly one of the best designers I've worked with. She knows what's possible and makes it happen beautifully.
Ross Carrick Senior Software Engineer — ASOS
Miho's major achievements include a complete overhaul of our mobile sign-in process and work on the LG Magic Remote interface. Her ability to bridge engineering and design through deep technical knowledge significantly improved outcomes.
Chloe Smith Head of Product Design — ITV
Miho is like the Swiss army knife version of a designer. Her development background means she thinks beyond the UI, and her speed, care and systems thinking were invaluable to creating a new platform component library.
Marianne Ashton-Booth Head of Design Systems — ITV
Miho created something from nothing, forming and shaping her area with curiosity and care. If you have complex, high-level projects and a people-driven team with high standards, Miho will fit right in.
Ruth D'andilly-Haigh Senior Product Designer — ITV
Miho has an incredible focus on users and can advocate clearly to both technical and non-technical audiences. She has a fantastic eye for detail and makes a big impact on any team she works in.
Simon Bull Lead Developer — HealthHero

Connect. Collab. Chat.

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Based in Hertfordshire. Usually thinking about systems, journeys and tools —
or why a prototype broke five minutes before a demo.