Michael Lai Email & Phone Number

Shanghai, China

• As an integral part of the executive management team, played a pivotal role in shaping and executing the company's strategic roadmap and operational policies, ensuring alignment with long-term business objectives.• Leads the Experience-driven Organizational Transformation Solution Unit, overseeing the strategic implementation and delivery of innovative solutions to clients, incubating TANG's next strategic offering for business growth.• Manages the design and execution of professional workshops and training programs focusing on customer-centricity, empowering teams to enhance service delivery and foster a customer-oriented culture.• As a principal strategist for the key account Infinitus, formulated a visionary customer-centric, direct selling business model, and facilitating the strategic transformation of the business.• Spearheading the creation of T8, a strategic joint venture between TANG Consulting and Eight, Inc. driving the establishment of premium retail brand experiences in China.

Shanghai, China

• Led the strategic enhancement of knowledge development across TANG Consulting and its subsidiaries, significantly increasing the value and efficacy of the company's service offerings through targeted knowledge management initiatives. • Founded the Experience-driven Organizational Transformation Solution Unit, steering the development and deployment of strategic offerings, and spearheading transformative initiatives to align with evolving market demands and business objectives.• Collaborated closely with clients to unearth new business opportunities, architecting comprehensive experience strategies, and fostering the development of robust experience design and management capabilities.• As the principal strategist for key account JLR (formerly Jaguar Land Rover), orchestrated a multidisciplinary team to reinterpret modern luxury for Range Rover in Mainland China, culminating in the development and implementation of four groundbreaking Signature Services at the Range Rover Boutique Shanghai, earning the accolade of TANG's best project of 2022.• As the principal strategist for key account Adidas, lead a team of researchers and designers to create an comprehensive customer experience management system for Adidas China to drive their customer experience-centric digital business growth engine and transformation.

Shanghai, China

• Directed and managed a specialized team of 15, championing the research, development, practice, publication, and promotion of X Thinking®.• Orchestrated the design and implementation of an advanced experience strategy training program for TANG's top 30 consultants, significantly enhancing the consultancy's core competencies and service delivery excellence.• As the principal strategist for key account PatSnap, lead a team of strategists, researchers, and designers to establish a new brand identity system, repositioning the company to achieve a more impactful market presence and brand perception.

Shanghai, China

• Co-authored the best-selling book "X Thinking: How Brands Touch People’s Heart," significantly contributing to the discourse on the Experience Economy in China and establishing thought leadership in the industry.• Designed and coordinated a comprehensive X Thinking® training program for TANG's 120 employees, enhancing the consistency and quality of the consultancy's experience design practice across the organization.• As the principal strategist for key account Amway Global, directed a team of experts in developing a revolutionary global digital UI/UX design system, driving forward Amway's digital transformation and earning recognition as TANG's best project of 2019.

Shanghai, China

• Spearheaded the research, development, practice, and publication of X Thinking®, TANG's proprietary approach to experience strategy and design, establishing it as a hallmark methodology and differentiating the firm in the competitive marketplace.

Shanghai, China

• Initiated and guided the spin-off of X Thinking Institute from TANG Consulting, nurturing it as a vital subsidiary that champions the advancement, adoption and recognition of X Thinking® as a leading industry methodology.• Led and empowered a dedicated team specializing in the advancement of X Thinking®, overseeing research, development, and practice, and enhancing its market presence through strategic publication and promotional activities.

Beijing, China

• Orchestrated the development and facilitation of the 'User Research Course' for the Masters of Applied Psychology (MAP) in User Experience program, recognized as the premier psychology program in China, ensuring a blend of rigorous academic theory and practical, industry-relevant skills.• Directed the Human-centered Insights Lab, successfully producing four influential white papers annually, each offering cutting-edge insights into Generation Z behaviors and translating these into actionable business strategies.

Shanghai, China

• Led a team of talented instructors in developing and delivering the 'Design Thinking & Communicating Design' course, a foundational program required for all first year undergraduates at the College of Design and Innovation.• Directed the development and delivery of the 'User Experience Design and X Thinking' elective graduate course, earning recognition as a popular and valuable course among students due to its innovative curriculum and impactful teaching methods.

Taipei, Taipei City, Taiwan

• Delivered comprehensive lectures on advanced subjects including X Thinking, experience strategy, experience design, experience management, and brand analysis.• Conducted detailed reviews of academic research articles, contributing to the scholarly community by ensuring the integrity and quality of published research in the field.

Shanghai, China

• Conceptualized and executed an advanced L.I.T.E. (Leadership, Innovation, Team Spirit, and Ethics) course, delivering a comprehensive curriculum tailored for Financial MBA students and effectively integrated theoretical knowledge with practical industry insights.

Hong Kong Sar

• Expertly guided clients in identifying business opportunities, formulating experience strategies, developing long-term product roadmaps, generating use case scenarios, and prioritizing features to drive innovation and market competitiveness.• Served as the User Experience Advisor for Liricco, playing a pivotal role in establishing the user experience team, advising on product portfolio strategy, roadmap, and design, culminating in the Valta Remote Energy Management System winning the Good Design Award in 2013.• Clients included Huawei and OPPO.

Hong Kong Sar

• Crafted and conducted lecture and studio courses for the post-graduate Interaction Design and undergraduate Visual Communications programs.• Provided mentorship and guidance in supervising post-graduate students’ final capstone projects, fostering innovation and critical thinking.• Conceptualized and proposed an enhanced two-year Master of Design (MDes) program in Interaction Design, aligning the curriculum with the latest industry trends and academic standards.

Columbus, Ohio, United States

• Orchestrated comprehensive strategy, creative direction, art direction, design, copywriting, and project management for brand, identity, print, and web projects, delivering cohesive and impactful visual solutions.• Fostered robust partnerships with graphic designers, photographers, content developers, web developers, and video producers to create multidisciplinary and integrated marketing and design solutions. • Clients included: Columbus College of Art & Design, Epicure Catering, Exel, Lucerne, Rev1 Ventures (formerly TechColumbus), Versatile Words, and Znode.

Columbus, Ohio, United States

- Crafted and delivered the 'Trends in Design' studio course for undergraduate juniors and seniors in Advertising & Graphic Design, focusing on identifying and analyzing trends within and outside the visual communications industry. - Instilled a deep understanding of how to pinpoint emerging trends, assess their influences, and construct effective trend scenarios, equipping students with crucial foresight and strategic planning skills. - Provided expert consultation on the development of the Advertising & Graphic Design curriculum, contributing to the program's continuous evolution and relevance in the fast-paced design industry.

Columbus, Ohio, United States

• Specialized in brand strategy and design within the financial and non-profit sectors, delivering creative and impactful solutions that resonated with target audiences.• Served as the lead designer and brand manager for high-profile clients such as Nationwide, Legg Mason, and Columbus College of Art & Design, steering brand vision and design execution to elevate client branding and market presence.• Collaborated with Legg Mason’s internal Creative Director to create a new brand and visual language system for all financial products, culminating in the 'Product Brochure System' receiving accolades at the 14th Annual Portfolio Awards by the Financial Communications Society in 2008.• Conceptualized and produced the “This is Our Story” brochure for the Columbus Symphony Orchestra, achieving recognition in Print Magazine's "International Business Graphics" in 2008.• Other selected clients included Big Lots, Huntington Bank and Monsanto.

Columbus, Ohio, United States

• Orchestrated the design and development of the brand identity for Columbus College of Art & Design, authoring and designing comprehensive brand guidelines that garnered the Creative Best's Award of Merit from the Columbus Society of Communicating Arts and the Silver Addy from the American Advertising Federation in 2004.• Other selected clients included: JP Morgan Chase and Alliance Data• Additional responsibilities included: content development, mentorship, and project management.

Doctor Of Philosophy (Ph.D.), Design

Mdes, Interaction Design

Bfa, Advertising & Graphic Design

Education record