Hi, I’m Yibo, a product designer based in Palo Alto, CA. I’m currently shaping GenAI experiences at Netflix. Before this, I spent years at Google creating visual-forward search and pioneering AI-driven video experiences.
2021 – Present | Netflix | Generative AI · Personalization · Social
2016 – 2021 | Google | Visual-Forward Search · AI-driven Video Search
2013 – 2016 | Apple + Startups | Product Marketing Internship · Web Design
Conversational Search lets members discover what to watch in their own words, delivering highly relevant and contextual recommendations.
I led a nine-person design team spanning interaction, visual, motion, brand, and prototyping, and partnered closely with research, engineering, and the data science team to pioneer Netflix’s first consumer-facing Generative AI experience.
Conversational Search
Netflix | 2023 – Present
Profiles are the foundation of Netflix’s personalized experience. I led the end-to-end Personal Profiles strategy across onboarding, creation, personalization, and daily routines, helping members enjoy a “just-for-me” experience from day one.
The animated education increased profile creation by 17% and drove a 34% lift in personalization inputs, marking one of the most impactful profile engagement wins in more than a decade.
Profiles & Personalization
Netflix | 2022 – 2024
Social is becoming central to entertainment. I led a team of four designers and partnered with a UX researcher to establish Netflix’s first Social design strategy in more than ten years, spanning social discovery, social viewing, and fandom, and setting a renewed foundation for future innovation.
“Most Liked” was one of the top three consumer-facing winning launches in 2021, available in 190 countries and 26 languages.
Social Experiences on Netflix
Netflix | 2021 – 2022
Google Search has long been seen as a place for quick answers rather than browsing. I led the full-page redesign of Google’s inspiration-seeking search, transforming a text-heavy UI into a visual-forward, cohesive browse journey that delivered the most impactful core-metric win of 2020.
“I prefer the second version (visual-forward Search) because it uses large, helpful images to preview the links and makes it much more intuitive.” — User research participant
“This is definitely the direction for Search… We should be doing this for 100% of the queries.” — VP of Google Search
Visual-Forward Search
Google | 2020 – 2021
I led the design of video search that powers 40% of Google Search traffic, established a content-forward video framework and pioneered multiple AI-driven experiences.
Set the content-forward pattern of the 6-second Video Preview in 2017, now a widespread video pattern across Google Search.
Pioneered the first computer-vision-powered video experience Featured Videos, helping users explore facets of a topic through highly relevant clips.
Launched the first auto–speech-recognition video experience that surfaces the answer clip directly within a video, which quickly became a user favorite.
Videos in Google Search
Google | 2016 – 2019
Netflix’s mission is to “entertain the world.” The rise of GenAI is opening a new era of entertainment. I led the design vision for reimagining entertainment with Generative AI at Netflix, surfaced key opportunities across discovery, engagement, and fandom, and drove critical organizational alignment on GenAI priorities and exploration strategy.
Reimagining Entertainment with Generative AI
Netflix | 2025 – Present