Vivian Li

Vivian Li is a Senior UX Researcher at dentsu with a background spanning digital marketing and user experience research. Her work focuses on understanding user needs, behaviors, and motivations and translating those findings into actionable recommendations for digital products and experiences.

Vivian has several years of experience working across digital projects and combines qualitative and quantitative research methods to develop a deeper understanding of users. She plans, conducts, and analyzes research studies, using evidence from users to help teams make informed decisions about design, content, functionality, and customer journeys.

Her research work ranges from focused improvements to individual elements of a digital experience to larger-scale optimization of end-to-end customer journeys. By connecting user behavior and research findings with business objectives, Vivian has contributed to initiatives designed to improve user experience, increase conversion, and support revenue growth for clients.

Before specializing in UX research, Vivian developed her experience in digital marketing. This background gives her an understanding of the broader customer journey and the relationship between user experience, marketing performance, and business outcomes. Her multidisciplinary experience allows her to approach research with both a user-centered and commercially focused perspective.

At dentsu, Vivian works within a global organization focused on media, marketing, creative, and customer experience. Her UX research work supports clients across different digital projects and allows her to collaborate with multidisciplinary teams to turn research insights into practical improvements.

Vivian has also developed an interest in emerging research technologies. In 2025, she participated in Userlytics’ “Born Digital: How AI-Native Research Is Rewriting UX” webinar alongside Paddy O’Shaughnessy and Userlytics researchers. The discussion explored how AI-native research differs from AI-assisted workflows and how emerging technologies can change the way researchers collect, analyze, and apply user insights.

Her professional development includes UX training through the UX Design Institute, as well as certifications and training related to Contentsquare, Google Mobile Experience, Lean Six Sigma, and GDPR. Her research experience includes qualitative and quantitative methodologies, digital experience optimization, and emerging approaches to UX research.

Vivian brings together digital marketing experience, UX research expertise, quantitative and qualitative methodologies, and an interest in emerging research technologies. Her work demonstrates how user research can move beyond identifying user problems to directly influencing design decisions, customer journeys, conversion, and measurable business outcomes.