MY STORY

Exploring possibilities, five seconds at a time.

"Life is like a box of chocolates. You never know what you're gonna get."
— Forrest Gump

I live and work by the 5-second rule: when an opportunity aligns with my curiosity, I count down and take the leap. That bias toward action is what took a classroom in Hong Kong to a semester in Boston, followed by Beijing, Cape Town, Naples, an elephant sanctuary in northern Thailand, and a yoga shala in Ubud. Every step wasn't a random detour, but an intentional decision to immerse, learn, and adapt in real time.

As a service designer and facilitator, what connects all these experiences is my obsession with human connection. I love sitting with people to understand what they truly mean, then mapping it visually so an entire room can find alignment. My role isn't to hold all the answers—it's to synthesize complex, messy enterprise dynamics into clear, actionable frameworks that teams can own together.

Yoga refined my approach to facilitation—teaching me breath, pace, space, and presence far more deeply than any corporate framework could. Volunteering, exploring new places, taking on unfamiliar challenges, and stepping into rooms where I knew nobody forged my ability to navigate ambiguity with ease.

Looking back, what drives me is simple: active curiosity and a willingness to execute before feeling 100% ready. That is how the best breakthroughs happen.

My Roots

Where I Come From: School, Curiosity & Career

Illustrated timeline of Julia's studies, exchanges and internships

I grew up in Hong Kong, where Eastern and Western cultures naturally blend. My childhood revolved around a rigorous academic environment, but beyond textbooks and exams, I cultivated a deep appreciation for ancient Chinese literature, piano, and percussion—balancing structure with creative expression. When I entered City University of Hong Kong, it opened doors to world-class resources, two international exchange programs, and an overseas service trip. That campus experience became a true launching pad, showing me early on how to thrive in diverse, fast-changing environments.

Global Journey

My Life Story on Map

World map marking Boston, Beijing, Cape Town, Naples and Hong Kong milestones

In 2012, my first time overseas took me to Suffolk University in Boston for six months. It was scary—no friends, no family, just me in a lonely room far from downtown. Looking back, I'm proud of learning solitude and time mastery during that formative time.

2013 brought my happiest days at Peking University in Beijing. Life felt magical—China had speedy, cheap online delivery that made every day exciting. Between classes, I immersed myself in the vibrant energy of campus life.

University ended with a transformative month in Cape Town, South Africa. Partnered with University of Cape Town through SHAWCO NGO, I helped Mothers Unite migrate their website to CMS and run social media. Local volunteers' passion moved me deeply. The trip's unforgettable highlight? Hungover shark-diving—we vomited off the boat from seasickness, then jumped straight into the cage with great whites.

Career

From consulting trainee to service design director

  1. IBM · Consultant

    Back in Hong Kong, I launched my career at IBM as Consulting Trainee, wearing every hat: Business Analyst, Functional Consultant, Project Manager, Scrum Master. Then I discovered Design Thinking—leading user research, interviews, and workshops filled with sticky notes, sharpies, and colored dots creating better user experiences.

  2. Apple Developer Academy · iOS Design & Tech Student

    In 2019, I made a big leap. I came across the opportunity to study at the Apple Developer Academy in Italy—Apple's school inviting 400 people worldwide for a 9-month course developing human-centric iOS apps. Without second thoughts, I flew to London for the assessment test and took the offer to study in Naples. It was impulsive yet fantastic. Together with my team, I built 3 apps to help children in hospital, staff in social enterprise, and people in depression.

    Top 10 questions people ask about the Apple Developer Academy
  3. Elephant Nature Park · Care Volunteer

    After finishing the Apple school, I joined a life-changing volunteer trip in Elephant Nature Park, an elephant rescue and rehabilitation center in North Thailand. I thought it would be just fun and exotic, yet it became unforgettable. I cleared elephant poo, washed cages, prepared meals—learning humans and animals can live harmoniously. No riding, no chains, no pain. I saw genuine happiness in their eyes and wrote a song for the elephant I cared for that week.

    Elephant Nature Park
  4. EY wavespace · Design Strategist

    Back in Hong Kong, I joined EY wavespace as Design Strategist, igniting my passion for facilitation and design thinking. Over 2.5 years, I designed and led 40+ workshops driving digital transformation and user experience—from future visioning to actionable CX strategies. The real magic? Those electric 'aha' moments when participants left energized, armed with fresh ideas and big smiles.

  5. Ogilvy Consulting · Manager, Design & Innovation

    Since 2022, at Ogilvy Consulting as Manager, Design & Innovation, I drove APAC business transformation through human-centered service design. Facilitated strategic workshops for Fortune 500 clients like Starbucks and Langham, translating insights into loyalty programs and digital experiences with measurable ROI. Led TÜV SÜD's global website redesign across 60+ stakeholders in Singapore and Germany—crafting UX workshops, content frameworks, and roadmaps for the 2025 launch.

  6. UBS Global Wealth Management · Service Design Director

    Now, as Service Design Director at UBS Global Wealth Management (Hong Kong, Singapore, Zurich) since Mar 2025, I lead Front-to-back-office initiatives and AI-powered customer journeys. Spearheading Investment Suitability transformation for better compliance and advisor efficiency through streamlined workflows and journey mapping. Champion customer advocacy via co-creation, user testing, and data validation—partnering across business, product, tech, and compliance to close CX gaps and deliver real value.

Practice

200hr YTT in Ubud, Bali

Corporate intensity drew me to yoga—a practice that became essential for maintaining clarity, breath, and presence. After completing my 200hr YTT certification in magical Ubud, Bali, I brought this practice directly into my professional life. Today, I teach Vinyasa yoga regularly in Hong Kong, including biweekly classes for my colleagues at UBS to champion workplace wellness. The dynamic flow and grounded energy sharpen my facilitation, moving teams seamlessly from complex challenges to breakthrough solutions.

Ready for your 'aha' moment? Let's create something transformative together.

Julia Tsoi with her 200hr Yoga Teacher Training graduating group in Ubud, Bali
Graduation day — 200hr Yoga Teacher Training (Jan 2025), Ubud, Bali.