Adriel Choo

About

Currently leading design for Optimum Mobile. I specialize in building scalable design systems, streamlining UX operations, and driving product growth through end-to-end design ownership.

My work sits at the intersection of systems architecture and user insight — turning high-level strategy into developer-ready reality. Outside of Optimum, I founded Black Lotus UX, a boutique AI-powered UX intelligence agency that automates what used to take weeks.

Current Role UX/UI Lead & Systems Architect
Optimum Mobile — Altice USA

Venture Founder, Black Lotus UX
AI-powered UX intelligence · Black Lotus Group LLC

Targeting Senior UX · Lead UX · UX Manager Open to Opportunities

Location Brooklyn, NY — open to hybrid & remote

Focus Areas Design Systems · CMS Architecture · Research & Validation · Team Leadership

Selected Work

Case Studies

Full case studies available
upon request — a.chootung@gmail.com

01 / 04

Design Systems · Team Leadership · AEM

Scaling Design
Operations

Inherited a design environment managed via PowerPoint decks. Over four years, rebuilt it into a fully tokenized, variable-driven Figma ecosystem — Core-to-Local library architecture, responsive breakpoints, quarterly release cadence — now serving as the AEM-ready foundation across both Optimum Mobile and Fixed Business. Led a team of three through the transition from static specs to 1:1 design-to-code parity, eliminating the manual redlining phase entirely.

Figma Design

Live Production

File Organization

Variable System

Release Hierarchy — Design Process

Role UX/UI Lead & Systems Architect

Timeline 2021 → Present

Team 3 Designers + Vendor

Tools Figma · Variables · AEM

→

02 / 04

CMS Architecture · Dev Collaboration · Platform Strategy

Orchestrating
Enterprise Migrations

Led two large-scale CMS migrations — Contentful to Drupal (2021, concurrent with a full company rebrand) and Drupal to AEM (current). Each required a fundamentally different approach: one creative, one architectural. Both demanded maintaining 1:1 design-to-code parity across thousands of enterprise pages, while bridging the gap between design intent and backend reality.

Role Solo UI Lead & Architect

Timeline 2021 + 2025–Present

Scale Enterprise · 1000s of pages

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03 / 04

Service Design · UX Research · Stakeholder Influence

Billing Transparency
& Retention

A grassroots initiative — no PM, no roadmap slot — to redesign Optimum's billing ecosystem and eliminate "Bill Shock." Moderated research with current customers proved the value: 70% of participants reported a changed emotional response to price increases. Research was compelling enough to influence a Fixed Business vendor's roadmap and secure VP-level backing.

Role UX Lead & Research Architect

Timeline 2025–Present

Validated Moderated Research

→

04 / 04

AI · Founder · End-to-End Product Ownership

Black Lotus UX —
UX Intelligence Agency

Built in parallel with a Fortune 500 role, Black Lotus UX is a boutique AI-powered UX intelligence agency — and a live case study in what happens when a designer decides to build the tools the industry is missing.

Six specialized AI agents handle the complete delivery stack: WCAG compliance auditing across entire site crawls, competitive positioning scored across six dimensions, heuristic analysis, Playwright PDF report generation, and role-adaptive client outreach — all triggered from a single Slack command. Client reports surface on a live dashboard with score-drop alerts and PDF exports.

The business itself is designed like a product: four service tiers with clear pricing, Profit First banking infrastructure, and a complete set of NYC-reviewed legal documents. What used to take a UX consultant weeks to deliver manually now runs overnight.

Role Founder, Designer & Builder

Agents Deployed 6 Active

Status Operational

Stack AI Agents · Playwright · n8n · Supabase

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Where I've Been

Experience

2024 — Present

Current

Optimum Mobile

Senior UX Designer · Altice USA

Serve as final design authority for all Optimum Mobile launches — rigorous design review and production approval
Collaborate directly with Director and Senior Director of Design to translate business objectives into UX roadmaps
Engineered a variable-driven Figma component library; achieved 100% style guide consistency across all breakpoints
Established optimized quarterly release process, reducing file latency and improving historical tracking
Leading UI architecture for Drupal → AEM migration, mapping page requirements with lead developers on feasibility
Oversee 3 junior designers; mentored Fixed Business design lead in establishing their own library and release protocols

2021 — 2024

Optimum Mobile

UX Designer II · Altice USA

Pioneered the company's first Figma-to-dev handoff process, replacing legacy PowerPoint workflows
Established the initial user testing roadmap; conducted moderated and unmoderated studies via UserTesting.com
Led the redesign of live site modules during an enterprise-wide style update across the mobile ecosystem
Partnered with product owners and developers to design, test, and launch module layouts improving buyflow performance

2024 — Present

Venture

Black Lotus UX

Founder · Black Lotus Group LLC · Brooklyn, NY

Built a six-agent AI pipeline handling WCAG auditing, competitive scoring, report generation, and outreach
Live client dashboard (reports.blacklotusux.com), custom Figma plugin, and four-tier service model
Full business infrastructure: Profit First banking, NYC-reviewed legal documents, and content brand

2019 — 2021

Cornett

UX Designer

Designed a high-traffic Super Bowl landing page for Kentucky Healthcare, meeting campaign KPIs and accessibility requirements under compressed timeline
Redesigned the digital calendar interface for Keeneland Horse Racing, incorporating custom event markers to improve user discovery

ADRIEL
CHOO