Connecting human insights to business strategy, innovation, and execution.

Consultant. Thought partner. Coach.

With 13 years working across APAC - from IDEO to independent practice - I am a design researcher and strategist who helps organizations design meaningful products, build authentic brands, and align their internal teams around real human needs.

By anchoring deep research directly to business strategy, I turn complex insights into clear actions your team can execute.

Areas I Work In

01
Brand Positioning &
Value Proposition

Translating human insights into clear brand directions. I help leadership teams define early-stage value propositions that resonate across diverse markets.

02
New product & Service Definition

Moving from abstract ideas to concrete strategic roadmaps. Shaping new digital, physical, and service ecosystems grounded in real user needs.

03
Human-centered Design Research

Conducting deep qualitative and ethnographic fieldwork across complex socio-cultural landscapes to uncover unarticulated behaviors and aspirations.

04
Workplace Culture & Employee Experience

Applying human-centered qualitative research, a coaching-based approach, and a cultural lens to redefine internal structures. I help organizations redesign employee experiences that support both individual and business growth.

05
Strategic Insight for APAC Markets

Leveraging 13 years of cross-market expertise to give global brands a strategic understanding of local customers. I help leadership teams gain clarity on how their global strategy can be adapted to local mindsets and needs.

Selected Work

  • Auto / Product Definition

    Grounding an 'In China, For China' product vision through futuring and concept testing for a global automotive manufacturer.

  • Energy / Vision & Innovation

    Bridging traditional philosophy into future scenarios to align user desirability with a unified vision for a leading smart energy provider.

  • Outdoor / Brand & Product

    Translating China-specific outdoor trends into a new brand value proposition and human-centric way of working for a listed outdoor brand.

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Work with Me

Strategic Advisory & Customized Research

Tailored Corporate Engagements

I partner with organizations on a project basis to solve complex challenges across brand, product, and workplace culture. From deep qualitative fieldwork to futuring and scenario testing, each customized research initiative is tailored to drive strategic business execution.

Individual Alignment &
Growth

Life Coaching for Professionals

For individuals and team leaders at a personal or professional crossroads. I provide separate, systemic coaching to help you find internal clarity and direction, integrating Human Design with an ICF framework. 

Explore Personal Coaching →  yurongcoaching.com

Notable Clients

In the past decade, I have partnered with leading organizations across APAC to connect human insights with business strategy, innovation, and execution.

Let's Talk.

If you are navigating an ambiguous challenge in your business or your personal journey, I would love to explore it with you. I partner with organizations and individuals who are ready to create meaningful change and find a clear path forward.

For business projects →
hi@yurongchang.com

For personal coaching →
www.yurongcoaching.com (in Mandarin)