# Alex Chiu

> Senior Product Designer based in London, UK. Currently at Bauer Media Group, working on Rayo (radio product). Focus areas: design systems, agentic AI workflows, and user research that reshapes product direction.

Alex Chiu is a Senior Product Designer with a track record of shipping design systems across media and streaming products. His recent work explores how design systems can be restructured to be consumed by AI agents — not just humans — and how Figma workflows can be automated end-to-end.

He contributes to Rayo at Bauer Media Group rather than leading its design, and has previously built white-label design systems at Simplestream, introduced design practice to teams that had shipped without a designer, and pushed back on product briefs when user research pointed elsewhere.

## Contact

- Email: alex@mchiu.co.uk
- LinkedIn: https://www.linkedin.com/in/alexmchiu/
- Portfolio: https://mchiu.co.uk/

## Case studies

- [I didn't use AI to build a design system. I built a design system that AI can use.](https://mchiu.co.uk/case-studies/agentic-design-system/): A design system structured for AI agents — 468 tokens, four autonomous workflows, Figma MCP integration.
- [Refactoring the Rayo Design System for Scalability & Consistency](https://mchiu.co.uk/case-studies/rayo-design-system/): Restructuring Rayo's design system to scale across brands with consistent tokens, components, and patterns.
- [Brand Switching in Seconds: Scaling a White-Label Design System](https://mchiu.co.uk/case-studies/simplestream-design-system/): Building a white-label design system at Simplestream that enables brand switching in seconds.
- [Streamlining the Design Process & Improving Efficiency at Scale](https://mchiu.co.uk/case-studies/figma-plugin-rayo-thumbnails/): Custom Figma plugins that streamlined design workflows at scale.
- [Bringing Design to a Team That Had Never Had a Designer](https://mchiu.co.uk/case-studies/rayo-in-alexa/): Introducing design practice to Alexa — a team that had shipped without a dedicated designer.
- [Challenging the Brief: From Station Pages to Schedule](https://mchiu.co.uk/case-studies/rayo-schedule/): Pushing back on the original brief for standalone station pages in favour of schedule-led discovery, grounded in user research.
- [Your layers are the prompt. Make sure they're worth reading.](https://mchiu.co.uk/case-studies/figma-plugin-layer-lint/): Layer Lint — a Figma plugin that lints layer naming so AI design tools receive cleaner prompts.

## Expertise

- Design systems (tokens, components, documentation, governance)
- Agentic AI workflows and AI-consumable design systems
- Figma plugins and MCP integration
- User research and research synthesis
- Product design in media, radio, and streaming
- Accessibility and inclusive design