Hi, I'm Crystal Yan.

I help organizations make customer centricity their competitive advantage. I lead product and design teams to build experiences that customers love and that grow your business, and I coach leaders who want to build great teams and team cultures.

Let's learn together.


In my monthly newsletter on building better products & teams, I write about customer development, behavioral science, and management, and share resources to help you become a better leader. Join thousands of product managers, marketers, designers, and founders and subscribe to my newsletter to receive my next issue directly in your inbox.


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Let's work together.

Speaking & Training

For companies and conference/event organizers, I give talks and teach training workshops (on-site or virtual). Select from one of my existing talks or workshops, or we can work together to design a custom talk or workshop. I offer 20-30 minute talks, 45-60 minute keynotes, and teach half day or full day workshops for groups of 10-50.

Learn more about talks and workshops and schedule a complimentary introduction call.


For individuals at all levels of experience looking to grow in their careers, I offer career coaching. For founders and leaders, I offer leadership coaching.

Learn more about coaching packages and schedule a one-time coaching session..


For organizations looking to create experiences your customers will love, I advise startups to help their teams make progress on their product, design, and growth goals.

Learn more about consulting services and schedule a product strategy session or design review.



"Effective human-centered design is fundamentally about listening to, understanding, and solving problems for someone in need. Crystal's ability and initiative to implement human-centered design in a fast growing organization of 100+ people across multiple departments demonstrates that she can not only help organizations build more meaningful products, but also change organizational cultures and processes to value human-centered approaches."
- Momo Ong, Product Manager at Facebook

"Crystal partnered with our team to develop our company’s flagship product, Real Talk. As an early stage technology company, Crystal’s experience and skills were invaluable for turning our prototypes into a reality. It was clear she did extensive research and carefully thought through design decisions, which meant she asked all the right questions and consistently aligned her designs to our priorities, needs, and goals. In addition to her talent, Crystal’s enthusiasm made it a delight to tackle our design challenges."
- Cristina Leos, President and Cofounder of MyHealthEd