top of page

About me 👩🏻‍💻

What I do ✍🏼

Why UI/UX? 🤔

Research, strategy and design. 

I'm a multi-disciplinary designer and researcher experienced in creating design solutions based on data and research. I've worked across B2B and B2C industries, collaborating with a broad range of stakeholders designing for web and app products, making me an adaptable and agile problem-solver, tackling issues in large, complex, and siloed organizations to design services for a better future.

Passionate about people and problem-solving. Always curious, always learning.

I love that UI UX is a field that marries together a few of my passion, and things that I love to do- art, design, problem-solving, and working with people from all walks of life. It's a field that allows me to be creative with solutions. I also love the process of condensing complex ideas into simple and digestible information (something I inherited in my studies of sociology). I'm always curious and love learning about new things and people- and I get to do that through my job every day. It also makes me happy to know my work has made a positive impact on someone- and that is why I find the work of a UX designer meaningful and delightful.

Work Experience 💼

Jan 2023-

present

Jan 2021- Dec 2022

Jan 2021 - June 2021

Jan 2020 -

Sep 2020

SPH Media - Product Designer

  • UI UX for Zaobao web, app, and tablet (iOS, Android). Strategize and lead web revamp projects: Redants, ThinkChina. Heuristic evaluation and competitive analysis, UI UX design

  • Map consumer journeys and user personas

  • Support the building of design systems

  • Pilot and lead user research. Set up research structure and frameworks. Pilot and lead on UX research roadmap. Conduct research workshops for stakeholders and fellow designers

Electrolux - Interaction Designer 

  • Service design lead and research lead for APAC's B2C digital products (ownership solutions)

  • Spearheaded design frameworks and MVP launches to be included in global solutions

  • 360 consumer journeys and personas

  • UI/UX design for Electrolux Life App

  • Led and conducted qualitative & quantitative research across SEA and MEA countries

  • Collaborated with local and regional stakeholders including marketing and product owners, industrial designers, developers and fellow UI/UX designers, researchers

  • Worked on a broad range of projects including innovative business models, ownership solutions, appliance concepts, B2C concepts, and smart home appliance apps.

Hatch Media House - Freelance UI/UX Designer

Key services include: User research, user interviews, UI design, prototyping, graphic design for corporate brochures. Key projects include Shopify sites for F&B businesses and graphic design for corporate brochures.

2Stallions Digital Marketing Agency -
Social media and Content Executive

Content Marketing, Social media marketing, PR, UX design, information architecture and wire-framing. 

bottom of page