About me in
10 seconds
With over 12 years of experience in the UI/UX industry, I firmly believe in research-driven approach. Stakeholder management, product strategy creation, UX research, and providing an end to end design solutions are just a few of the many aspects that come under my purview. Additionally, I provide valuable design coaching to my team members, nurturing their professional growth and fostering their career advancement.
Throughout my career, I have collaborated with esteemed clients such as Standard Chartered, MediaCorp, MINDEF, INSEAD, TechcomBank, and many more, gaining extensive expertise and knowledge in the field.
Why do I become a UI/UX designer?
Since a young age, my love for beautiful things has fuelled my passion for crafts and design. It has always been my ambition to become a designer, which led me to pursue a major in interactive design. Over the course of more than a decade, I have dedicated myself to honing my skills in this field, finding immense joy and fulfilment in the journey. While my initial motivation may have been aesthetics, I have come to appreciate the importance of observing people and creating exceptional user experiences.
As I continue to grow in my career, I have also developed a strong interest in coaching and guiding aspiring designers, empowering them to establish themselves early on.
What does design mean to me?
Design, for me, is about placing the needs of our users at the forefront.
As a designer, my journey has evolved from prioritizing the creation of beautiful interfaces to understanding the needs and desires of users and translating them into intuitive and engaging solutions. I find great satisfaction in the process of problem-solving, paying close attention to the details of my users' needs and desires.
My collaboration with team members often involves deep discussions, and sometimes even debates, as we strive to create the most effective solutions. Ultimately, my goal is to design experiences that resonate with users and provide them with a seamless and enjoyable interaction.
My approach towards work
I am a highly motivated individual who thrives when provided with clear goals and direction to work towards. I value the opportunity to work independently, with regular check-ins to ensure I am on track and moving in the right direction.
How I make decision?
My approach to decision-making by carefully analysing the situation and considering logical factors. While I value my own expertise and experience, I also recognise the importance of gathering inputs and opinions from my team members. To foster a collaborative environment, I encourage diverse perspectives and input, which ultimately leads to more informed and well-rounded decisions.
My Leadership Style
I strongly believe in leading with empathy and fostering a culture of open communication. I encourage open dialogue, where everyone feels comfortable expressing their ideas, concerns, and feedback. By understanding and empathising with the needs and perspectives of team members, we can build stronger relationships, foster creativity, and drive positive outcomes as a team.
What is most important to me outside work?
No doubt, my family brings me the greatest joy in life. I cherish the moments spent with my loving husband and our adorable fur-baby, Ruger. To me, family is a constant source of support, comfort, and unconditional love, and I am grateful every day for the joy they bring into my life.
Human-centered Design Thinking Process
Analyse
This is what I define as the problem space, where I immerse myself in aligning product vision with stakeholders, gain a deep understanding of the user's perspective and the challenges they face, which allows me to uncover opportunities that bridge the gap between product goals and user needs.
Key Methods Used In This Phase
Stakeholder Interviews
Vision Alignment
UX Audit
Landscape Analysis
Persona Identification
User Interviews
Value Proposition
Idea Prioritisation
Create
This phase is define as the solution space, where I utilise the insights gathered to craft potential solutions that address and meet the needs and expectations of the users.
Key Methods Used In This Phase
User Journey Mapping
Concept Development
Wire-framing
Prototyping
Mood-boarding
UI Design
Test
This is the phase I find most enjoyable, known as the validation space. I put the solutions to the test by gathering user feedback. This helps me identify areas for improvement and enhance the user experience, ensuring that the final design solutions meet user needs and expectations.
Key Methods Used In This Phase
Usability Testing Plan
Insights Report
Iteration Plan
This iterative process involves co-creating and refining solutions as a team, to ensure both the product goals and user needs are met.
Education
Diploma in Digital Media Design
Nanyang Polytechic
NITEC in Digital Media Design
ITE Ang Mo Kio
Certification
Insights for Innovation
IDEO U
Analytics and User Experience
UX Certification by NN/g
Design Tradeoffs and UX Decision Frameworks
UX Certification by NN/g
Tools
Design
Photoshop
Illustrator
Sketch
Figma
Invision
Zeplin
Procreate
Project Management
Notion
Excel
Milanote
Trello
Analytical Tool
Miro
Optimal Workshop
Reading List
Experience
Nov 2022 - Now
Designer, Matter Inc - Freelance
Collaborated with Matter Inc's founder, producer, and art director to shape the new branding and deliver the final design, with a focus on enhancing viewership and introducing new content and offerings.
Key Responsibilities
Define timeline and deliverables to meet project goals.
Design and develop the redesign of Matter Inc. website.
Generate social media assets that are in line with the new branding direction.
2020 - 2022
Design Director, Standard Chartered Bank CCIB x Aleph
Oversee design process, working closely with product owners and development team to deliver an enhance unified customer experience across all digital products in Standard Chartered CCIB.
Key Responsibilities
Accountable for overseeing the design team responsible for delivering design and user experience solutions across all digital products within SC CCIB.
Led design and development product from idea stage to production implementation.
Lead workshops to identify pain points, establish a product roadmap, and define success metrics.
Establish an operating model that enhances and maintains workflow collaboration among designers, engineers, and product owners.
Collaborate with design leads and product owners at SC to establish the product rollout strategy.
Offer design leadership coaching to foster the growth and development of the team.
2020 - 2022
Research Lead, Aleph
Played a leadership role in driving a user-centered design process for new and core products, working closely with designers, product managers, and engineers.
Key Responsibilities
Work with designers, product managers, engineers, and research managers to prioritise research opportunities in a fast-paced, rapidly changing environment
Set up guidelines and best practices in users research.
Carry our research plans (stakeholders interviews, usability testing etc.) based on product requirements and goals.
Provide mentorship to uplift team skills and knowledge on their jobs to enhance performance.
Apr - Nov 2022
Design Lead, Ministry of Defence x Aleph
Responsible in carrying out research focusing on service design, product usability and customer journeys. Delivered insights that solve challenges in products and services, both online and offline experiences. Simplifying complex workflow to achieve greater productivity.
Key Responsibilities
Define and track progress and product roadmaps.
Keep all stakeholders aligned and motivated.
Lead workshops to pinpoint gaps in the current workflow and align on product vision.
Plan and organised stakeholder and user Interviews.
Establish a design direction and strategy that effectively addresses complex problems.
Create comprehensive documentation of the end-to-end service design blueprint.
2021 - 2022
Design Lead, TechcomBank x Aleph
I worked closely with other designers, developers, researchers, and business partners to enhance the overall experience for TechcomBank customers, making financial information more accessible to people. Creating responsive interactive web/ mobile/tablet design concepts and bringing them to completion.
Key Responsibilities
Define and track project timeline and milestones.
Worked with stakeholder and translate business goals and priorities into actionable product strategies.
Lead discovery workshops to reveal insights and address user needs effectively.
Redesign TechomBank's public website to meet business goals and user needs.
Propose and execute research methodologies to uncover valuable insights.
2020 - 2021
Design Lead, INSEAD Business School x Aleph
Led design process in repositioning of the INSEAD Experience, I work and collaborate with various parts of the business in creating sketches, wireframes, prototypes, and final product. I was also involved with conducting user interviews, user testing, and studying analytics to try and create the best user experience possible that aimed to create a captivating and engaging website for its visitors.
Key Responsibilities
Facilitate workshops to address challenges, create user journeys, and refine information architecture.
Collaborate with cross-functional stakeholders to define and align business requirements.
Conduct focus groups and user interviews.
Develop a design strategy that aligns with user needs and business objectives.
Plan and conduct usability testing to validate design concepts.
Establish design component guidelines to ensure a cohesive and consistent design and development process.
Thank You
For Reading
PS: Just so you know i had so much fun putting these case studies together! I hope you enjoyed reading through it too!
