With over a decade of experience in the digital world, I’ve had the privilege of researching and designing user experiences across web and mobile platforms. My passion lies in applying a human-centered design approach, ensuring that every project I work on addresses real user needs and creates meaningful interactions.
Throughout my career, I’ve had the opportunity to work on both commercial and public sector projects, navigating between agency and client-side environments. What truly excites me are projects that go beyond business goals—those that make a social impact. I’m driven by the knowledge that my work can positively affect people’s lives. There’s nothing more rewarding than hearing an end user say, “This has made a difference in improving the way I do things.”
Collaboration is at the heart of everything I do. I thrive on working closely with end users, fellow design professionals, and stakeholders to uncover gaps in services and products. My ability to communicate across cultures (I speak English, Mandarin, Cantonese, and Malay) allows me to build strong connections with diverse teams and clients.
My process always begins with understanding: I dive deep into the challenges businesses and their users face, teasing out insights and hidden pain points with empathy. From there, I collaborate with my team to brainstorm hypotheses, sketch solutions, and, most importantly, validate ideas to ensure we arrive at the most effective and user-friendly solutions.
- Sketching, mock-ups, wireframing
- UX visual design workshops
- User journey mapping & analytics
- Competitor benchmarking
- Expert reviews
- A/B testing and optimization hypotheses
- Creating design style guides and pattern libraries
- Facilitating workshops
- Conducting stakeholder interviews
- One-on-one usability testing (both in person and remotely)
- Guerrilla testing
- Card sorting
- Online surveys
- Affinity diagramming
Each tool and method I use is a step toward creating solutions that make a real difference.