My passion, ambition, and consistency delivers results.
Welcome!
The Journey
With a diverse background in user research, product design, and experience strategy, I’m like a Swiss Army Knife of design. I can wear many hats, including coding and project management, to collaborate seamlessly with various teams and stakeholders.
Over the past decade, I’ve explored and learnt from diverse design fields, from multimedia in Malaysia and Tanzania to industrial engineering in California, ultimately leading me to product design.
In 2020, I sought new challenges as a freelancer to gain hands-on experience, enhance my professional growth, and foster a passionate design community. My passion lies in creating human-centred experiences that are not only visually appealing and functional, but also sustainable and ethical. During this period, I had the privilege of working as a UX Product Design Intern at Lexor Manufacturing, in addition to my other client responsibilities.
In 2024, I dedicated five months to leading the product design team for an AI-powered dashboard platform for Morningstar. After completing the final proposal, I prioritised enhancing my developer skills by learning React, Next.js, and Tailwind CSS. Prior to this role, I designed user interfaces and mini-design systems for Abbott, PINWRK, and The Songs of Love Foundation.
In my free time, I actively volunteer as a product designer at Code Your Dreams.
The Inspiration
My inspiration often comes from my own experiences while playing video games. Game developers have a deep understanding of human behaviour, and I find myself analysing their design choices in real time. I ask questions like: Why did I choose this option over another? How did the designer anticipate that I’d explore a specific area? How could this interaction be adapted to fit my play-style? These behavioural insights allow me to step into the perspectives of both the user and the business, and understand the connection between player experience and design strategy.
The Motivator
Without designers, the world would be dull and uninspiring. I see design as my superpower—not just to create beautiful products, but to ensure users have meaningful experiences while helping businesses achieve their goals. Balancing both is what makes a great designer.
My 3AR* Design Approach
1.
Assess
Foundation building, investigation, and scope definition.
I begin by understanding the core problem from all angles. This is usually asking “Why” to reframe and deepen the problem statement. It usually involves user research, competitive analysis, design audits, and exploring data-driven insights to get a complete picture of user needs and business goals.
2.
Assemble
Strategic gathering, and ideation.
In this phase, I focus on preparation, synthesis, and alignment by gathering and integrating various components, like insights, tools, and resources, to shape potential solutions. With insights in hand from the assessment, I bring together the necessary tools, resources, and perspectives to create an iterative feedback loop that ensures alignment.
3.
Act
Execution and refinement.
At this stage I get to implement and test the assembled solution. This means evaluating the solution’s effectiveness, launching the product, gathering real-world feedback, and refining the concept.
4.
Report
Documentation and metrics.
Here is where I compile results and insights to create a case study that describes the journey from discovery to delivery, including all the challenges faced and how they can be addressed in the next iteration. It’s also where I discuss KPI’s to look for as a way to measure the design’s success.
“Thinking beyond design” is my guiding principle. I apply it to implement an ethical human-centred design approach by comprehending user needs and developing solutions that meet specified requirements while aligning with business objectives. Additionally, I document the design journey for future reflection.
Small ideas. Big impact.
“I aim to be a strategic partner who goes beyond product development, by delivering impactful user experiences that foster long-term business relationships.”
A Food Enthusiast.
When I’m in a different creative mood, you can find me in the kitchen, experimenting with new recipes or modifying existing ones. Currently, I have over 26 self-written recipes that I’m still working on and want to share with a few trusted friends before I call mark them as done.
An Avid Gamer.
If you’ve reached this far, I’ll share a secret with you. Most of my design ideas for UX, visuals, and micro-interaction animations are inspired by video games. While I enjoy playing, I make an effort to pay attention and appreciate the design decisions made by the developers throughout the game.
