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Work Background
A.P. Moller - MaerskSenior UX Designer
Sep. 2022MalaysiaIn October 2017, I joined LF Logistics in the Global IT (GIT) department, stepping into a Senior UX Designer role that often meant taking on project lead responsibilities. At the time, we had no dedicated UX Design Lead, so I became the one setting the tone for UX direction, guiding team members, and making sure designers and developers had the clarity they needed to deliver. It was a role that required me to balance leadership and hands-on design—leading workshops, conducting user research, mapping workflows, building prototypes, and crafting the UI myself. My work began with modernizing warehouse applications, transforming them from slow, outdated tools into efficient, web-based platforms. I spent time on warehouse floors, interviewing users and observing real workflows to ensure every design decision made their day easier and faster. One of my most rewarding challenges was designing a brand-new Transportation Management System (TMS) for both dispatchers and drivers. Starting from zero, I helped shape the entire experience—from wireframes to fully functional applications—working side-by-side with Product Owners, developers, and stakeholders. In April 2022, LF Logistics was acquired by Maersk. I continued my role as Senior UX Designer, now reporting to a dedicated UX Design Lead, and expanding my work to bridge the needs of global, cross-regional teams—balancing requirements between North America and Asia while ensuring a consistent, user-centered design approach.
LF LogisticsUX & UI Design - Divisional Manager IT Business Analysis
Apr. 2022 - Aug. 2022MalaysiaMaersk has completely acquired LF Logistics in September 2022
LF LogisticsUX & UI Design - Senior Manager IT Business Analysis
Apr. 2021 - Apr. 2022MalaysiaAs a Lead UX and UI Designer I’m responsible for managing the team, setting the tone and direction, and making sure my colleagues have the right information for them to execute the project. And depending on the venture and its size I’m also expected to perform the hands on work and be working on the deliverables the project owner.
LF LogisticsUX & UI Design - Manager IT Business Analysis
Apr. 2020 - Mar. 2021Malaysia
LF LogisticsUX & UI Design - Assistant Manager IT Business Analyst
Oct. 2018 - Mar. 2020Malaysia
LF LogisticsUX & UI Design - Senior IT Business Analyst
Oct. 2017 - Sep. 2018Malaysia
The One AcademyMultimedia Designer & UX & UI Design
Apr. 2011 - Nov. 2015Selangor, MalaysiaAt The One Academy, one of Malaysia’s top creative institutions, I took on a multi-disciplinary role that blended design, technology, and storytelling. I led the redesign of the academy’s website, ensuring it reflected the school’s creative reputation and provided a smooth, engaging user experience. Beyond the web, I created interactive installations that brought the institution’s vision to life at events and exhibitions. My role also involved producing motion graphics and managing the full video production process—from shooting to editing—for campaigns, events, and promotional content. In addition, I oversaw SEO and digital marketing campaigns, including Google Ads, Google Analytics, and Facebook Ads, to improve online visibility and reach. I regularly captured and edited footage of student activities and academy events, sharing them across social media and internal platforms to strengthen community engagement.
CBSA BerhadUX & UI Desginer
Mar. 2010 - Nov. 2010KL SentralIn 2010, I joined CBSA Berhad, a software company producing business applications like Solmate™, Paymate™, e-Procurement, and CBSA Bizhub. At the time, the management team had limited awareness of how UX and UI design could improve their products, so my initial contract was just three months—renewed twice(eventually totaling 9 months), as they gradually began to see the value of my work. During my time there, I led the company rebranding (including a new logo) and redesigned the interfaces of their key applications to be more user-friendly, visually consistent, and aligned with modern usability principles. I introduced the concept of user-centered design to the team, demonstrating how thoughtful design could improve both usability and the overall customer perception of their software. After nine months, I decided to move on to opportunities where design and user experience were more deeply understood and valued.
Bricks CreativeMultimedia Designer (Self employed)
Mar. 2009 - Feb. 2010Selangor, MalaysiaFrom March 2009 to February 2010, I was the Founder and Multimedia Designer at Bricks Creative, a small creative studio I started to offer interactive programming, branding, and multimedia design services. I worked on diverse projects, including interactive programming for CMMS and Onward Motorsport, logo design for Sora Media Sdn. Bhd., Pegasus Aviation, and Nature’s Meal (with packaging design), as well as corporate identity designs for More Entertainment and Classic Café Station. I also created marketing materials such as posters for Level One, combining creative vision with technical execution. Although the business delivered quality work, market challenges made it difficult to sustain, and after one year I decided to close the studio and focus on advancing my career in the design and technology industry.
RedHot Media Sdn. Bhd.Branding Manager / Art Director / Creative Director
Jan. 2006 - Mar. 2009From January 2006 to March 2009, I served at RedHot Media Sdn. Bhd. in a multi-faceted role that combined Branding Manager, Art Director, and Creative Director responsibilities. I was involved in every stage of the creative process—from yearly budget and promotional planning to developing campaign concepts, preparing proposals, and overseeing production across websites, graphic design, and TV commercials. My work also extended to vendor management, negotiating with printers, video production teams, and music production houses to deliver high-quality outputs within budget and timelines. During my tenure, I led the rebranding of the RedHot logo along with logos for its sister and group companies. I worked as producer for the JOVEN TV commercial, served as Creative Director and Producer for the AmAssurance billboard campaign, and took on the role of Design Director & Web Designer for Watson’s promotional site and game design. Each project required a careful balance of creative vision, brand alignment, and practical execution to deliver impactful results.
IF InteractiveNew Media Researcher
Oct. 2002 - Jan. 2006Back in the early 2000s, digital media was still finding its voice—and I had the privilege of helping shape it. At If Interactive, I explored the frontier between art, technology, and user experience, crafting immersive installations, award-winning websites, and high-impact motion graphics for some of the region’s most iconic brands. I wasn’t just designing screens; I was designing experiences. From gesture-based installations for Kent and Heineken—where a camera and projector turned audience movement into visual magic—to sleek Flash websites and captivating event teasers, my work lived at the intersection of creativity and innovation. Key Projects & Achievements - Zouk Club Malaysia Website – As Art Director & Multimedia Designer, I led the creative direction for a project that won Gold at the MC2 2005 Awards, setting a new standard for nightlife web experiences. - beFree Intel Malaysia Microsite – Designed an engaging online presence that won Silver at MC2 2005 Awards. - Ubiq Window Japan – Crafted an interactive touchscreen interface, blending design with intuitive user interaction. - Kinsun CD-ROM – Directed the art and multimedia design for a polished corporate presentation tool. - Pin Center Jutarian Video CD – Combined direction and animation to deliver a compelling multimedia piece. - Chris & Lynn Video Animation – Brought stories to life as an animator; project earned Silver and Bronze at Cyberjaya Awards 2003. - Kent Malaysia Event (Emotion) – Created dynamic teaser motion graphics that elevated the event’s visual identity. Creative Impact Every project was a chance to experiment—whether through integrating motion with music, layering visuals with interactive triggers, or translating brand stories into digital moments people could see, hear, and feel. Those years laid the foundation for my approach to UX & UI today: blending technology, aesthetics, and human connection.
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