I’m a UI/UX and product designer with around five years of experience working across startups and larger companies. My work usually sits somewhere between product, marketing, and branding, so I’m not just designing screens, but thinking about how everything connects and supports the business.
I’ve worked on projects like website rebrands, homepage optimizations, and campaign microsites. One of the bigger ones was leading the redesign of igloo’s website, where we shifted the experience from a B2C focus to something more structured for enterprise users. I’ve also worked on improving Ninja Van Singapore’s homepage, focusing on making key actions more visible and easier to access, which helped improve traffic quality and lead generation.
My process is pretty straightforward: understand the problem, structure the experience properly (IA, flows), and then design something that’s scalable and actually usable, not just visually nice. I tend to work closely with marketing and developers, so I’m used to balancing design quality with real-world constraints.
Overall, I’m interested in building products that are clear, functional, and make sense from both a user and business perspective.More...