London-based end-to-end Designer with solid Agency Background Delivers Expertise Across Diverse Sectors: Startups, SaaS, Corporate, B2B, B2C, Fintech, Telecoms, Technology, E-commerce, Retail, and Government.
About me
User research
User testing
Workshops
Design systems
User-Centered-Design (UCD)
Wireframing & Prototyping
iOS & Android app design
CMS
User research User testing Workshops Design systems User-Centered-Design (UCD) Wireframing & Prototyping iOS & Android app design CMS
Experience
Jan 2024-Feb 2024
Lead UX designer / UX strategist
Worked on a Digital transformation project. Requirements gathering, Workshops, UX strategy, Wireframing & Prototyping
Sept 23-Oct 23
Lead Product designer
I improved the current booking website by conducting audits, gathering performance data, researching competitors, A/B tested and optimised key user journeys. Dashboard design and design systems.
Jun 23-Jul 23
Lead UX/UI designer
Led Greenfield Project at B2B SaaS Start-Up: Enhanced Demo Store, Showcasing Solutions to Potential Clients, and Implemented UI Enhancements for Current Product.
Jan 23-April 23
Lead UX designer
Designed apps & self-service portals for professionals to assess benefits. Concept, testing, Wireframing, Prototyping and stakeholder management.
Apr 2022 - Jan 2023
Senior UX/UI designer
Partnered on the BSI Digital Transformation Program, and delivered MVP alongside Appian developers. Designed user-friendly regulatory service portals and dashboards for both B2B and B2C clients, decreasing wait times and introducing tracking features. Improved the BSI Design system.
Mar 2021 - Apr 2022
Senior Product designer
Reduced loan application bounce rates by 67% on Mobile App and Web.
Led workshops, research, wireframing, prototyping, and A/B testing. Contributed to a new design system for the Santander App, Optimized Chat 2FA journeys, and proposed self-service to reduce inquiries. Improved product visibility on iOS and Android, leading to a 44.56% increase in applications in Q1’22.
Feb 2021 - March 2021
Senior UX designer
Audited and gathered Data from Google Analytics & Adobe Experience Manager Analytics + Sessioncam to understand the user behaviour and pain points in the key journeys (Checkout, Filters & Product purchase).
Dec 2020 - Jan 2021
Senior UX designer
I took a data-driven approach, audited and analyzed conversion rates in Google Analytics, and used Hotjar to identify user pain points. I provided design solutions, which were then tested through A/B and multi-variant testing.
July 2019 - Oct 2020
Senior Product designer
Achieved a 33% increase in order placements for Waitrose's 'While You're Away' project.
Worked on the MVP project 'HOME ASSURANCE' for John Lewis.
Generated £6 million in revenue for Waitrose through the 'RAPID DELIVERY' MVP project by redesigning complex user journeys and reducing bounce rates.
(A/B testing, Research, Data-driven & UCD approach, Webflow&ProtoPie prototyping, Analytics)
Dec 2018 - July 2019
Lead UX/UI/Front-end
Worked on their existing & new website & Apps. Optimised key user journeys and provided design solutions for better conversion. Led UX team and worked with product teams and stakeholders.
Worked on Trade-in platforms (Microsoft, Argos, Virgin mobile etc). End-to-end web design and development. Also worked on their internal dashboards and other websites.
Oct 2016 - Dec 2018
WEST ONE TECHNOLOGY
UX/UI/Front-end
Feb 2014-July 2016
UX/UI/Front-end
Worked for one of the top agencies in Malaysia as a Hybrid Designer/Developer. Worked on a variety of projects (Real estate, Leisure booking).
Jun 2013-Jan 2014
Monkey Media, MalaysiaUX/UI/Front-end
Worked for a fast-paced start-up media agency in Malaysia, responsible for Lo-Hi Fidelity Wireframes, Mock-ups, Prototypes, and Designing Log-in Flows. Developed the websites for small businesses and managed them.
Ways i can help
Experience design
-Research (Qual & Quant)
-Strategy & Planning
-User flows, Wireframing
-Prototyping, User testing
-Data-driven & Agile
Front-end development
-HTML, CSS, SCSS, LESS
-Bootstrap, JavaScript(basic)
-CMS (Wordpress, Webflow, Squarespace, Wix), Fiori
-Shopify, Email development
Interface design
-Design systems
-UI Kits, Components, Tokens
-Interaction Design
-Usability and accessibility
-Layouts
Tools
-Figma (Expert)
-Sketch, Protopie, Google Analytics, Whimsical, Axure RP.
-Miro, UserTesting.com, HotJar, LookBack, Maze
-Github, Adobe suite
Product design
-Stakeholder management
-Research, identify opportunities
-User journey mapping
-Ideation, Iterative & Validation
-Visual Design, information architecture, Workshops
Interested in
-Gen AI
-Motion design
-React.JS
-Game/AR/VR design
-Crypto
-Machine learning
For recruiters / FAQ’s
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Yes, I am.
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My circumstances have changed, and I'm now seeking stability and long-term opportunities. While contracting provided valuable experience across various sectors, I'm now looking for a solid, permanent position where I can contribute my skills and grow within a company.
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No, I do not require any Visa or Sponsorship. I hold settled status / ILR.