Design Lead

December 2022 – Present
🇹🇭 Bangkok, Thailand

Industry: E-Commerce

Asia Lead Product Design

March 2021 – September 2021
🇲🇾 Kuala Lumpur, Malaysia

Industry: Career Marketplace

Psst: I’m looking to expand the team. Take a look at this post:

Looking after 2 platforms (JobStreet & JobsDB) in 6 countries across South East Asia. Applied research-based principles and continuously measured and optimized the user experience through a combination of quantitative and qualitative research methods.

Head of Digital Product UI UX

January 2020 – February 2021
🇮🇩 Jakarta, Indonesia

PT Smartfren Telecom TBK
Industry: Telecommunications

  • Working closely with Chief Digital Business and Chief Digital Product Officer on shaping product’s experience and OKRs.
  • Obtained user data with analytics reporting, task analysis, and participatory design techniques to further leverage that data into design ideation.
  • Utilizes data and user research to inform design decisions and advocates on behalf of the customer’s best interest for new and updated features.
  • Prioritizes accessibility when designing customer-centric interface designs that fit the needs of the market and all users who consume the experience.
  • Presents and communicates concepts, designs and prototypes to cross-functional partners.
    Research and apply the thinking around design, information architecture, and data visualization through workshops.
  • Lead & Drive designs from conception to completion, including discovery, developing rough mockups and high-fidelity designs.
  • Design information architecture using participatory and iterative design techniques including customer interviews, usability testing, and other forms of requirements discovery.
  • Ensured that digital properties and channels follow industry standards and best practices with regard to accessibility, usability, and mobile optimization.
  • Revise the process for design and engineering collaboration within the agile framework to improve working velocity and product quality.
  • Helped introduce and implement UX strategies and exercises, from design thinking facilitation, customer journey mapping, moderated usability testing, customer interviews and observation, and synthesis.

Specialist, UI UX

November 2017 – December 2019
🇲🇾 Kuala Lumpur, Malaysia

Digi Telecommunications Sdn Bhd
Industry: Telecommunication

Responsible for the design direction and experience for

  • Enabling omnichannel shoppers: Emerging new customer behavior which uses multiple channels.
  • Redesigned the E-Commerce Marketplace experience with focus to reduced bounce rate and improve conversion rate.
  • Lead the new face of Digi’s website and mobile web design direction.
  • Partner with Service Designers to map out the entire experience cycle to understand the holistic pain-points.
  • Conducted research such as competitive analysis and usability tests and presented findings to the team and leadership.
  • Established the new typeface to ensure fully optimized for mobile-first experience. Process went through over 237+ typefaces sparring with Designers, Product Owners, Business Analyst and respective stakeholders on determine success factor for the new typeface.
  • From Google Analytics, the old version of Digi’s website shown 75% of the visitors browsing the site from mobile devices, yet over 50% of the conversion happen from desktop devices.
  • Through the redesign effort in optimising mobile experience, we saw a huge uplift on mobile conversion up to 85%.
  • With implementing personalization experience, targeted content and offers, saw an increase Average Revenue per Transaction.

Lead the redesign project for an internal app called Mobile Sales App.

  • Redesign the native app experience focusing on revamping the Information Architecture, Interfaces and Experience with primary objective to reduce time friction for the agent to complete the task with seamless experience.
  • Facilitated and conducted the usability testing at the Digi selected retail store.
  • Establishing the new guided-navigation, redesign effort leads to slashing the redundancy and friction in the navigational menu experience by 40%.
  • Presented design work to internal stakeholders and worked on a team with creative directors, designers, developers, and project managers.

Built first Digi Design Language

  • Built and implemented the first Digi’s Design Language serves as a design guideline for internal project teams or partners to ensure consistency across all Digi digital channels.
  • Started by auditing all components across 3 main digital products to further assess the design debt. Presented the audit board to the internal stakeholders and get the buy-in and investment.
  • Lead the project initiative by driving the project management, status health-check, designing the design system, and stakeholders management.
  • Spearheaded all design components, templates, and brand consistency.
  • Project was successfully launched and received great feedback from Product Managers, Engineers, and across the departments.

Manager, UI UX Design

March 2015 – November 2017
🇲🇾 Kuala Lumpur, Malaysia

Celcom Planet Sdn Bhd
Industry: Ecommerce

11street acquired by PUC Berhad.
Later rebranded to prestomall

Role in Web platform

  • User stories, personas, storyboard and flows from requirements.
  • Production of wireframes, interaction models, information architecture, visual design.
  • Help define and gather UX requirements from stakeholders/ business owners and drive innovative solutions.
  • Deliver well-optimized UI set of assets that are performant on device.
  • Working closely with Product Management, Publisher and Developer to implement
    the best output.

Role in Mobile App & Web

Primary role is to improve UI, UX of mobile web and app interfaces across multiple platforms such as iOS & Android.

  • Develop intuitive, usable, and engaging interactions and visual designs for mobile.
  • Collaborate with cross-functional teams throughout the design process.
  • Participate in the development process from definition, through design, build, test,
    release, and maintenance.
  • Research and track advancements in mobile application design patterns.
  • Created UI style guide documentation.

Senior Web Designer

January 2014 – February 2015
🇲🇾 Kuala Lumpur, Malaysia

Extreme Broadband Sdn Bhd
Industry: Internet Service Provider

  • Enhanced company presence with an innovative web design that translated across all mediums.
  • Orchestrated a strategic web informational architectural design to improve the user experience.
  • Prepares low-fidelity prototypes of sites/features (ranging from paper-and-pencil concepts to wireframes or interactive prototypes) for internal review and brainstorming.
  • Accountable for redesigned company website, creating wireframes and layout ready for RWD (responsive web design).

Co-Founder & UI UX Designer

2011 – 2013
🇲🇾 Kuala Lumpur, Malaysia

Creative Eleven
Industry: Design Agency

Co-founded a small design agency. Created with an ambition to further challenge myself on the entrepreneurship lane. To enhance my credibility through understanding Primary focus on leading the UI direction and responsible for crafting digital experiences.

During these years I also founded 2 small startups:

1. BePrime (Classified marketplace)

Press: – Laman Iklaneka Tempatan Baru Yang Bakal Bersaing Dengan Lain

2. (Malaysia handmade marketplace)

P/S: Fun fact, I did own the domain – Unfortunately project didn’t work out. Later today’s fave bought the domain.

Web designer & Frontend developer

2010 – 2011
🇲🇾 Kuala Lumpur, Malaysia

MC Adventura Sdn Bhd
Industry: Design Agency

Started out as a web design freelancer, later converted into a permanent role. Mainly working on creating the web comps, translating it over a working HTML, CSS files.