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Journey

Lessons learned from my amazing journey as a designer.

Career Objective

I am eager to advance my career and fully leverage my skills by pursuing a UI/UX Designer position with a reputable company.

Employment History

I have extensive design experience in the media industry, working across the full design spectrum—from concept to delivery of end-to-end digital products. My work includes creating visually engaging digital platforms and interactive assets such as logos, typography systems, display ads, and EDM campaigns.

I leverage modern design and AI-powered tools, including Figma, Figma Make, Stitch, Lovable, Gemini, ChatGPT, and Claude to accelerate ideation, enhance creativity, and streamline design workflows. These tools support my process in generating concepts, refining UI structures, and improving iteration speed across projects.

In addition to visual design, I have strong expertise in front-end conversion using Bootstrap, CSS, and HTML, ensuring responsive and consistent experiences across mobile and web platforms. My UX/UI capabilities span user journey mapping, flowchart development, wireframing, and high-fidelity mockups.

I also conduct usability testing and design validation before launch to ensure optimal user experience and product effectiveness. Over time, my experience has strengthened my ability to manage the full design lifecycle, from research and ideation to execution and optimization.

Beyond delivery, I actively support campaign and product improvements by optimizing user interactions and enhancing overall usability and structural design clarity. My goal is to build aesthetically refined yet highly functional digital products that are intuitive, accessible, and aligned with business objectives across all devices.

Feel free to reach out if you’d like to know more—I’m happy to share further details.

Skills / Tools

Design

AI-Powered Tools

User Research

User-centered Design

Design Strategy

Information Architecture (IA)

Wireframe

Prototype

Visual Design

Persona & Scenario

Usability Testing

Design System

Interaction Design

PET Strategy

Agile Methodology

Software

Figma

Adobe XD

Adobe Photoshop

Adobe Illutrator

Adobe Dreamweaver

Adobe Premium Pro

Adobe Acrobat

Adobe Lightroom

Google Web Designer

Jira

Miro

Trello

Balsamiq

Uxpressia

Microsoft PowerPoint

Microsoft Word

Microsoft Excel

Programming

HTML5

CSS3

Bootstrap

Soft Skill

Problem Solving

Communication

Detailed-Oriented

Creativity

Communication

English

Mandarin

Cantonese

  • Roadmap
    National University of Singapore
    UI/UX Designer

    • Singapore Blockchain Innovation Programme (SBIP)

    Aug 2022 to Present

    Key Responsibilities:
    • Manage branding design, including logos, prototypes, and web apps, to establish a consistent and compelling brand identity.
    • Design and develop modern, user-friendly front-end interfaces for systems using Figma.
    • Create interactive prototypes to visualize and validate design concepts, ensuring a seamless user experience and efficient development.
    • Adhere to industry design standards and best practices, consistently delivering visually appealing and highly functional interfaces that exceed user expectations.
    • Conduct thorough research and analyze market resources to inform design decisions, develop prototypes, conduct comprehensive testing, and implement iterative improvements for optimal user experiences.
    • Review and optimize designs to ensure compliance with industry standards and to achieve exceptional design quality.
    • Pay meticulous attention to detail, resulting in visually captivating and engaging designs that resonate with the target audience.
    • Collaborate closely with cross-functional teams, including Product Owners, Business Team, Researcher, Front-End, and Back-End Engineers, to seamlessly implement designs and foster effective communication throughout the development process.
    • Successfully manage print and digital ad campaigns for conferences and marketing events, leading to a substantial increase in brand visibility and heightened attendee engagement.
    • Mentor and provide support to UI/UX interns in their tasks when needed.
  • SPH Media Trust
    Digital Project Strategist

    Jan 2022 to Jun 2022

    Key Responsibilities:
    • Lead end-to-end print and digital marketing campaigns, devising innovative ideas and crafting design options for multiple newspaper titles.
    • Collaborate closely with Developers, Project Managers, and Marketing Teams.
    • Exhibit a keen eye for detail and create visually appealing designs with precision.
    • Establish standard operating procedures (SOP) and workflows for the digital marketing team to ensure seamless collaboration and foster growth.
    • Mentor and support junior designers in their tasks when required.
  • Mediacorp Pte Ltd
    UI Designer

    Nov 2019 to Apr 2020

    Key Responsibilities:
    • Define and assess key success metrics for Toggle/meWatch UI across various product engagements, spanning website, mobile apps, Apple TV, and Smart TV apps.
    • Drive an outstanding user experience by crafting intuitive and exceptional application designs.
  • SPH Magazines Pte Ltd
    Senior Web Designer

    Dec 2014 to Sep 2019

    Key Responsibilities:
    • Design visually captivating digital platforms and interactive elements, such as logos, typography, display ads, and EDMs.
    • Collaborate with the team to conceptualize and develop client projects and marketing campaigns, overseeing the design and front-end coding implementation.
    • Use Google Websites to organize SOPs and guidelines, while providing support and guidance to junior web designers.

    Web Designer

    Dec 2010 to Dec 2014

    Key Responsibilities:
    • Develop marketing collateral for clients, including typography, display ads, and EDMs.
    • Maintain ad specifications and EDM templates, addressing any issues with clients' ads and EDMs to ensure proper functionality.
  • Creative eWorld Pte Ltd
    Web Designer

    Oct 2005 to Nov 2010

    Key Responsibilities:
    • Oversee a diverse range of cross-media projects, encompassing SME client campaigns and eCommerce portals.
    • Conduct client demonstrations on using the CMS system to update their websites.



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