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
Product designer (Design systems)
Mar 2024-Present
Enhancing the Sciensus Cancer Companion & In-Touch apps by analyzing data and feedback, mapping customer journeys, and conducting competitor analysis to develop concepts and recommendations. These essential apps for NHS cancer patients enable booking and managing appointments, ordering prescriptions, receiving deliveries, logging symptoms, arranging clinician visits, and collecting feedback on medication performance. Working on the Design system simultaneously.
Lead UX designer / UX strategist (Freelance)
Jan 2024-Feb 2024
Worked on a Digital transformation project. Requirements gathering, Workshops, UX strategy, Wireframing & Prototyping
Lead UX designer / UX strategist (Freelance)
Sept 2023-Oct 2023
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.
Lead UX/UI designer
Jun 2023-Jul 2023
Led Greenfield Project at B2B SaaS Start-Up: Enhanced Demo Store, Showcasing Solutions to Potential Clients, and Implemented UI Enhancements for Current Product.
Work in progress - Please check my CV for more information. Thank you
Designed apps & self-service portals for professionals to assess benefits. Concept, testing, Wireframing, Prototyping and stakeholder management.
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.
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.
Lead Product 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.
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
Dec 2020 - Jan 2021
Senior UX designer
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
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.
Jan 2023-Apr 2023
Jan 2023-Apr 2023
Jan 2023-Apr 2023
Lead UX/UI designer
Lead UX/UI 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.
Apr 2023-Jan 2024
Senior UX/UI 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).
Feb 2021 - March 2021
Senior UX/UI 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).
Feb 2021 - March 2021
Senior UX/UI designer
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.