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 (GDS).
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
July 2025-Present (London, UK)
Senior UX/UI designer
Working on of AskFT (Generative AI tool) and FT Professional, supporting both B2B and B2C subscription products.
Professional subscribers can use AskFT to ask any question. The LLM processes the query and retrieves answers by leveraging FT’s archives.
Working on the Sentiment tracker, Making the article pages more useful by adding article insights and AskFT
Product designer (Design systems)
Mar 2024-June 2025 (London, UK)
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.
Jan 2024-Feb 2024 (London, UK)
Lead UX designer / UX strategist (Freelance)
Worked on a Digital transformation project. Requirements gathering, Workshops, UX strategy, Wireframing & Prototyping
Sept 2023-Oct 2023 (London, UK)
Lead UX designer / UX strategist (Freelance)
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 2023-Jul 2023 (London, UK)
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 2023-Apr 2023 (London, UK)
Senior UX/UI designer
Designed apps & self-service portals for professionals to assess benefits. Concept, testing, Wireframing, Prototyping and stakeholder management. Worked with GDS toolkit.
Apr 2022-Jan 2023 (London, UK)
Lead 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 (London, UK)
Lead 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 (London, UK)
Lead 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).
Dec 2020 - Jan 2021 (London, UK)
Senior UX/UI designer (B2B)
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.
Jul 2019 - Oct 2020 (London, UK)
Senior UX/UI 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 - Jul 2019 (London, UK)
Global Lead UX/UI designer
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.
WEST ONE TECHNOLOGY
Oct 2016 - Dec 2018 (London, UK)
UX/UI designer + Front-end
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 2014 - Jul 2016, Malaysia
UX/UI designer + 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).
Oct 2014 - Jul 2016, Malaysia
UX/UI designer + 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.
Senior UX/UI designer (B2B)
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
-
Yes, I am.
-
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.
-
No, I do not require any Visa or Sponsorship. I hold settled status / ILR.