Passion. Ambition. Consistency. That's how I design flow.
Welcome!
The Journey - Bridging the gap between Design, Engineering, and Strategy.
I’ve always been fascinated by how things work—not just how they look. My journey began in Malaysia as a Multimedia Designer, a foundation that taught me the power of visual storytelling. Seeking to understand the "logic" behind the beauty, I moved to the U.S. to study Industrial Engineering and Design.
This transition instilled in me a rigorous iterative process—from structured research to prototyping, and taught me to apply deep user empathy to uncover latent needs. Most importantly, it gave me a holistic mindset: the ability to balance aesthetics with function, manufacturing, and business ethics to create products that are feasible, viable, and desirable, not just "cool."
Today, I’ve integrated these two worlds into a career in Product Design. During the pandemic, I doubled down on digital and software design, leading me to pursue my Master’s in Human-Computer Interaction (HCI) in Chicago.
The Inspiration
I’m inspired by moments where people are asked to make important decisions using tools that weren’t designed with them in mind. My work focuses on reducing the gap between systems and the people navigating them, by designing products that prioritise clarity, agency, and ethical intent. In other words, I'm not inspired by design itself; rather by design's failure and the belief that it can—and should—do better.
The Motivator
I believe design isn’t about persuasion or polish, but about asking better questions, testing assumptions, and building solutions that respect context, culture, and consent. My motivation lies in creating experiences that empower users while delivering measurable value for the business. To advocate for both, without compromising either, is what I consider the hallmark of great design.
Why work with me?
I don’t just hand off a Figma file and walk away. I am a technical collaborator who speaks the language of development. By utilising React, Next.js, and Tailwind CSS, I act as a bridge to engineering teams, ensuring that high-level strategy and AI-driven complexity result in functional, high-performance products.
My portfolio includes a diverse range of clients such as Abbott, Morningstar, Smallwood Wealth Management, and the EM LLM app, where I focus on turning intricate requirements into seamless user experiences.
My 3AR* Design Approach
1.
Assess
Foundation building, investigation, and scope definition.
I begin by understanding the core problem from all angles. This is usually asking “Why” to reframe and deepen the problem statement. It usually involves user research, competitive analysis, design audits, and exploring data-driven insights to get a complete picture of user needs and business goals.
2.
Assemble
Strategic gathering and ideation.
In this phase, I focus on preparation, synthesis, and alignment by gathering and integrating various elements, like insights, tools, and resources, to shape potential solutions. With insights in hand from the assessment, I bring together the necessary materials and perspectives to create an iterative feedback loop that ensures alignment.
3.
Act
Execution and refinement.
At this stage I get to implement and test the assembled solution. This includes, sketching, designing, prototyping, evaluating the solution’s effectiveness, launching the product, gathering real-world feedback, and refining the concept.
4.
Report
Documentation and metrics.
Here is where I compile results and insights to create a case study that describes the journey from discovery to delivery, including all the challenges faced and how they can be addressed in the next iteration. It’s also where I discuss KPI’s to look for as a way to measure success.
“Thinking beyond design” is my guiding principle. I apply it to implement an ethical, human-centred design approach by comprehending user needs and developing solutions that meet specified requirements while aligning with business objectives. I also document the entire design journey, including milestones and pivots, for future reflection.
Small ideas. Big impact.
“A strategic partner who goes beyond product development, by delivering impactful experiences that build long-term business and professional relationships.”
A Food Enthusiast.
When I’m in a different creative mood, you can find me in the kitchen, experimenting with new recipes or modifying existing ones. Currently, I have over 26 self-written recipes that I’m still working on and want to share with a few trusted friends before I mark them as done.
An Avid Gamer.
If you’ve reached this far, I’ll share a secret with you. Most of my design ideas for UX, visuals, and micro-interaction animations are inspired by video games. While I enjoy playing, I make an effort to pay attention and appreciate the design decisions made by the developers throughout the game.
