With over 10 years of multimedia design expertise, I’ve helped over 50 companies to craft captivating and user-centric UX/UI experiences that resonate with and empower users.

Case Study

Project Overview: Redesigning the IRAS Website for Intuitive Navigation, Accessibility, Engagement, Personalization, and Scalability.

IRAS Web Revamp

Project Overview: Redesigning the IMDA Website for Intuitive Navigation, Accessibility, Engagement, Personalization, and Scalability.

IMDA Web Revamp

Experience

<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/e354ddc4-9514-4697-af17-acb8c69f5932/logo-white-512.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/e354ddc4-9514-4697-af17-acb8c69f5932/logo-white-512.png" width="40px" /> Mar 2023 - Present

Cleftech Asia, Singapore & Malaysia — *Creative Lead (freelance)*

Expanded wide spectrum of international engagements, including website design and development, NFT strategy and creation, and beyond

• UX/UI Design: Revamped CIMB Clicks Singapore
• Mentorship Initiatives: Conducted interactive design training sessions for corporates, including the United Nations (UN), encouraging creative growth and skill development
• Strategic Thinking & Initiatives:
  • Managed an entire project lifecycle for an interactive fashion eCommerce platform, within a strict 8-week timeline and budget constraints, from hiring to design and deployment
  • Led design direction of an innovative mini robot:
    • In-depth user research for data driven design
    • Create 2D & 3D designs from concept to final execution
• Effective Storytelling: Achieved over 200k views and 300k reach for managing a social media ad campaign
• Product Delivery Leadership: Sourced and managed developers, aligning technical capabilities with budget to deliver UX/UI specifications into production

Read more:

Cleftech Asia

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<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/947a14fc-d4f9-482f-9633-ca608249c1af/EY_logo.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/947a14fc-d4f9-482f-9633-ca608249c1af/EY_logo.png" width="40px" /> Mar 2021 - Mar 2023

Ernst & Young, Tech Consulting, Singapore — UX Designer

Delivered end-to-end UX/UI design solutions for:

• 14 Singaporean government agencies
• 4 non-government companies in Singapore
• Scalable Design System: Redesigned and documented a standardized design system adopted by 3 of those agencies
• Holistic Design Support:  Managed all visual elements, including videos and animations to complement UX/UI designs
• Collaborative Workshops: Facilitated design thinking workshops to enhance collaborative client brainstorming sessions
• Led Data Driven Design: Partnered with UX researchers to strengthen research quality and translated insights into actionable UX/UI improvements

Read more:

Ernst & Young, Tech Consulting

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<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/f6e51af8-b800-4e2a-afe9-ac1352d2c5f2/f0dbf455-3ae6-41c2-bcfc-e879b109a28a/ac.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/f6e51af8-b800-4e2a-afe9-ac1352d2c5f2/f0dbf455-3ae6-41c2-bcfc-e879b109a28a/ac.png" width="40px" /> Aug 2019 - Mar 2021

Freelance — Multimedia Designer Specializing in UX/UI

Beyond designing and developing websites, I also ventured into graphic design projects, including digital marketing campaigns and video production for Sony Music

• Secured a high-profile contract with Sony Music to design and develop multilingual training videos for global use
• Designed and developed WordPress websites for MNCs (including Aedge Group, GS Holdings, SMC Industrial)
• Managed comprehensive digital marketing and graphic design projects for a diverse international clientele
• Generated multi-million-dollar leads for clients through strategic digital marketing, ad campaigns, and branding design
• Collaborated with clients across multiple regions, including the US, Europe, China, Hong Kong, India, Singapore, and Malaysia

Read more:

Freelance - Multimedia Design specializing in UI UX

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<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/f34387ec-f21a-4d4a-8bd4-039611a8cdbc/460x0w.webp" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/f34387ec-f21a-4d4a-8bd4-039611a8cdbc/460x0w.webp" width="40px" /> Jan 2019 - Aug 2019

OrangeTee & Tie, Singapore — UX UI Designer

• Revamped UX UI of Singapore’s 1st One Stop Real Estate Digital Ecosystem Mobile App for Property Agents (both iOS and Android)
• Revamped UX UI of ****Singapore’s 1st property agent review platform that is based on verified transaction as well as corporate website

Notable Achievements:

• Nominated as Best Adoption by SG:D Techblazer Awards (Nation’s highest accolade for tech innovation)
• Increased adoption rate by 60% within 5 months
• Achieved 86% reduction in page loading time
• 70% decrease in bounce rate through design solutions for corporate website's technical complication

Read more:

OrangeTee & Tie

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<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/49ef6ee5-1c5e-4899-b54e-0fbb615c1524/av-1.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/49ef6ee5-1c5e-4899-b54e-0fbb615c1524/av-1.png" width="40px" /> Aug 2017 - Dec 2017

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<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/2ce01b10-ce4d-414c-b744-eeaa9cefb700/Silverlake-logo-2022_small.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/2ce01b10-ce4d-414c-b744-eeaa9cefb700/Silverlake-logo-2022_small.png" width="40px" /> Sep 2016 - Dec 2016

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<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/0eeebb62-cb3b-465d-979f-d866a44eb5d1/yobaweb-logo.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/0eeebb62-cb3b-465d-979f-d866a44eb5d1/yobaweb-logo.png" width="40px" /> Jan 2013 - Aug 2016

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Wide spectrum of online & offline projects