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Design Leader with 15+ years of experience crafting digital products, e-commerce platforms, and customer experiences across banking, retail, hospitality, and enterprise. Experienced in leading multidisciplinary teams, shaping UX strategy, and translating business goals into intuitive, scalable solutions that drive measurable outcomes. I focus on product design, UX strategy, creative direction, and design systems—partnering with stakeholders to run discovery, build strong information architectures, improve usability and accessibility, and ensure delivery quality from kickoff to launch.…Design Leader with 15+ years of experience crafting digital products, e-commerce platforms, and customer experiences across banking, retail, hospitality, and enterprise. Experienced in leading multidisciplinary teams, shaping UX strategy, and translating business goals into intuitive, scalable solutions that drive measurable outcomes. I focus on product design, UX strategy, creative direction, and design systems—partnering with stakeholders to run discovery, build strong information architectures, improve usability and accessibility, and ensure delivery quality from kickoff to launch.

Farid Salam

Product Designer, UX Designer, UI Designer, +2

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Design Leader with 15+ years of experience crafting digital products, e-commerce platforms, and customer experiences across banking, retail, hospitality, and enterprise. Experienced in leading multidisciplinary teams, shaping UX strategy, and translating business goals into intuitive, scalable solutions that drive measurable outcomes. I focus on product design, UX strategy, creative direction, and design systems—partnering with stakeholders to run discovery, build strong information architectures, improve usability and accessibility, and ensure delivery quality from kickoff to launch.…Design Leader with 15+ years of experience crafting digital products, e-commerce platforms, and customer experiences across banking, retail, hospitality, and enterprise. Experienced in leading multidisciplinary teams, shaping UX strategy, and translating business goals into intuitive, scalable solutions that drive measurable outcomes. I focus on product design, UX strategy, creative direction, and design systems—partnering with stakeholders to run discovery, build strong information architectures, improve usability and accessibility, and ensure delivery quality from kickoff to launch.

Available to hire

Design Leader with 15+ years of experience crafting digital products, e-commerce platforms, and customer experiences across banking, retail, hospitality, and enterprise. Experienced in leading multidisciplinary teams, shaping UX strategy, and translating business goals into intuitive, scalable solutions that drive measurable outcomes.

I focus on product design, UX strategy, creative direction, and design systems—partnering with stakeholders to run discovery, build strong information architectures, improve usability and accessibility, and ensure delivery quality from kickoff to launch.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Advanced

Malay

Advanced

Arabic

Intermediate

Work Experience

Design Leader specialising in Product Design, UX Strategy, Creative Direction, and Digital Experiences at Farid Salam (UOB TMRW team, embedded)

June 1, 2025 - Present

Owned the end-to-end redesign of UOB’s Personal Internet Banking platform, improving usability, accessibility, and scalability across a critical banking product. Drove localisation across multiple Asian markets by evolving the design system and ensuring consistent experiences across regional implementations. Partnered with cross-functional stakeholders to align design decisions with business and technical requirements.

Design Leader at Aleph Labs

December 1, 2024 - December 1, 2024

Led a cross-border design team across Singapore and Malaysia on projects for UOB, SIM University, Capella Hotel Group, and Patina Hotels. Co-led discovery workshops, information architecture, UX strategy, and UI design for the Patina Hotels website redesign, aligning business objectives with a premium digital experience. Ensured alignment between business goals and design delivery across multiple concurrent client engagements.

Design Lead / CD at Overdose

April 1, 2018 - July 1, 2024

Led and mentored a multidisciplinary design team, establishing design standards, improving collaboration, and raising the quality of creative output. Partnered with enterprise and retail clients to shape digital strategy, facilitate workshops, and translate business objectives into user-centred digital experiences. Owned project scoping (objectives, timelines, resourcing) while overseeing UX, design systems, and execution quality from kickoff to delivery; balanced creative leadership with operational oversight.

Senior Graphic / UIUX Designer at Nokomai Studios

August 1, 2009 - April 1, 2018

Designed custom websites, interactive experiences, and digital campaigns across government, finance, entertainment, and retail sectors. Produced motion graphics and animations for brands including GIC, Prudential, Samsung, and HBO, translating complex ideas into engaging visual experiences.

Graphic / Web Designer at Planet Ads & Design

May 1, 2009 - July 1, 2009

Created graphic designs and marketing materials for brands including Carrefour, FreshKon, and MOS Burger. Developed visually appealing campaign collateral aligned with each brand’s identity and campaign goals.

Graphic / Web Designer at Peranakan Place

July 1, 2007 - July 1, 2008

Designed visually engaging promotional materials for monthly events. Conceptualised and created graphics that reflected the entertainment venue’s identity and resonated with its diverse audience.

Graphic / Web Designer at Asialinx

May 1, 2005 - August 1, 2005

Created event collateral and built/designed a website for merchants. Supported merchants to learn about the business and participate in a membership programme.