12 years’ experience across product, Graphics Design, UX/UI, Brand Design, as well as digital leadership and storytelling. I bring extensive experience designing complex digital products in entertainment, gaming, fintech, SaaS, and marketing environments. Here’s what I bring to the table: - Brand health research and brand identity implementation - WCAG 3.0 compliance - End-to-end system ownership - UI/UX principals - Design system establishment, and component library documentation - Cross-platform expertise - Mentoring leadership - Experience working in startup, scale-up, and enterprise environments, including in big tech. - Bilingual tech fluency - English and Mandarin…

Ruqa

12 years’ experience across product, Graphics Design, UX/UI, Brand Design, as well as digital leadership and storytelling. I bring extensive experience designing complex digital products in entertainment, gaming, fintech, SaaS, and marketing environments. Here’s what I bring to the table: - Brand health research and brand identity implementation - WCAG 3.0 compliance - End-to-end system ownership - UI/UX principals - Design system establishment, and component library documentation - Cross-platform expertise - Mentoring leadership - Experience working in startup, scale-up, and enterprise environments, including in big tech. - Bilingual tech fluency - English and Mandarin…

Available to hire

12 years’ experience across product, Graphics Design, UX/UI, Brand Design, as well as digital leadership and storytelling. I bring extensive experience designing complex digital products in entertainment, gaming, fintech, SaaS, and marketing environments.

Here’s what I bring to the table:

  • Brand health research and brand identity implementation
  • WCAG 3.0 compliance
  • End-to-end system ownership
  • UI/UX principals
  • Design system establishment, and component library documentation
  • Cross-platform expertise
  • Mentoring leadership
  • Experience working in startup, scale-up, and enterprise environments, including in big
    tech.
  • Bilingual tech fluency - English and Mandarin
See more

Work Experience

Senior Brand Designer at CreditorWAtch
June 3, 2024 - Present
Fintech SaaS platform offering customer onboarding, credit risk, and financial analysis tools. Reporting directly to the CMO within the Marketing division, I led the creative and brand function across all digital channels, campaigns, and product touchpoints. As the lead designer embedded in Marketing, I owned end-to-end visual execution for demand generation, product marketing, social media, advertising, and large-scale brand initiatives.
Senior Product Designer at Konvoy
April 3, 2023 - April 29, 2024
IoT + SaaS platform for real-time asset tracking, telemetry, and data visualisation. Key Achievements ● Established the entire UX function from the ground up, including strategy, processes, and user-centred frameworks. ● Spearheaded a product-led transformation, aligning UX with business goals and engineering capabilities. ● Designed complex telemetry, data visualisation, and real-time monitoring interfaces across desktop and mobile. ● Delivered iterative UX improvements leveraging analytics, user interviews, and A/B testing to enhance usability and customer satisfaction. ● Coordinated product requirements with Engineering, Data, and Executive teams to drive roadmap clarity. ● Developed company-wide brand guidelines, marketing assets, and a full website redesign aligned to business objectives.
Digital Lead at Salesforce
August 2, 2021 - April 3, 2023
Provided strategic direction for digital communications, cultural engagement initiatives and regional programming. ● Led planning, facilitation and moderation of panel discussions and forums addressing cultural representation, inclusion and leadership development across the Asian community within Salesforce. ● Partnered with senior leaders and executive sponsors to shape inclusive communications strategies aligned to corporate DEI objectives. ● Produced and delivered large-scale internal events, digital campaigns and cultural awareness initiatives reaching cross-functional teams across APAC. ● Designed and governed internal brand assets and communication frameworks to ensure consistency and alignment with Salesforce corporate standards. ● Mentored junior employees and contributed to leadership pipeline development through community-building programs. ● Acted as a cultural advisor within ANZ business units to ensure respectful, accurate and representative communications.
UI/UX Designer at Salesforce
July 6, 2015 - July 26, 2021
● Designed interactive demos and functional prototypes used in 160+ enterprise accounts across APAC. ● Created “Luna,” Salesforce’s standard internal demo app used in 40+ countries (2018). ● Played a leading role in Salesforce’s migration from Adobe XD to Figma, delivering company-wide training and managing global design libraries. ● Influenced over $1.06B in ARR, contributed to a 70% close rate, and helped reduce sales cycle time by 33%. ● Developed digital experiences showcased at major events including Salesforce World Tour. ● Advocated for design thinking, elevating design maturity across the region. ● Mentored junior and mid-level designers across APAC. ● Served as Salesforce APAC event photographer, covering C-level demonstrations, customer showcases, executive panels, and internal community events.

Education

Bachelor at University of Western Sydney
January 2, 2012 - December 31, 2012

Qualifications

Add your qualifications or awards here.

Industry Experience

Financial Services, Gaming, Healthcare, Professional Services, Wholesale & Distribution