Available to hire
I am a Singapore Citizen with over 15 years of experience in Digital Design. I have a deep understanding of uncovering user mental models to enhance user experiences that drive business growth and deliver measurable results. I am committed to continuous improvement, refining my skills and work daily to contribute to long-term success.
Experience Level
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Work Experience
Senior UI/UX Designer at Laminaar Aviation Infotech
November 1, 2022 - PresentSpearhead the new Gen3 design strategy for the company’s suite of software across web, mobile and tablets. Work closely with stakeholders and end users to produce effective design solutions. Act as the sole brand consistency checkpoint for all company materials assisting marketing communications and sales departments. Lead the design team including hiring and training.
Senior UI/UX Designer at Interlective
October 31, 2022 - August 23, 2025Oversaw the company’s digital strategy and product designs including a peer-to-peer delivery mobile application, an e-commerce solution, an email marketing service, and a lead generation platform. Developed product strategy and managed projects for both in-house and client products ensuring milestones and business objectives were met. Led a team of designers and developers, including hiring and training.
Design Lead at Proof Perfect
January 31, 2017 - August 23, 2025Led digital strategy development, UI/UX design and concept development as well as project management, budgeting, and reporting. Ensured all milestones were met within budget and schedule. Managed vendors and provided guidance to key team members such as copywriters, designers, and developers. Responsible for hiring and training the team.
Digital Creative Director at The Brand Theatre
May 31, 2011 - August 23, 2025Led creative teams for all digital accounts ensuring that content and artworks were developed on-brand and on schedule. Executed strategy and UI/UX development for all digital projects. Managed budgeting, project management, and scheduling.
Digital Art Director at BCM Institute
March 31, 2011 - August 23, 2025Developed and managed all in-house digital platforms, including website management, updates, and improvements. Collaborated with external parties such as third-party developers, videographers, photographers, and printers to meet company milestones.
Multimedia Developer at The Brand Theatre
July 31, 2010 - August 23, 2025Designed and developed marketing materials, websites, and web applications. Developed brand identity and roll-out campaigns. Collaborated with developers, printers, photographers, and videographers to ensure projects met quality standards and deadlines. Assisted with new pitches and proposal development.
Education
BA Communication and Media Management at University of South Australia
January 1, 2012 - January 1, 2013Diploma in Communication Design at LASALLE College of the Arts
January 1, 2006 - January 1, 2008Certificate in Multimedia at INGRIN Institute
January 1, 2005 - January 1, 2006Diploma in Design at INGRIN Institute
January 1, 2005 - January 1, 2006Certificate in Graphic Design at INGRIN Institute
January 1, 2004 - August 23, 2025Qualifications
HFI Certified Usability Analyst
January 1, 2021 - August 23, 2025Human Factors International Certified Scrum Master
January 1, 2021 - August 23, 2025Scrum Alliance Certified Agile Professional
January 1, 2021 - August 23, 2025ICAgile
January 1, 2021 - August 23, 2025Industry Experience
Education, Media & Entertainment, Software & Internet, Healthcare, Government, Retail, Transportation & Logistics
Experience Level
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
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