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I’m a product designer with extensive experience designing internal platforms, operational tools, and enterprise applications. I excel at turning complex workflows into clear user journeys, crafting intuitive interfaces, and prototyping with cross-functional teams. I’m proficient in design systems and iterative refinement, collaborating with PMs, stakeholders, and developers to ensure clarity, usability, and impact across large tools. I value practical outcomes and strive to deliver usable, scalable solutions from discovery through implementation.…I’m a product designer with extensive experience designing internal platforms, operational tools, and enterprise applications. I excel at turning complex workflows into clear user journeys, crafting intuitive interfaces, and prototyping with cross-functional teams. I’m proficient in design systems and iterative refinement, collaborating with PMs, stakeholders, and developers to ensure clarity, usability, and impact across large tools. I value practical outcomes and strive to deliver usable, scalable solutions from discovery through implementation.

Choo Yirou

Product Designer, UX Designer, UI Designer, +2

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I’m a product designer with extensive experience designing internal platforms, operational tools, and enterprise applications. I excel at turning complex workflows into clear user journeys, crafting intuitive interfaces, and prototyping with cross-functional teams. I’m proficient in design systems and iterative refinement, collaborating with PMs, stakeholders, and developers to ensure clarity, usability, and impact across large tools. I value practical outcomes and strive to deliver usable, scalable solutions from discovery through implementation.…I’m a product designer with extensive experience designing internal platforms, operational tools, and enterprise applications. I excel at turning complex workflows into clear user journeys, crafting intuitive interfaces, and prototyping with cross-functional teams. I’m proficient in design systems and iterative refinement, collaborating with PMs, stakeholders, and developers to ensure clarity, usability, and impact across large tools. I value practical outcomes and strive to deliver usable, scalable solutions from discovery through implementation.

Available to hire

I’m a product designer with extensive experience designing internal platforms, operational tools, and enterprise applications. I excel at turning complex workflows into clear user journeys, crafting intuitive interfaces, and prototyping with cross-functional teams.

I’m proficient in design systems and iterative refinement, collaborating with PMs, stakeholders, and developers to ensure clarity, usability, and impact across large tools. I value practical outcomes and strive to deliver usable, scalable solutions from discovery through implementation.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Chinese

Advanced

Work Experience

Senior UX Designer at Optimum Solutions

September 1, 2024 - August 1, 2025

Led end-to-end design for QualiFly, an internal PWA supporting RSAF trainees, trainers, and management for qualifications management. Led the Professional Qualification module design and supported enhancements for Technical Qualification features. Translated operational workflows into clear user journeys and design deliverables in collaboration with the Product Owner. Conducted stakeholder walkthroughs with high-fidelity flows to validate navigation and coverage. Iterated designs to improve usability, clarity, and consistency. Maintained and expanded the shared design system for cross-module consistency. Collaborated with developers and product teams to ensure accurate implementation.

UI/UX Designer at ITCAN – Singtel

November 1, 2023 - May 1, 2024

Redesigned Singtel Business website to improve navigation clarity, content discoverability, and overall usability. Partnered with stakeholders to capture requirements and understand priorities and usage patterns. Reviewed IA and menu flows to identify gaps and redundancies; restructured IA to simplify access to key sections and improve page linkage. Created wireframes, prototypes, and high-fidelity mockups; documented design specifications and collaborated with development teams to ensure consistency. Iterated designs based on feedback to align with business goals.

UX Researcher at Helius Technologies – DBS

August 1, 2021 - October 1, 2023

Designed and delivered internal DBS applications (e.g., FIX Marketplace, RoboMailer) to streamline operational processes. Led end-to-end design from requirement clarification to high-fidelity prototypes. Collaborated with Product Owners to define requirements aligned with system workflows. Conducted stakeholder walkthroughs to review user flows and feature coverage. Translated backend workflows into intuitive UI layouts. Partnered with developers during implementation to refine interactions and validate design accuracy. Delivered consistent interfaces improving workflow visibility and reducing user errors.

UI/UX Designer at Nano Equipment Pte Ltd

November 1, 2018 - August 1, 2021

Delivered web and mobile application designs for tender-based projects. Gathered and analyzed requirements to translate into user flows, IA, wireframes, and high-fidelity prototypes. Produced design proposals and supported client demos, contributing to tender awards. Ensured UI consistency and usability across web and mobile. Collaborated with developers to ensure accurate implementation. Led end-to-end design for three projects: PSA Safety Systems, NUS Dining System, NUS LKCNHM Collections Management System.

Creative Designer at CommonTown Pte Ltd

September 1, 2014 - August 1, 2018

Created UI assets, illustrations, and animations for digital platforms. Led animation, layout, and logo design for ChineseGo game app. Delivered mockups and marketing visuals for schools, SMEs, and government clients. Collaborated with developers to support design integration.

Web Designer at Streetdirectory Pte Ltd

September 1, 2012 - September 1, 2014

Designed minisites, homepage mockups, and EDMs with responsive design principles. Contributed to Homedirectory cover pages and branding. Collaborated with Print Department on layout design using InDesign.

Web Designer at Global Yellow Pages Limited (GYPL)

April 1, 2009 - May 1, 2012

Designed logos, CMS/e-commerce web layouts, and website templates. Developed static HTML assets and graphic banners. Updated internal and external web content.

Online Business Executive at Singapore Information Services Pte Ltd

September 1, 2007 - March 1, 2009

Managed e-storefronts and e-catalogues, optimizing visibility and accessibility. Monitored trade leads and administered advertiser profiles. Created CD-ROM graphics and Flash video ads.

UI/UX Designer at ITCAN — Singtel

November 1, 2023 - May 31, 2024

Redesigned Singtel Business website to improve navigation clarity, content discoverability, and usability; captured requirements, restructured IA, and produced wireframes, prototypes, and high-fidelity mocks; documented specs and collaborated with developers.

UX Researcher at Helius Technologies — DBS

August 1, 2021 - October 31, 2023

Designed and delivered internal DBS applications (FIX Marketplace, RoboMailer); led design from requirement clarification to high-fidelity prototypes; conducted stakeholder walkthroughs to review flows and coverage; collaborated with developers to refine interactions.