I'm a product designer with over 15 years partnering with global brands like Yahoo and Bosch, specializing in the holistic simplification of fintech and AI ecosystems. I leverage scalable design systems and data-informed research to transform complex constraints into intuitive, high-impact user experiences for international markets. Currently, I lead design system initiatives and user research to drive growth across cross-cultural teams, delivering accessible, high-conversion experiences for web and mobile across enterprise tools and consumer-facing apps.…

Chua Yih Puoh

I'm a product designer with over 15 years partnering with global brands like Yahoo and Bosch, specializing in the holistic simplification of fintech and AI ecosystems. I leverage scalable design systems and data-informed research to transform complex constraints into intuitive, high-impact user experiences for international markets. Currently, I lead design system initiatives and user research to drive growth across cross-cultural teams, delivering accessible, high-conversion experiences for web and mobile across enterprise tools and consumer-facing apps.…

Available to hire

I’m a product designer with over 15 years partnering with global brands like Yahoo and Bosch, specializing in the holistic simplification of fintech and AI ecosystems. I leverage scalable design systems and data-informed research to transform complex constraints into intuitive, high-impact user experiences for international markets.

Currently, I lead design system initiatives and user research to drive growth across cross-cultural teams, delivering accessible, high-conversion experiences for web and mobile across enterprise tools and consumer-facing apps.

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Language

English
Fluent
Chinese
Fluent

Work Experience

Senior Product Designer at Urbint
January 1, 2023 - June 30, 2025
Design and prototype user flows and web/mobile design systems for an AI-powered solution that anticipates threats to workers and critical infrastructure, facilitating proactive incident prevention. Collaborate with cross-functional teams (project managers, researchers, developers) across the United States, Europe, and India to deliver user-friendly iOS, web enterprise applications in North America, the United Kingdom, and India. Prototyped interactive tools to demonstrate risk scenarios to non-technical stakeholders
L ead UI UX d esigner at Bosch
March 1, 2022 - December 31, 2023
Led the redesign of Aquaeasy, an AI/IoT platform for shrimp farming, modernising the user interface, refining the design system, and conducting prototype testing to drive feature adoption. Enhanced farm management through data analytics and real-time monitoring, promoting sustainable practices for shrimp farms in Indonesia and Vietnam. Collaborated with cross-functional agile teams (project manager, stakeholders, researchers, developers) across Singapore, Vietnam, and Indonesia.
Creative Technologist at Yahoo
August 1, 2016 - January 31, 2022
Spearheaded innovation in AR products, dynamic advertising, and ad product user experience. Prototyped and developed mobile web AR experiences. Designed ad templates for DSP platforms and supported global rollout (APAC, EMEA, NAR).
UX Designer at Fastacasj
June 1, 2012 - July 31, 2016
Conducted user research, prototyping, and usability testing for fintech peer-to-peer payment applications (both web and mobile). Managed feature development within an Agile team, ensuring seamless end-to-end design integration. Collaborated with international agile teams to facilitate product launches in India and Vietnam.
Senior Product Designer at NEWRY GLOBAL MEDIA / WEEWOO
September 1, 2025 - Present
Lead rapid user research (persona development, interviews, usability testing), App analytics, UX audit and stakeholder workshops to define product growth opportunities. Design system build & audit to improve component efficiency and accessibility, ensuring WCAG 2.1 and Mobile Accessibility guidelines. Create wireframes, storyboards, walkthroughs and Figma prototypes for cross-cultural product owners, junior designers and developers. Transform complex AI and computer vision features into high-converting B2C experiences with heuristic reviews and UX audits to simplify subscription flows and monetisation.
Senior Product Designer - Contract at Urbint (acquired by Itron)
January 1, 2023 - June 1, 2025
Designed end-to-end experiences for an enterprise AI no-code with conditional logic system protecting critical infrastructure across the US and UK. Streamlined AI process flows, reduced incident response time, and created a scalable design system adopted across iOS and web platforms. Validated AI workflows with field researchers and data scientists.
Lead UI/UX Designer at BOSCH ASEAN
March 1, 2022 - February 28, 2023
Led the redesign of AquaEasy, an AI/IoT platform for shrimp farming, modernizing the interface with custom Material Design. Drove feature adoption and increased usage via user testing with low-literacy farmers. Improved farm management through real-time monitoring and data analytics, promoting sustainable practices across Indonesia and Vietnam.
Lead UI/UX Designer at IRESTORE
January 1, 2022 - March 1, 2022
Designed end-to-end user journeys and service flows for smart utility operation apps for NAR and EMEA markets. Delivered a product suite that significantly impacted the Utilities industry, contributing to the company's acquisition by Urbint.
UX Designer at Fastacash
June 1, 2012 - August 1, 2016
Design and launch zero-to-one fintech peer-to-peer payment applications across web and mobile. Managed feature development within an international Agile team, facilitating product launches in India and Vietnam.
Lead Interaction Designer at Tango Shark
March 1, 2009 - June 1, 2012
Led a team of 3 to design app experiences for major banking clients, including DBS iBanking and IDEAL web apps. Streamlined DBS reward redemption journeys, increasing engagement by 40% through behavioral design principles.
Senior Interactive Designer at Convertium, BBDO, Activate Interactive
February 1, 2003 - March 1, 2009
Digital creative for online advertising. Digital campaign sites for Sony, Samsung, Club Med, Nokia, Aon, VW, Asia Pacific Brewery, delivering impactful interactive experiences.

Education

multimedia design at the one academy
January 1, 2001 - December 31, 2009
Advanced Diploma in Multimedia Design at The One Academy
January 1, 2000 - December 31, 2003

Qualifications

Advanced Diploma in Multimedia Design
January 1, 2000 - December 31, 2003

Industry Experience

Computers & Electronics, Media & Entertainment, Software & Internet, Professional Services, Financial Services, Other
    uniE621 Bosch Aquaeasy web and mobile app
    AquaEasy is an AI platform for shrimp farming that enhances productivity and sustainability using AI and IoT. I contributed to revamping the design system, modernizing the UI to improve usability , designing new features, and conducting prototype testing for user buy-in. These updates improve user experience, optimize farm management, and provide data analytics and real-time monitoring. mobileapp android webapp agriculture saas…