A seasoned Product Designer with a 15-year track record of transforming complex technical systems into intuitive digital products. I act as a strategic bridge between business goals, engineering constraints, and user needs to ship successful 0-to-1 products—especially by simplifying dense AI/Fintech workflows into frictionless experiences. I’m driven by data and user research to improve feature adoption, task speed, and retention. I lead end-to-end product design with scalable, accessible design systems (WCAG 2.1), partnering closely with product owners and engineers to deliver pixel-perfect, measurable outcomes.…

Chua Yih Puoh

A seasoned Product Designer with a 15-year track record of transforming complex technical systems into intuitive digital products. I act as a strategic bridge between business goals, engineering constraints, and user needs to ship successful 0-to-1 products—especially by simplifying dense AI/Fintech workflows into frictionless experiences. I’m driven by data and user research to improve feature adoption, task speed, and retention. I lead end-to-end product design with scalable, accessible design systems (WCAG 2.1), partnering closely with product owners and engineers to deliver pixel-perfect, measurable outcomes.…

Available to hire

A seasoned Product Designer with a 15-year track record of transforming complex technical systems into intuitive digital products. I act as a strategic bridge between business goals, engineering constraints, and user needs to ship successful 0-to-1 products—especially by simplifying dense AI/Fintech workflows into frictionless experiences.

I’m driven by data and user research to improve feature adoption, task speed, and retention. I lead end-to-end product design with scalable, accessible design systems (WCAG 2.1), partnering closely with product owners and engineers to deliver pixel-perfect, measurable outcomes.

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Language

English
Fluent
Chinese
Fluent

Work Experience

Senior Product Designer at NEWRY GLOBAL MEDIA / WEEWOO (Spain) (Remote)
September 1, 2025 - Present
Lead UX audits and rapid user research to identify growth opportunities. Facilitate cross-functional workshops to align product roadmaps with business goals. Drive data-informed design decisions using Google Analytics and digital feedback systems to prioritize UX improvements. Transform AI/computer vision features into high-converting B2C experiences by optimizing subscription flows and paywalls. Architect and maintain scalable Figma design systems while ensuring WCAG 2.1 and mobile accessibility compliance. Lead design from ideation through high-fidelity prototyping with engineering teams, and iterate post-launch by triangulating quantitative analytics with qualitative feedback to meet conversion targets.
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 at Urbint (acquired by Itron) (Miami, FL, US) (Remote)
January 1, 2023 - June 1, 2025
Designed end-to-end enterprise no-code environments using conditional logic to convert predictive data streams into linear, actionable user journeys, increasing feature adoption by 28%. Redesigned threat visualization dashboards for over 5,000 safety managers, reducing incident response time by 35%. Authored and implemented a scalable iOS and web design system, standardizing AI/data components and cutting overall UI development time by 40%. Conducted field research alongside utility crews and data scientists to ensure algorithmic outputs mapped correctly to real-world physical safety scenarios.
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.
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
Lead UI UX Designer at BOSCH ASEAN (Singapore)
March 1, 2022 - February 1, 2023
Led 0-to-1 modernization and redesign of AquaEasy, an AI/IoT agriculture platform, built on a customized Material Design framework. Increased feature adoption and usage by 2X by translating user testing insights from low-literacy field operators into simplified workflow interactions. Managed agile design alignment across product squads in Singapore, Vietnam, and Indonesia, refining designs and driving design system adoption.
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.
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.
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.
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).
Creative Technologist at YA H O O (Singapore)
January 1, 2016 - January 1, 2022
Spearheaded end-to-end mobile web AR advertising frameworks, improving user interaction rates by 14%. Engineered dynamic, performance-driven ad templates for DSP platforms, boosting click-through metrics by 24% across APAC, EMEA, and NAR while ensuring global compliance.
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.
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.
Lead UI UX Designer - Partnership at IRESTORE (US)
January 1, 2012 - March 1, 2022
Mapped comprehensive end-to-end user journeys and service flows for smart utility operations across web and iOS applications for NAR and EMEA markets. Delivered an integrated product suite that optimized utility workflows and contributed to the company’s strategic acquisition by Urbint.
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.
Lead Interaction Designer at TANGOSHA RK (KMAR)
January 1, 2009 - June 1, 2012
Oversaw a design team of three to deliver high-profile web and mobile experiences for major banking institutions, including DBS iBanking and IDEAL web platforms, driving a 40% increase in user engagement on reward redemption pathways.
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
Advanced Diploma (Multimedia Design) at The One Academy
January 1, 2000 - January 1, 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, Energy & Utilities, Agriculture & Mining, Consumer Goods
    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…