I started my career in sales & digital marketing, moved into web development, and eventually found my way into UX design. I find the most meaning in creating digital experiences that actually mattered. How people think, where they get stuck, what makes something feel clear instead of confusing.

Every day, people navigate dozens of screens, apps, and digital interactions on top of everything else they are managing in life. That is already a lot. Digital experiences should reduce that load, not add to it.

7 years in digital design and 4+ years leading UX in business banking. Here’s what I’ve learned: Good UX is rarely about the interface. It’s about the decisions behind it, and being able to defend those decisions in a room where design is one voice among many.

At UOB, I worked on problems that did not come with clean briefs: compliance requirements that rewrote entire form structures, a design system with no documentation and seven designers independently interpreting it, fraud alert messaging that had to interrupt autopilot behaviour without triggering alarm. Each of those required me to hold two things at once: clarity about what the user needed, and being pragmatic about what was actually buildable.

I’m also finishing a degree in Psychology, which sharpens how I think about user behaviour and how I communicate design rationale to non-design stakeholders.

I actively use AI tools as part of how I work. Microsoft Teams Copilot and Claude help me accelerate user research, surface diverse perspectives, and produce supporting materials more efficiently. AI has made my research, documentation, and ideation process meaningfully faster.