Hi! I’m Zinia, a UX Designer.
I collaborate with founders and teams to create digital experiences that are easy, efficient, and enjoyable to use. Good UX helps businesses prevent early usability issues, reduce business interaction costs, and increase user satisfaction. Make UX your priority, or spend more fixing bad UX later.
I’m currently improving banking experiences within the UOB Infinity platform.
I collaborate with founders and teams to create digital experiences that are easy, efficient, and enjoyable to use. Good UX helps businesses prevent early usability issues, reduce business interaction costs, and increase user satisfaction. Make UX your priority, or spend more fixing bad UX later.
I’m currently improving banking experiences within the UOB Infinity platform.
Hi! I’m Zinia, a UX Designer.
9 selected projects:
About
Here’s a little about my journey:
About 6 years ago, working on real-world products like mobile ordering apps changed how I see problems entirely. Applying UX and design thinking on live projects showed me how powerful thoughtful experience design can be, not just for users, but for teams and businesses. UX changed me. It taught me that the best solutions do not come from clever visuals, but from empathy, curiosity, and a deep desire to understand before acting.
Since then, my focus has been on creating meaningful impact by using UX research, principles, and heuristics to guide decisions. Over time, I realised UX is more than design. It is a way of navigating complex challenges and difficult conversations with empathy and curiosity. Empathy became my strongest tool.
Good UX is ultimately what differentiates a product or service from competitors, not features alone, but how it makes people feel, think, and act.
There are three things I believe every UX designer must have:
- User Empathy: A deep understanding of users’ needs, frustrations, and behaviours. UX designers rely on research, testing, and observation to ensure every decision is grounded in real human experiences.
- Systems Thinking: The ability to see the bigger picture and how touchpoints connect. This allows designers to create consistent, scalable, and efficient experiences across products and platforms.
- Data-Informed Decisions: Strong UX decisions are driven by data, research, and usability principles, not personal preference or aesthetics alone.
Beyond these skills, building good relationships matter to me the most. Empathy means replacing judgment with curiosity, and building strong communication and rapport helps navigate challenges and foster collaboration.
I’m also taking my degree psychology to deepen my knowledge of people and behaviours, which helps me design and communicate with even more insight and empathy.
What I Do
- UX & Product Design
- Design Systems
- UX Audit & Strategy
- Website Design & Development
- UI Design
My Approach
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Frequently Asked Questions
I also understand business objectives, budget constraints, and development efforts, allowing me to balance functionality, aesthetics, and business goals effectively.
- If you’re building or improving a digital product and want it to be user-friendly, intuitive, and enjoyable for your users to use your platform
- If you need progressive feedback and practical design solutions, provided remotely and collaboratively
- If you want to spot and fix usability issues early with UX audits, design reviews, or ongoing design support
- If your product or website needs a fresh UX perspective, a clear structure, or just a second pair of eyes to spot friction points
- If you want someone who can balance design, strategy, and practicality
- If you value collaboration and open communication, and want someone who listens closely and adapts to feedback
