Hi, I’m Zinia. A Product Designer with 7 years in digital design and 4+ years in UX.

I work across data & research, product concept & strategy, and UX/solution design into end-to-end product experiences. I’ve designed across payments, SaaS, and F&B platforms. In UOB, I built the first payment design system framework, and helped my team of 7 designers work with more UX alignment & acceleration. I strive to improve the financial experiences across products and the payment ecosystem using UX and product strategies.

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I work across data & research, product concept & strategy, and UX/solution design into end-to-end product experiences. I’ve designed across payments, SaaS, and F&B platforms. In UOB, I built the first payment design system framework, and helped my team of 7 designers work with more UX alignment & acceleration. I strive to improve the financial experiences across products and the payment ecosystem using UX and product strategies.

View resume

Hi, I’m Zinia. A Product Designer with 7 years in digital design and 4+ years in UX.

Introduction

I’ve worked across Data & Research, Product Strategy, and UX/Solution Design across five companies. Now, I want to bring these disciplines together to shape end-to-end product experiences.

01 Discovery • Ideactio Pte Ltd: Turned raw conversations into personas and problem discovery. 

02 Concept/Strategy • LiHO Tea: Developed one persona from 30 qualitative interviews and presented the branding experience to the founder. 

03 Data • JuzzWeb Pte Ltd: Analysed website, SEO, and paid ads data across bounce rates, scroll depth, CTR, and conversions to optimise front-end UX and improve marketing ROI. 

04 Execution • Techzu Ichicode: Led UX/UI design for SaaS products, website design & development, and ensured UX consistency from technical implementation to product delivery. 

05 System • UOB: Built the first payment design system framework, and helped my team of 7 designers work with less friction and more UX alignment. 

Selected Work:

  • Design Systems, Enterprise Banking, Payments, UX Leadership

UOB Infinity

I led UX design and design system governance for UOB Infinity's corporate banking platform. I built the team's first centralised design framework, shipped payment experiences across markets, and established the UX standards that reduced design fragmentation across the product.
  • F&B, Mobile ordering, Product UX

Timbre Group

Redesigned the mobile ordering and cashless payment experience for Timbre X diners, simplifying a complex multi-step ordering flow into something users could complete without thinking twice.
  • Mobile App, Product UX

BELLS Baking Studio

Designed a mobile community platform for bakers to share content and connect, balancing user engagement patterns with a clear, navigable information architecture.
  • Branding, Mobile ordering

LiHO

Redesigned 7 brand touchpoints to improve user engagement and create a more coherent experience across LiHO's digital and physical presence.

About Me

My name is Zinia, and I strive to improve the user experiences across products and payment ecosystem using UX methodologies and product strategies.

Every day, people navigate dozens of screens, apps, and digital interactions while managing everything else in life. I believe good design should reduce that mental load, not add to it. This is especially true in payments, where people need clarity, confidence, and simplicity when managing their money.

My Product Design Principles:

01

Design is 90% Communication: Articulating design decisions is the most important skillset in product design. This includes team facilitation, stakeholder communication, and delivering the best user experience.

02

Critical Thinking Mindset: I use critical thinking to simplify complex systems, reduce cognitive load, and make the right actions easier for users. I continuously leverage AI throughout the design process to accelerate research and exploration.

03

Systems Thinking: Every design decision exists inside a larger flow. I understand how a single interaction pattern can create or resolve friction three screens away.

04

Outcomes over Output: I focus on solving the right problem, not simply producing more screens or features. I connect user needs, business goals, and measurable outcomes to make better product decisions and create experiences that deliver meaningful impact.

Blogs

Good Design is Good Business

In today's competitive business landscape, good design is a strategic necessity. The idea that "Good Design...

Approach with Curiosity, Not Judgment: A Key Mindset for UX/UI Designers

In UX design, empathy is frequently celebrated as essential for creating user-focused products. But is it genuin...

The Hidden ROI of Usable UI Design

In the digital age, a well-designed user interface (UI) is more than just eye candy—it's a powerful driver of business succe...

Empathy in UX Design: Real Impact or Just Talk?

In UX design, empathy is frequently celebrated as essential for creating user-focused products. But is it genuin...

Contact

Get in touch

I am currently open to Product or UX Designer roles in Singapore, particularly within financial services, government digital services, and enterprise product teams.

If you would like to discuss my work, request the full UOB Infinity case study, or explore how I could contribute to your team, I would be glad to connect.

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