Hi, I'm Zinia. I'm a Senior UX Designer specialising in product design and design system leadership.
For 4+ years, I led UX design and governance on UOB Infinity, the business banking platform serving corporate clients across 10 markets. I designed complex payment experiences and built the team’s first centralised design system from the ground up, helping the 7-person UX team work with less friction and more alignment.
I work where user needs meet business constraints, regulatory requirements, and technical reality. My job is to make that intersection navigable for users and defensible in front of stakeholders.
For 4+ years, I led UX design and governance on UOB Infinity, UOB’s business banking platform serving corporate clients across 10 markets. I designed complex payment experiences, built the team’s first centralised design system from scratch, and helped a 7-person UX team work with fewer debates and more alignment.
I work where user needs meet business constraints, regulatory requirements, and technical reality. My job is to make that intersection navigable for users and defensible in front of stakeholders.
Hi, I'm Zinia. I'm a Senior UX Designer specialising in product design and design system leadership.
Selected Work:
- Design Systems, Enterprise Banking, Payments, UX Leadership
- Design Systems, Enterprise Banking, Payments, UX Leadership
About
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.
That belief is what moved me from web design and development into UI, and eventually into UX. I wanted to work on the part that actually mattered: how people think, where they get stuck, and what makes an interaction feel clear versus confusing.
What I have learned after more than 4 years doing this in enterprise banking is that good UX is rarely about the interface itself. It is about the decisions behind it, and having the rigour, communication skills, and evidence to defend those decisions in rooms 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 am currently pursuing a degree in Psychology, which continues to sharpen 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. My Figma design work and UX decision-making remain hands-on, but AI has made my research, documentation, and ideation process meaningfully faster. I plan to complete the AI for UX Bundle from Nielsen Norman Group and actively share what I learn with my team to raise our collective output quality.
What I believe strong UX requires:
User empathy grounded in observation, not assumption.
Understanding users means going beyond what they say they want. It means studying where they hesitate, what they misread, and what they have learned to work around.
Systems thinking across the full product ecosystem.
Every design decision exists inside a larger flow. I have spent years tracing how a single interaction pattern can create or resolve friction three screens away.
Evidence-based decision making.
I use UX heuristics, usability principles, and impact vs criticality frameworks to ground design decisions in logic rather than preference. This matters especially when defending design choices to technical and business stakeholders.
Areas of Expertise
Enterprise Product UX
Designing complex, high-stakes digital experiences such as payment flows, multi-step approvals, and data-heavy enterprise tables where clarity and predictability directly affect user trust.
Design System Governance
Building and enforcing shared behavioural standards, not just visual libraries. I established UOB Infinity's first centralised design system documentation and governance process from scratch.
UX Decision Frameworks
I use a structured framework for UX decisions: BAU vs new pattern evaluation, NNGroup heuristic review, impact vs criticality assessment, and a clear action threshold for when to push for change versus defer.
Stakeholder Communication and Design Advocacy
Translating UX rationale into business language. I regularly presented and defended design decisions in front of product owners, solution architects, business analysts, and technical teams.
Design Critique and Team Alignment
Facilitating structured design critiques that converge on principle-based decisions, not personal preference. Led alignment across 7 concurrent designers on multiple payment products.
AI-Augmented Research and Workflow*
I use Microsoft Teams Copilot and Claude to accelerate research, surface diverse perspectives, and produce documentation and presentation materials more efficiently. I plan to complete the AI for UX Bundle from Nielsen Norman Group and actively bring these capabilities back to the team to improve collective workflow productivity.
How I work
01
I start by separating what is known from what is assumed. In enterprise banking, assumptions about user behaviour are expensive, both in development cost and in user trust.
02
I use convergent facilitation in design critiques: surface multiple perspectives first, then narrow using heuristics and evidence rather than consensus or seniority. This produces faster decisions with fewer revisits.
03
I document everything. Decision rationale, rejected patterns, the reasoning behind why we chose one approach over another. Undocumented decisions become repeated debates.
04
I use AI tools intentionally. Microsoft Teams Copilot and Claude help me think faster and wider during research and ideation. My design decisions and Figma work remain hands-on, but AI has made the upstream process of gathering perspectives and stress-testing assumptions more efficient. I treat it as a research accelerator, not a design replacement.
Blogs
Contact
Get in touch
I am currently open to senior and lead UX design opportunities 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.