I led a versatile team comprising UI/UX designers, researchers, and product managers, orchestrating a comprehensive strategy for the end-to-end user experience of our digital products. This strategic initiative significantly contributed to a remarkable 70% of our total annual revenue.

Collaborating closely with the C-suite and stakeholders, I meticulously directed efforts to identify gaps and opportunities, propelling the business to unprecedented heights.

• Guide and collaborated closely with cross-functional teams, including product management, engineering, and marketing, to ensure a seamless and cohesive user experience across all touch points while aligning tasks with both UX and business objectives to ensure design solutions were effective and impactful.

• Oversees UI & UX research, synthesizes data, extracts insights to support actionable priorities and roadmap planning.

• Led the redesign of 5 key products, including www.getducked.com & App and www.lilitstore.com & App, establishing 2 robust design systems and crafting engaging new features. These improvements optimized user experiences, boosted conversions, and achieved business goals by eliminating pain points and enhancing performance.

• Crafted two digital playbook for dUCk and LILIT brand outlining visual communication best practices and look and feel for the marketing and e-commerce teams, tailored to the newly designed product.

• Designed and implemented an internal warehouse app, significantly reducing picking time by 70% and achieving a 97% accuracy increase.

• Establish design workflow with various stakeholder to ensure resources is optimized to provide biggest impact to user and business goal.

Co-founded a design shop during the pandemic, specializing in branding, brand plans, digital marketing strategies, product design, product packaging, and content creation.

Our mission is to support SMEs and brands during these challenging times, exemplified by our dedication to providing affordable services and maintaining 100% transparency with no hidden fees or gimmicks.

• Transformed brands and boosted customer engagement through strategic UI/UX design, impactful branding, and captivating packaging & advertising campaigns. My work has helped clients establish a strong visual identity, resonate with their target audience, and achieve business goals.

• Led the design of Jasmy, a cryptocurrency token, prioritizing user trust and a sense of future-forward vision. My design choices leveraged data visualizations and intuitive interface elements to instill confidence in Jasmy s secure ecosystem and showcase the innovative potential of its data monetization model. This user-centric approach contributed to a successful launch and attracted a loyal community of investors and developers.

• From bringing brands to life with visually captivating packaging for a yet to launch CBD brand to crafting engaging 3D content, I translate narratives into impactful design experiences. My work has helped clients stand out from the competition and connect with their audience on a deeper level.

During my tenure as the Associated Creative Director at C27 in Malaysia, I served as a contracted creative leader reporting to CEO directly, providing invaluable guidance and mentorship to the entire creative team specializing in performance marketing, branded content, and user experience design. My role was instrumental in fostering creative thinking, generating innovative campaign ideas, and developing effective digital marketing strategies.

• Led the creative team in conceptualizing and executing impactful digital marketing campaigns, with a focus on performance marketing, branded content, and user experience design.

• Implemented a strategic approach to content creation by identifying and optimizing different funnels for enhanced results.

• Directed the development of creative and copy directions, campaign concepts, workflows, and processes to ensure seamless and efficient creative production.

• Provided hands-on support in producing creative collaterals to maintain a high standard of quality and creativity.

• Spearheaded the successful launch of a Limited-Time-Only campaign for McDonald s, achieving a 100% sell-out before the campaign concluded, showcasing my ability to deliver tangible and significant results.

At POS Malaysia, I led the charge in revitalizing their digital and social brand presence, spearheading transformative UI&UX and social strategies. This not only yielded impressive outcomes but also etched a historic milestone in the company s 200-year journey.

• Spearheaded a transformative journey as the creative leader of digital and social experience at POS Malaysia.

• Led the comprehensive redesign of 3 digital products, aligning business objectives with user-centered design (UCD) principles to elevate the brand experience, resulting in an impressive average 40% increase in conversion rates.

• Crafted impactful social media strategies and creative direction, resulting in a remarkable 3x (300%) increase in customer engagement and significantly enhanced customer perceptions.

• Achieved noteworthy improvements in customer satisfaction (CSAT), registering a 70% increase, and positively influenced social sentiment, contributing to an overall enhanced brand perception.

In my dynamic role at Zeno Group, a globally recognized communications agency, I played a key role in the creative team focusing on the strategic marketing and public relations domain.

My exceptional performance and leadership were acknowledged through two promotions within three years. Known for our innovative and data-driven approach, we specialized in digital marketing, social media management, brand strategy, and creative content development, achieving tangible business results for clients.

• Led the creative team in producing thematic, tactical communications, and product design, encompassing UI/UX design, content creation, videos, and other communication collateral.

• Successfully won pitches across diverse industries, including aviation, beauty, insurance, automotive, technology, water management, manufacturing, and entertainment.

• Achieved significant revenue growth, becoming the top revenue generator in the APAC region.

• Collaborated with Fox Network Group (Disney)
  to create a highly acclaimed VR experience campaign for a popular TV series.

• Partnered with AirAsia BIG for an unconventional guerrilla campaign, urging passersby to literally shred their existing credit cards in exchange for AirAsia s credit card.

In the pioneering era of digital design, I joined Dentsu to establish the digital arm for a traditional ATL & BTL agency. My role involved developing digital initiatives, including web design, web apps, and interactive screen design. I played a crucial role in reshaping clients perceptions of the possibilities within the digital realm, elevating and strengthening their online footprint.

• Spearheaded pitches and developed digital initiatives, guiding existing clients through their digital transformation journey.

• Crafted engaging campaign microsites for renowned clients such as Uniqlo, Toyota, and Honda.

• Collaborated closely with client servicing and web developers to produce thematic and tactical websites, covering UI/UX design, visual designs, social ads, videos, and other digital communication collateral.

• Successfully secured a year-long retainer for the agency by winning the Uniqlo pitch, created an interactive web game for their HeatTech launch in Malaysia.

• Initiated the expansion of the digital arm by hiring and leading a team of two designers.

Halo&syn, known for their sleek and functional appliances, sought my expertise in bringing their designs into the digital age. I crafted user-centered experiences for their IoT devices, while simultaneously reimagining their packaging as a valuable touchpoint for customer interaction and relationship building. Through embedded CRM features, I aimed to elevate the user journey beyond the point of purchase.

• Designed eye-catching packaging for kitchenware giants like AEON and Lotte, featuring QR codes that unlocked web experiences with recipes and other engaging contents.

• Designed packaging with QR code that took users straight to websites with product info, recipes, and more, making kitchen tasks fun and engaging.

• Designed a running app where your avatar gets fitter alongside you, and you earn badges for all your hard work - making jogging way more fun!

• Designed eye-catching and interactive booths for roadshows, boosting foot traffic and brand engagement.