Turning ideas into intuitive experiences
Strategic product designer with 9+ years of experience shaping consumer and enterprise platforms. Skilled in building scalable design systems, mentoring teams, and transforming early-stage ideas into clear, user-driven solutions through research, competitor analysis, and user testing. Experienced in fast-paced startup environments, balancing user needs with business goals to deliver intuitive designs that drive engagement, efficiency, and retention.
Experience
NALURI | Senior Product Designer - 2020 - PRESENT, KUALA LUMPUR, MALAYSIA
Led design across Naluri Admin, Naluri Care, and Naluri App/Web, streamlining operations, coach workflows, and member experiences including chat, health tracking, instant feedback powered by AI and virtual consultations.
Led the design for the Kaotim Customer Portal, a new Takaful product for younger audiences, focusing on digital-first customer journeys and integrating Naluri’s health features such as assessments, journals, consultations, and lessons.
Established and scaled the design system, reducing design-to-development handoff time and ensuring consistency across all platforms.
Conducted user research and usability testing to guide product decisions and improve overall experience.
Collaborated with product managers and engineers to align design outcomes with business goals.
Provided mentorship to junior designers and product managers, and guided the evolution of Naluri’s brand identity to better align with the company’s vision and strategy.
Key Achievements
Revamped Naluri Care, reducing coach task time and improving coaches effectiveness in delivering care to members.
Redesigned Naluri App and Web, boosting member experience, engagement and retention.
Delivered design for Kaotim Customer Portal, enabling the launch of a digital-first Takaful product.
Built a scalable design system, accelerating delivery and unifying product experiences.
IFLIX | Junior Art Director - 2016 - 2020, KUALA LUMPUR, MALAYSIA
Managed and mentored a team of designers, video editors and copywriter in delivering creative campaigns for iflix Originals (Bangkit, Oi! Jaga Mulut, Ombak Rindu The Series) and key marketing campaign (iflix FREE, Leklu Campaign).
Collaborated with product teams on UI/UX for iflix Kids and partner co-branded pages, bridging marketing and product design.
Delivered multi-channel campaigns across digital, social, and partner platforms, increasing brand visibility and user acquisition.
Key Achievements
Successfully launched iflix Originals campaigns and live sports content that boosted subscriber engagement across SEA markets.
Education
Bachelor of Design, Graphic Design | Minor in Economics, The Pennsylvania State University, 2012 - 2016
GPA: 3.77/4.0
Honor: Graphis New Talent Merit Award (2016) – Recognised for Paper Sample product design.
Skills
Product & UX Design: User Research, Interaction Design, Wireframing, Prototyping, Usability Testing, User Testing, Data Visualisation
Design Systems & Strategy: System Design, Accessibility Design, Branding & Identity
Collaboration & Leadership: Product Management, Stakeholder Management, Mentorship & Team Guidance
Visual & Creative: Visual Design, Motion Design, BM Copywriting
Tools
Design & Prototyping: Figma, Framer, Maze, InVision
Collaboration & Management: Jira, Notion, Miro
Creative & Motion: Adobe Illustrator, Adobe Photoshop, Adobe Indesign, Adobe Premier Pro
Development & Emerging Tech: HTML/CSS, ChatGPT, DeepSeek