"Great design is all about aligning business goals with users’ goals"


Sr. UX Design/Product

March 2016 - Present


• Open-minded, make critical decisions, and take ownership. Continually push for better experience.

• Ability to convey concepts through logical wireframes, flows and mockups and transform them into beautiful interfaces and experiences.

• Communicate across business, engineers teams and other different functions to shape the future of product (Mobile).

• Measure performance, define and direct A/B (split) and multivariate tests to improve customer experience.

• Use a human-cantered design approach to direct the design of product solutions that solve for the true needs of our users.


Global Sr. UX Design

Sept 2015 – March 2016


As UX designer, I drive the ‘Best In Class’ direction of the product experience from research, personas, wireframes, and clickable prototypes for the global digital channels e.g. Internet Banking, Mobile and Tablet. 
I'm a strong problem solver, self-motivated, and will balance creativity with an analytical approach. I take ownership of the interaction design process while simultaneously cultivating an environment of team collaboration and open communication.


Creative Partner

Sept 2002 – Present


UX/UI Design / Creative Direction


Lead UX Product Design

Jan 2015 – Aug 2015


• Craft and communicate compelling digital experience vision and strategies  

• Deliver detailed experiences including but not limited to wireframes, users flows, UI specifications, clickable prototypes, research, usability analysis and interaction design from concept through completion

• Articulate complex product visions through simple, elegant designs that inspire and delight users

• Work with Digital Product Managers to clarify and define user stories as they apply to user interface 

• Collaborate with UX team members to ensure the overall design is consistent with established styles and usability best practices 

• Execute user research strategy, from planning, recruiting, design, conducting the research and analysis

• Proactively suggest UI / UX improvements for existing and future products

• Act as sounding board and brainstorm leader for new design concepts


Senior UX at IQLab, Head of UX/UI Mobile

Sept 2012 – Sept 2014

IQ Innovation Lab - To work with product techies, designers, entrepreneurs, business analysis and artists to explore new crazy/innovative ideas that we can engage in our desktop and mobile products. As a discovery type of person, my primary function is to learn then share with my team members. Most people are scared to fail but I believe failure is common in the world of innovation.

Mobile Team - To define, develop, test, and communicate how users interact with our product across various platforms and devices. Often I need to understand complex product requirements, and translate them into simple/ intuitive user interfaces. I oversee/create pixel perfect user experience wire frames, prototypes, and mockups and work closely with UI designers, product managers, engineers, and QA to bring designs to life. Lead the UX function and contribute to product design and strategy.


Creative Director - User Experience Design

Mar 2010 – Sept 2012

My role is to create intuitive and engaging user Interfaces with the focus on the user's experience and interaction in mobile and convergent experiences across multi-native platforms (iOS, Android, Windows Phone and BB).

This year alone, I've been actively transform client’s business needs into design strategies, interaction and visual design solutions with many top Financial Institutions, mobile giant, media companies and exchanges such as Nokia, S&P Capital IQ (McGraw hill), New York Stock Exchange, Bank of Montreal, Macquarie, CNBC and many more… 

• Oversee the development of creative; combining strategy, interactive and brand design, creative content and technology.
• Engage in new business pitches to win new, and extend existing client relationships. Advocate to sell creative work that inspires the Company and builds our portfolio. 
• Lead initiatives for developing and refining UI/UX best practices and processes.
• Maintain constant communication with the Executive Leadership team (COO) to raise issues and concerns with product developments
• Work along with product team to interpret client needs in a coherent and constructive format for the creative development of the project as well as develop new business opportunities.
• Collaborating closely with product, engineering and design throughout the product lifecycle.
• Foster a creative culture that supports innovation, teamwork and professional development
• Manage multiple projects from concept through completion


Associate Creative Director - Interaction Design

Mar 2009 – Mar 2010

To create intuitive and engaging user Interfaces with the focus on the user's experience and interaction. The design process must balance technical functionality and visual elements to create a system that is not only operational but also usable and adaptable to changing user needs.
Mobile platform includes:
(RIM BlackBerry, Apple iOS, Google Android) for the financial industry.

Key Responsibilities:
• Lead projects through the proactive development of UI deliverables (taskflows, wireframes, prototypes, annotated mocks, etc.).
• Apply knowledge of usability, human factors and UI processes to create innovative user 
• Gather insights into user needs through usability testing to validate business needs and user goals.
• Work with Product / Quality Assurance team to ensure that features are implemented according to specifications.
• Solid understanding of user-centered design principles
• Conceptual/strategic mindset
• Understanding of multiplatform designs
• Familiarity with tablet and small screen designs

CarryQuote Enterprise™: an award-winning market data technology platform that delivers real-time financial market data, sophisticated analytics, proprietary multi-media content, and live CNBC news and streaming TV broadcasts to virtually any desktop, laptop, pad, and smartphone.


Senior Art Director

Oct 2007 – Nov 2008

• Responsible for creative idea formulation, development for above & below the line work
• Evaluate, create, and manage brand value for Fidelity brand across Asia Pacific region
• Work closely with Creative director/Managing Director to deliver creative strategy
• Dealing with client to communicate design concepts, address issues and concerns and offer solutions
• Offer direction and guidance to the creative team to ensure consistent design and execution


Design Director

Aug 2005 – Jun 2007

• Responsible to develop and maintain a FTA's image and formulate marketing and communication plans to generate, maintain and increase existing business with major Airlines in the Asia Pacific regions; Cathay Pacific, Air China, QANTAS, China Airlines, 
Dragon Air, JAL Express, etc...
• To maintain the consistency of the FTA brand for all marketing & communication materials both internally and externally
• Implement the marketing plan to the targeted customers 
• To help identify and forecast customer demands, also responsible for planning and co-coordinating each stage of marketing plans, outlining budgets and timeframes
• To contribute creativity, energy and enthusiasm when dealing with events, photo-shoots and any marketing campaigns


Design Director

Jun 2001 – Jun 2005

Mission and Duty
During my 4 years at Restart, my goal is to create intelligent, creative, functional, living and visual communication systems for people to experience. My team and I brought together a passionate group of clients who believe in building systems that are useful, usable and desirable. 

Every sector, medium or brief carries its own conditions and objectives. By working closely with each client and understanding their specific needs, we are able to map out various design directions for clients such as Taikoo (Swire Group), Hong Kong Philharmonic Orchestra, Flight Training Adelaide, Venezina International Company, Pollyform Lingerie, Symbidia and Incubate Ventures. 

Responsibilities included:
• Conceptual thinking with judgment on overall creative strategy
• Organize project planning, schedule meeting and deadline 
• Client Management 
• Project presentation
• Compose project documentation such as creative briefs, proposals and specifications
• Manage project estimation and controlling competitive budget
• Dealing directly with client to communicate design concepts, address issues and concerns and offer solutions
• Offer direction and guidance to the creative team to ensure consistent design and execution
• Manage and estimate time outlays for self and other designers
• Work with project managers and technologists to implement designs into technology frameworks