About
Main bio
I've designed for some of Malaysia's most recognised names — Grab, Carlsberg, Chatime, Oldtown White Coffee, MRT Corporation, and more. Across 70+ projects spanning consumer apps, enterprise platforms, and everything in between, I learned fast that great design isn't about looking good. It's about solving the right problem for the right person at the right moment.
Leading a 6-designer team across 33 countries taught me that design leadership isn't about having the best ideas — it's about creating the conditions for great work to happen. I embedded research into the process, pushed for cross-border consistency, and made sure empathy wasn't just a word we used in kickoffs.
Currently at Mudah.my, Malaysia's largest marketplace with 8M+ monthly visitors, owning the homepage and key category experiences alongside Product and Engineering.
it's me
How i work
The problem behind the problem
Every brief hides a better brief. I've learned to sit with the discomfort of not jumping straight into solutions — to ask one more question, reframe one more assumption.
dig before you start
work with it
Constraints are the actual brief
Cultural nuance, operator requirements, platform limitations — I've designed through all of them. Great design isn't about ignoring real-world complexity. It's about finding the solution that works inside all of it. Note: → constraints shape better work.
Designers who speak developer ship better work
My computing background changed how I collaborate. I don't hand off — I build with. I can talk about component states, API limitations, and edge cases without needing a translator. That means fewer revision cycles, fewer surprises in production, and a team that actually trusts each other
design that survives
small details matter
8 million users notice what you think they won't
At Mudah.my, I design for one of the highest-traffic platforms in Malaysia. At that scale, a confusing label costs thousands of drop-offs. A clearer CTA moves real revenue. The details aren't polish — they're the product.
What dive into my work
Timeline
Mudah.my
As Senior Product Designer at Mudah.my, I own the homepage and core category experiences for one of Malaysia's highest-traffic platforms. From launching new verticals like car plate sales to designing the CelcomDigi campaign page and e-invoicing flow, my work spans discovery, conversion, and compliance — always in close collaboration with Product, Engineering, and Marketing to ship experiences that are consistent, scalable, and used by millions.
Apr 2024 - Current
Forest Interactive
As Team Lead UI UX Designer at Forest Interactive, I headed a cross-functional team of five — spanning UX research, design, and copywriting — delivering 30+ projects across B2C mobile apps, dashboards, landing pages, and corporate websites. Notable work includes launching the Wallet Codes app with 100K+ downloads and a 4-star rating, redesigning the LUAS Selangor government website, and revamping the WITSA website serving IT associations across 80 countries. Beyond delivery, I maintained a 1,000+ component atomic design system, contributed free Figma resources downloaded 20,000+ times, and ran UX workshops for 50+ students. Recognised with the People's Choice Award in 2021 and 2022, Speaking Engagement Award 2021, and Top Performer Award 2022.
Oc 2021 - Apr 2024
Tractive
As Lead Designer at Tractive, I owned the full creative output across UI/UX and graphic design — spanning digital signage and client products across 20+ projects in three years. I was the single point of contact between stakeholders and developers, working directly with notable brands including MRT Corp, Carlsberg, Grab, Chatime, and Oldtown. A standout project was the B2C dashboard for Enomad in collaboration with Grab — now running across 10+ regions in Klang Valley with 150+ cars on the road and 30 million impressions per month.
Aug 2017 - Jul 2020