esmaerle

Led and contributed to high-impact real client projects such as VAR and PGR for Petronas, Petros, Zenro, SEB Cares, and Liberty Insurance, delivering user flows, UI designs, prototypes, and ensuring project goals were met under Agile methodologies. Drove end-to-end UX design processes for internal projects (UX Team Website, FSC Website), including research, wireframing, UI design, prototyping, and documentation of design systems, improving user engagement and design consistency. Collaborated with cross-functional teams including business analysts, developers, and stakeholders to define and refine user requirements, preparing user story grooming sessions, and providing feedback to drive product clarity and alignment. Took on multiple hats as a creative designer, business analyst, and graphic designer, offering valuable input on project direction, gathering requirements, and mentoring team members to ensure design consistency and efficient project delivery. Researched and implemented design best practices, staying updated on industry trends to create competitive, modern interfaces for mobile and web platforms, with a focus on mobile-first, responsive design solutions. Led and improved internal collaboration and communication processes, conducting training sessions to improve teamwork between business analysts and designers and introducing new tools (e.g., Figjam) to streamline design and wireframing workflows.

Led the design and implementation of a streamlined sign-up flow for 3 key user personas (Parents, Students, Teachers), reducing manual data entry by Telebort staff and improving overall user experience. Conducted competitive research on sign-up flows and dashboards (Pandai, Udemy, Google Classroom), applying insights to optimize Telebort’s user flow for scalability and efficiency. Designed high-fidelity user interfaces and prototypes for the entire user journey, from sign-up to personalized dashboards, ensuring consistency and clarity for all user types. Collaborated directly with the founder and developers, managing stakeholder communications and addressing design constraints, ensuring alignment on features and deliverables within tight timelines. Enhanced Telebort’s website by creating a new, user-friendly Hiring page, improving readability and UX writing to better communicate company values and attract potential candidates. Proposed and initiated a design system to improve consistency across the website, working closely with developers to implement scalable solutions within resource and timeline limitations. Collaborated closely in coding and designing an e-commerce multi-vendor mobile application.

Conducted competitor analysis on property renting apps to identify market gaps and design opportunities. Led 7 user interviews, affinity mapping, and card sorting to define user pain points, creating actionable insights for design improvements. Developed user personas and mapped user journeys (as-is and to-be), highlighting key areas for enhancement in the app experience. Designed mid-fidelity wireframes and built a design system, ensuring consistency and scalability across the platform. Created high-fidelity mobile UI designs and conducted usability testing, gathering feedback using SUS and NPS to refine user experience. Presented findings to design managers and received positive feedback, leading to further development with additional personas (Agent and Admin).

Collaborated closely in coding and designing an e-commerce multi-vendor mobile application. Identified feasible optimization strategies for search engine that improved website domain and page authority. Optimised keywords in increasing search engine optimization (SEO) of website. Designed a minimum of 4 preliminary versions of graphic designs and video edits per day for commercial use. Participated in managing company’s social media accounts. Identified current trends in niche for content creation that was carried out in planned strategies in increasing social media engagement.

Led a small business online and offline during strict pandemic-SOPs. Developed customer profile and market size for online and offline marketing strategy. Calculated marketing expenses, profit, and lost statements. Operated with other business teams in promoting products to customers.