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Led product redesign initiatives across the CUSTA e-commerce ecosystem, increasing checkout conversion by 42% (0.6% → 0.85%) and contributing to a ¥650M (~RM20M+) revenue milestone. • Reduced checkout drop-off by 23% by simplifying purchase flows and improving configuration steps. • Oversaw product experience across 6 platforms and internal systems, ensuring scalable UX patterns and consistent design standards. • Built and governed the CUSTA design system with reusable components and documentation across multiple platforms. • Established design governance practices and cross-team collaboration frameworks across product, engineering, and marketing teams. • Defined product experience strategy and design principles for CUSTA’s ecosystem. • Led design direction across product initiatives, mentoring designers and working closely with product and engineering leadership. • Led UX research programs that informed product roadmap decisions and experience improvements. • Developed analytics dashboards to track funnels, CVR, and behaviour insights. • Embedded AI-assisted workflows (ChatGPT, Claude, Figma AI) to accelerate ideation and prototyping.

Led product design for the Rize Islamic digital banking app, covering onboarding, deposits, personal financing, referrals, and marketplace journeys. • Improved acquisition and activation by simplifying onboarding and identity verification, reducing friction in account setup. • Conducted quarterly UX audits across iOS, Android, and Huawei to ensure consistency, usability, and accessibility compliance. • Created scalable design components and documentation that improved developer efficiency and UI consistency. • Collaborated with Product, Marketing, Strategy, and Corporate Affairs on high-impact campaigns and growth initiatives. • Partnered with Legal, Compliance, Shariah, and Risk to ensure experiences met regulatory and governance requirements. • Leveraged AI tools for research synthesis, competitor benchmarking, and UX writing to support faster experimentation.

Led the Malaysia UI design team delivering multi-platform UX/UI solutions for global enterprise clients. • Worked with international UX/UI teams across regions to maintain design consistency and scalability for cross-market projects. • Designed digital campaign experiences for Apple and Samsung under Digi Telecommunications, supporting high-visibility launches. • Won and delivered first-phase concept design for Oriana Jewellery, shaping the digital brand and product experience. • Provided UI leadership for telecom projects including DTAC Thailand, delivering responsive web and mobile interfaces.

Established UX processes and enhancement governance for RoTF (Refinery of The Future) and other transformation initiatives. • Delivered UX for enterprise web and mobile platforms supporting critical engineering workflows. • Designed UX for major systems including RoTF enhancements, PDCT, and Crude platforms. • Created an MVP mobile game for internal engineering engagement and training, boosting adoption of digital learning. • Introduced usability testing and user-centric design practices to improve internal system adoption and efficiency.

Led UI design for EduCloud platforms (Job Matching portal, CMS portals, online learning interfaces for users and admins). • Delivered job portals, campaign landing pages, CMS dashboards, distance learning sites, and an e-wallet app. • Collaborated with PTPTN to align the Job Matching portal with national education initiatives. • Produced wireframes, UI concepts, and interactive prototypes for stakeholder alignment and development.

Co-founded and ran a 3-person studio delivering end-to-end UI/UX and front-end development for web and mobile products. • Designed and built platforms including Profit Pips trading platform and R.AGE (The Star Group) website/mobile revamp. • Implemented front-end using AngularJS, Ionic, HTML, CSS, and JavaScript for responsive, cross-platform apps. • Used Sketch, InVision, Zeplin, Marvel, and Adobe Illustrator for design delivery and dev handoff, managing multiple small projects in parallel.