About Me
Lead UI/UX & Customer Experience (CX) Designer with 12+ years of experience leading enterprise UI/UX strategy, Customer Journey, Client Experience, and AI-assisted digital transformation across B2B and B2C platforms. Proven expertise in designing end-to-end experiences for Clients, Customers, Employees, and Sales Representatives across eight enterprise digital products. Skilled in Customer Journey Mapping, Service Design, User Research, Voice of Customer (VoC), NPS, CSAT, Design Thinking, AI-assisted UX workflows, Microsoft Clarity, Google Analytics, and enterprise Design Systems. Strong track record of leading cross-functional teams, collaborating with senior stakeholders, facilitating workshops, mentoring designers, and delivering customer-centric digital solutions that improve business performance, digital adoption, and user satisfaction.
In September 2014 I joined Bloomingdale World Partner in Kuala Lumpur as a Graphic Designer, working on print, digital, and social media assets aligned with client brand guidelines, and supporting creative concept development through to production. It was where I learned what it means to deliver work someone else is depending on.
From October 2015 to July 2019 I was Senior Graphic Designer at Shift Holding Berhad, leading digital, UI, and brand design for MaxxOil and Maxx'N Go across web, mobile, and marketing channels, designing UI for websites and web applications with a focus on usability and visual consistency, working closely with product managers, vendors, and marketing teams on end-to-end campaigns.
As Lead Media Designer at Spring Professional from July 2019 to February 2021, I led UI/UX, digital, and customer-focused design initiatives across recruitment and digital platforms, designing user-centred interfaces and landing pages aligned with business goals and usability best practices, collaborating closely with marketing, IT, and business stakeholders.
Twelve years in, I'm now leveraging AI-assisted design workflows to accelerate ideation, UX documentation, content generation, and design exploration. Same obsession with clarity, new tools to get there.
Capabilities Overview
Enterprise UI systems, wireframes, prototypes, and scalable design languages across multi-product ecosystems.
Journey mapping, service design, and Voice of Customer research that align business goals with real user needs.
Leveraging generative AI to accelerate ideation, documentation, and design exploration without losing rigor.
Building and maintaining reusable components, UX governance, and accessibility standards at enterprise scale.
Running Design Thinking sessions and mentoring designers, translating insight into measurable product impact.
Analysing Voice of Customer, NPS, CSAT, Microsoft Clarity, and Google Analytics to drive design decisions.
Signature Offering
I am a Design Thinking Facilitator who leads teams to think beyond screens and solutions. Each quarter, I design and facilitate hands-on Design Thinking sessions with 10–12 team members, guiding them to apply empathy, problem framing, ideation, prototyping, and testing in real work and real products.
By translating Design Thinking into practical, everyday actions, I help teams move from assumptions to insight, align around user needs, and build products with purpose, clarity, and measurable impact.
Selected Work
Sales rep and client ordering platform merging company identity with user perspectives.
Streamlined employee claims and financial records through intuitive UI/UX design and company branding.
Backend platform for client ordering approval and status, with limited-access SAP Fiori integration.
Third-party enterprise platform where I lead user-centered design to simplify workflows and align business goals.
Unified platform with single login access to all products and dashboards.
A comprehensive research of the end-to-end DKSH digital journey, identifying pain points, gaps, and opportunities across all touchpoints.
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Third-party internal platform for centralized product knowledge and updates.
Design principles embodying American ingenuity and innovation, from concept to final product.
Design inspired by the diverse cultural heritage of Malaysia.
Blockchain platform design using bold lines and vibrant colors to convey energy and connection.
Design inspired by the diverse cultural heritage of Malaysia.
Building strong brand identity that enhances recognition and sets the stage for marketplace and UI library.
Career Journey
FAQ
My day-to-day work is enterprise UI/UX and Customer Experience: ordering platforms, admin tools, and unified product portals for large B2B and B2C organizations. I also take on graphic design and branding work outside of that core focus.
I'm currently a Senior UI/UX Designer and Client & Customer Experience Lead at DKSH, but I'm always happy to hear about interesting roles, consulting projects, or collaborations. Reach out and let's talk.
Yes. I facilitate hands-on Design Thinking sessions that help teams move from assumptions to insight, apply empathy and problem framing, and build products with purpose and clarity. Happy to discuss what that could look like for your team.
Figma, Miro, and Sketch for design and collaboration, plus the Adobe Creative Suite (Photoshop, Illustrator, InDesign, XD, Premiere Pro, and After Effects) for graphic and motion work.
Email is best: kaay231194@gmail.com, or use the contact form below. I usually reply within a day or two.
Get in touch
Open to Manager and Senior Manager roles in UI/UX and Customer and Client Experience (CX)(CIX), design leadership, and enterprise product design engagements. Based in Damansara, Malaysia.