Website & Brand Experience
From marketing sites to customer purchase flows, I design digital experiences that connect business goals with user needs. My focus is on clarity, accessibility, and guiding users toward meaningful actions through thoughtful design.
01
AirAsia RedTix - Homepage & Ticketing Flow (2018)
Redesigning the customer journey for event discovery and ticket purchase across Asia.
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Improved homepage layout for event discoverability and promotions.
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Simplified ticket-purchase flow to reduce friction and improve conversion.
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Designed responsive interfaces for desktop and mobile.
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Collaborated closely with developers and marketing teams.
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Result Highlights
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Streamlined checkout flow (fewer steps to payment)
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Reduced customer complaints after launch
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Positive feedback from organisers and users
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Improved collaboration between Product, Design & Engineering
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02
Bakehouse Venture Builder - Company website (2017)
End-to-end design for multiple client brands under a venture-builder environment.
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UX/UI design for diverse industries (food, tech, lifestyle).
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Crafted cohesive brand visuals and responsive layouts.
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Highlighted key projects such as Revolicious and Drop Coffee.
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Outcome: Refreshed brand presence and improved usability across client portfolios.
03
Aquila Network - Fintech Website (2017)
Rebrand and redesign for a crypto-investment platform focused on transparency and trust.
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Refined visual identity for better credibility.
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Designed onboarding and product-exploration flow.
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Collaborated with stakeholders on content and UX messaging.
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Result Highlights:
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Clear explanation of a complex fintech model
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First peer-to-peer securities lending website
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Improved communication between stakeholders in the UK and Malaysia
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Visual identity that balanced fintech innovation and professionalism
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Designing for the web means balancing creativity with structure. Every visual and interaction should serve both the user journey and the brand’s purpose.