Enterprise UX / Internal Tools
I design and refine enterprise and B2B tools that simplify complex workflows for professionals. From recruiter platforms and event management systems to engineering data tools, my focus is on creating clarity, reducing friction, and supporting better decisions through thoughtful UX.
Making complex business tools feel effortless for real-world users.
01
Ørsted – Wind Turbine Loads Analysis Tool (2025)
Internal tool for wind-turbine load analysis.
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Challenge & context (engineers, data complexity)
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UX approach (user research, usability testing, iteration)
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Solution overview (filters, visualization, workflow clarity)
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Result Highlights:
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60–70% faster sensor discovery with the new filter flow
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Reduced manual effort through automated name-based matching
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Higher confidence in validated datasets used for turbine analysis
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Scalable design pattern adopted across Ørsted’s engineering tools
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This work is under confidentiality agreement.
I’d be happy to share the full story privately, just drop me an email for access.
02
SEEK Asia – Recruitment CRM (SIVA Migration) (2022)
Migration of legacy hiring system into unified SEEK platform.
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Problem (legacy constraints, inconsistent workflows)
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Role (UX design, stakeholder alignment, user testing)
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Result Highlights
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6.4% increase in returning customer rate
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Avoided projected –3 NPS drop and ~RM 3 M revenue risk
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63% of recruiters rely on Boolean Search daily
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Successful rollout across 4 markets (MY, SG, PH, ID)
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03
AirAsia RedTix – Event Management System (2018)
B2B platform for event organizers to manage listings, ticket tiers, and reports.
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Context (multi-stakeholder use case, from marketing to on-ground staff)
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Process (information architecture, interaction flows, usability reviews)
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Result Highlights:
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Event setup time cut from days to hours
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0 developer dependency for event creation
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100+ events managed through the system
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Streamlined data access for operations and business teams
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Enterprise UX is about making intricate systems feel simple, aligning business logic with user needs through structure, consistency, and empathy.