Delivering digital services since 2010

Delivering digital service since 2010

Remarkable digital customer experiences

Greetings, I'm Wai, a T-shaped practitioner with roots in marketing and a history of design practice across a broad range of industries. I have grown design practices, led teams, coached designers and built design systems.

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Wai was able to consistently bring new ideas and UX strategy to the table in our wider cross-functional team

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Wai was able to consistently bring new ideas and UX strategy to the table in our wider cross-functional team

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Wai was able to consistently bring new ideas and UX strategy to the table in our wider cross-functional team

Kenneth Chen

@reecetech

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Wai has been extremely inspirational and motivating in my transition from graphic design to UX/UI design

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Wai has been extremely inspirational and motivating in my transition from graphic design to UX/UI design

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Wai has been extremely inspirational and motivating in my transition from graphic design to UX/UI design

Suyin Lim

@yincreative

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Innovative problem-solving solutions which contributed greatly to the successful outcome of our projects

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Innovative problem-solving solutions which contributed greatly to the successful outcome of our projects

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Innovative problem-solving solutions which contributed greatly to the successful outcome of our projects

Michael Pullman

@wildfrontiers

Some recent highlights

Want more information? READ MY SLIDES 🔖

Optimised self service capability at local government

Role: UX Lead

Team: 1 Product Manager, 1 Platform Engineer, 1 Digital Content Lead

Activities: 10 user interviews, prototyping, usability testing, content design, user experience

Low adoption was incomprehensible. Engagement on mobile devices was almost non-existent. Disorganised information and cluttered interfaces with content difficult to find. On top of this, accessibility standards were below par causing task abandonment and as a consequence, putting pressure on the Customer Connect team. Redesigned the layout and content to shape a refreshed digital experience across all channels.

158%

Increase in unique clicks

81.4

High overall usability score

39%

Increase in mobile usage

158%

Increase in unique clicks

81.4

High overall usability score

39%

Increase in mobile usage

158%

Increase in unique clicks

81.4

High overall usability score

39%

Increase in mobile usage

A no-code brand portal

Role: Senior Product Experience Designer

Team: 1 Senior Product Manager, 2 Software Engineers, 1 BA, 1 UI Designer

Activities: Persona research, 20 user interviews, stakeholder engagement, usability testing, UI component design and development

Replacing an antiquated HTML builder. Both unfriendly and inaccessible, the previous incarnation was clearly aimed at the wrong audience and built by Engineers in a knee-jerk reaction to an urgent client request. In collaboration with the product and engineering teams I influenced a user centred approach to deeper understand our audience with a focus on key personas and their journey.

24/7

Consumed from anywhere in the world at anytime

15

Minutes on average to create a page

10x

Improvement on self-service experience

24/7

Consumed from anywhere in the world at anytime

15

Minutes on average to create a page

10x

Improvement on self-service experience

24/7

Consumed from anywhere in the world at anytime

15

Minutes on average to create a page

10x

Improvement on self-service experience

Injecting accessibility into design libraries

Role: UX Lead

Team: 1 Product Manager, 1 Platform Engineer, 1 Digital Content Lead, 1 UX Designer

Activities: User research, technical feasibility study, asset library development, component library design

Laying the foundations for the organisation's first ever design system. This was designed for diverse audiences, to address known collaboration issues amongst delivery teams with an interest in scalability benefits. The overall visual experience was fractured and branding was inconsistent. We needed to remedy issues fast with the customer at the centre of our exploration.

15%

Increase in design consistency

2.1 AA

WCAG compliant

20

Participant insights gleaned from an IA card sort exercise

15%

Increase in design consistency

2.1 AA

WCAG compliant

20

Participant insights from an IA card sort exercise

15%

Increase in design consistency

2.1 AA

WCAG compliant

20

Participant insights gleaned from an IA card sort exercise

Quality outcomes

Proven to drive results and scale.

UX/UI Delivery

Get your high fidelity screens in order and dispatched to your engineers in time for sprint. Flesh out your user journeys and ensure they align with your business objectives.

Prototyping

Do you need to show moving and working parts of your portal to demonstrate how people will interact with it?

Design System

Are you too busy to maintain your design system leaving you with a backlog of work and inability to scale.

Usability Testing

Have you neglected earlier validation and now you're unable to justify your design rationale.

Leverage your sites

Conversion driven, eco-friendly, usable web design to support your go-to-market activities and product launches. No-code development.

Content Design

User-focused content. Blending UX writing and storytelling to create a unique narrative across platforms.

Quality outcomes

Proven to drive results and scale.

UX/UI Delivery

Get your high fidelity screens in order and dispatched to your engineers in time for sprint. Flesh out your user journeys and ensure they align with your business objectives.

Prototyping

Do you need to show moving and working parts of your portal to demonstrate how people will interact with it?

Design System

Are you too busy to maintain your design system leaving you with a backlog of work and inability to scale.

Usability Testing

Have you neglected earlier validation and now you're unable to justify your design rationale.

Site Enhancements

Conversion driven, eco-friendly, usable web design to support your go-to-market activities and product launches. No-code development.

Content Design

User-focused content. Blending UX writing and storytelling to create a unique narrative across platforms.

Quality outcomes

Proven to drive results and scale.

UX/UI Delivery

Get your high fidelity screens in order and dispatched to your engineers in time for sprint. Flesh out your user journeys and ensure they align with your business objectives.

Prototype

Do you need to show moving and working parts of your portal to demonstrate how people will interact with it?

Design System

Are you too busy to maintain your design system leaving you with a backlog of work and inability to scale.

Usability Testing

Have you neglected earlier validation and now you're unable to justify your design rationale.

Leverage your sites

Conversion driven, eco-friendly, usable web design to support your go-to-market activities and product launches. No-code development.

Content Design

User-focused content. Blending UX writing and storytelling to create a unique narrative across platforms.

Questions I frequently get

What are your design principles?

Inclusive · Easy · Efficient · Ethical · Flexible

What is digital CX?

Where do your strengths lie?

What is a fractional designer?

What is in your toolkit?

Which industries are you most familiar with?

Do you have experience with internal facing systems?

Are you more UX or UI?

Do you code?

What are your design principles?

Inclusive · Easy · Efficient · Ethical · Flexible

What is digital CX?

Where do your strengths lie?

What is a fractional designer?

What is in your toolkit?

Which industries are you most familiar with?

Do you have experience with internal facing systems?

Are you more UX or UI?

Do you code?

What are your design principles?

Inclusive · Easy · Efficient · Ethical · Flexible

What is digital CX?

Where do your strengths lie?

What is a fractional designer?

What is in your toolkit?

Which industries are you most familiar with?

Do you have experience with internal facing systems?

Are you more UX or UI?

Do you code?