Reduce Friction Increase Usability

Difficult checkout?

I fix broken interactions and transform them into personalised booking and purchasing experiences.

I have enjoyed designing for internal and external audiences, scaled teams, coached designers, optimised products and built robust design systems.

Buying | Booking | Reading | Watching

Work

Some notable things

Case Study

A Leaner Design System

Decluttering 13 years of design debt

Case Study

Optimising Self Service

Engaging 170,000 residents

Case Study

Travel Shopper Archetypes

Making personalised booking experiences

Post

Creating Harmonious Journeys

Do you design inclusively? Why is it important?

Post

Smart Travel Assistant

A personalised chat experience

How I help
Proven success making personalised digital experiences and seamless booking processes
Expertise in design integration, scalability, and user adoption for complex organisations
Startup SaaS design growth
Integrating lean Design Systems

How I help
Proven success making personalised digital experiences and seamless booking processes
Expertise in design integration, scalability, and user adoption for complex organisations
Startup SaaS design growth
Integrating lean Design Systems

Testimonials:

Transforming Experiences

My approach combines tactical thinking with hands-on execution, ensuring that design decisions directly contribute to your growth.

Kenneth Chen
Reece Tech
Wai made significant improvements to website user engagement and solid UX leadership in several of our digital transformation projects consistently bringing new ideas and to the table.
Suyin Lim
Yin Creative
Working with Wai has been an educational and positive experience and I'm grateful for his coaching and collaborative approach - would highly recommend!
Michael Pullman
Wild Frontiers Travel
Wai is intuitive, efficient and a pleasure to work with. He has the ability to come up with innovative problem-solving solutions which contribute greatly to the successful outcome of our projects.
Jonny Bealby
Travel Entrepreneur
Collaborating with Wai on our products has been a joy; An efficient problem solver with a methodical approach. I wholeheartedly recommend him and his services.

Testimonials:

Transformation for enterprise

Rapidly transforming user experiences while driving measurable business results. My approach combines strategic thinking with hands-on execution, ensuring that design decisions directly contribute to your growth.

Kenneth Chen
Reece Tech
Wai made significant improvements to website user engagement and solid UX leadership in several of our digital transformation projects consistently bringing new ideas and to the table.
Suyin Lim
Yin Creative
Working with Wai has been an educational and positive experience and I'm grateful for his coaching and collaborative approach - would highly recommend!
Michael Pullman
Wild Frontiers Travel
Wai is intuitive, efficient and a pleasure to work with. He has the ability to come up with innovative problem-solving solutions which contribute greatly to the successful outcome of our projects.
Jonny Bealby
Travel Entrepreneur
Collaborating with Wai on our products has been a joy; An efficient problem solver with a methodical approach. I wholeheartedly recommend him and his services.

Testimonials:

Transforming Experiences

My approach combines tactical thinking with hands-on execution, ensuring that design decisions directly contribute to your growth.

Kenneth Chen
Reece Tech
Wai made significant improvements to website user engagement and solid UX leadership in several of our digital transformation projects consistently bringing new ideas and to the table.
Suyin Lim
Yin Creative
Working with Wai has been an educational and positive experience and I'm grateful for his coaching and collaborative approach - would highly recommend!
Michael Pullman
Wild Frontiers Travel
Wai is intuitive, efficient and a pleasure to work with. He has the ability to come up with innovative problem-solving solutions which contribute greatly to the successful outcome of our projects.
Jonny Bealby
Travel Entrepreneur
Collaborating with Wai on our products has been a joy; An efficient problem solver with a methodical approach. I wholeheartedly recommend him and his services.

Ship fast
Speed Over Perfection. Get something real in front of users to validate your core idea.
Focus on one main problem
Identify the core pain point. "What is the main problem we want to solve?"
Collaborate
Ensure seamless integration of design and development to accelerate product delivery and avoid miscommunication.
Be customer-centered
Conduct surveys, interviews, use analytics to find evidence about your user's needs and pains. Act on evidence.