With over a decade of experience as an Art Director, I have honed my expertise in Branding, Advertising, and Experience Design, crafting meaningful connections between brands and users. I excel in thoughtful problem-solving, sound judgment, and collaborative design, always learning from clients to improve outcomes. I lead dynamic teams, manage complex projects, and specialise in user research, persona creation, and designing engaging user journeys using tools like Figma and Adobe Creative Suite.I am expanding my job expertise into UX design, building on my experience in visual storytelling and creative problem-solving. My work on the Choice Furniture website and the HDB@mobile app exemplifies my ability to elevate user experiences through thoughtful design. I led a comprehensive redesign for the Choice Furniture website, optimising the information architecture and crafting a more intuitive user interface. This resulted in improved metrics such as engagement, retention, and task success. Additionally, I played a key role in redesigning the Singapore Mobile@HDB App, conducting user research, usability testing, wireframing, and prototyping to enhance accessibility and personalisation.Feel free to check out my portfolio or connect to discuss how I can bring value to your team.