Addressing user needs and meeting business goals. Routing for a systematic design approach to streamline the user experience and scale our business. Working closely with Technology, Marketing, Content and Research.

Part of the regional product team at the Lazada HQ in Singapore focussing on the full cross-platform user experience across South East Asia. As part of Alibaba group Lazada is Southeast Asia’s biggest e-commerce player valued at 4.7B USD serving over 560 million consumers.• Developed and delivered holistic end to end user experiences for the buyers platform.• Analysed quantitive and qualitative data and used it as a backbone for development, evaluation and iteration stages.• Successfully increased traffic from home page to L2 pages by implementing new and improved product offering modules.• Following a structured design process to realise ideas and strategies in the most efficient way• Drive design thinking and advocating a user-centered approach within the team and across the organization.• Simplified and adapted complex user flows anticipating on different user behaviours in the local SEA markets.

We design innovative digital solutions.We aim to humanise digital in the enterprise. We do this by designing meaningful, innovative and scalable solutions, and through education and training.Service DesignEnterprise WebsitesEnterprise AppsDigital WorkspacesIn-House Traininghttp://www.pebbleroad.com/

Established in 2006, The Design Incubation Centre (DIC) is Singapore’s first dedicated industrial design research laboratory based in the Division of Industrial Design in the National University of Singapore. The Centre investigates and develops new tools of design, in order to find new possibilities for the practice of design.As a design probe, the centre addresses and explores three spheres of research into human needs, emerging technology and social trends. It seeks to create new ideas and products that are intuitive and enriching without losing sight of the experience and encounter.The centre’s distinct approach and emphasis into mining and discovering unmet needs enables it to redefine areas of human interaction with new technology and software that affects daily life and social behaviour. The Design Incubation Centre tries to find a new sensibility that allows it to create products that focus on the augmentation of human capability and to further examine the boundaries between physical and mental limitations.Through projects that are self-initiated or developed in collaboration with industry, the centre aims to experiment with and develop new design methods. The centre also regularly conducts workshops as a platform for multidisciplinary collaboration and to allow for cross-pollination of ideas among participants from different disciplines.

Between 2010 and 2012, Efrim worked as an independent Multimedia Designer. His clients included ArtEZ Fashion & Design Masters (Arnhem, The Netherlands) and NRC, one of the largest newspapers in the Netherlands.