UI/UX Redesign

Keyword Tool is a data-heavy SaaS platform used by marketers to research and manage keywords. The existing experience suffered from high onboarding friction, unclear navigation, and weak mobile usability, impacting task efficiency and conversion.

The Challenge

The existing product suffered from inconsistent visual hierarchy, friction during sign-up, and limited mobile support for critical interactions — causing poor conversion and support load.

The Problem

• User needs to manually enter their email and password for registration or login into their account. It can frustrates the user for thinking what password to use, even more when it didn't passed the password strength and requirements check.
• User profile menu lack of key information regarding about their account.
• Pricing plans missing an important CTA where users can click to contact sales team if they wanted to customize the plan.
• Customers have to enter manually, one by one, name and email address before sending an invitation.
• Customers are having some issues viewing some data or performing some tasks on mobile devices (for example, hover behaviour is not working on mobile).

Result

• Reduced registration friction by implementing a quick login using their existing Google account, a complete process can be done in less than a minute.
• Added a quick glance of key information such as their account status, plan name and team quota under user profile menu.
• Added a new section below available plans for users to contact for plan customization.
• Reorganized information on account groups and introduced bulk-invite users.
• Introduced “Manage add-ons” feature for their current subscription plan.
• Improved the layout and visual data on both desktop and mobile devices, especially for the search result page.
• Improved the user interface (UI) for a simpler and modern look.

Outcome

The redesign delivers a clearer, faster, and more scalable user experience by aligning interface decisions with user goals and business needs. Key flows now prioritize clarity, efficiency, and accessibility, resulting in a more intuitive product across devices.

The Problem

The current blog site is visually dated and had poor content scanning patterns (centered layout, limited readability). The eye-scanning for content is very limited to only at the center of the page, instead of Z-pattern which is the natural eye-scanning path.

Z-pattern is where the user's eye is moving left-to-right (top), diagonally down-left, and then right again (bottom), forming a "Z"

My Approach

• Redefined content hierarchy to follow natural reading patterns (Z-pattern) and improved scannability.
• Built interactive components and created a component-driven spec that Cursor could use to scaffold pages.
• Extract all existing blog articles data using Scrapy, an open source data extraction framework.

Result/Impact

• Improved content accessibility and reading patterns, modernized the blog and marketing presence.
• Integrated with TinaCMS, allowing ease of use for content management (it is free too).

Overview

Great Eastern Singapore provides its agents with a mobile Point-of-Sale (mPOS) iPad application to support customer engagement, financial planning, and insurance sales. The platform enables agents to manage customer profiles, conduct fact-finding sessions, generate sales illustrations, and submit insurance proposals in a single workflow.

As Singapore is a leading financial services hub, the business identified an opportunity to elevate the financial planning experience within the app to drive stronger engagement and improve conversion outcomes.

The Challenge

Despite having a comprehensive feature set, the in-app financial planning module “Financial Storyboard” saw low adoption and minimal engagement from agents. The interface was complex, information-heavy, and lacked clear guidance, making it difficult for agents to confidently use the tool during live client discussions.

This resulted in:

• Underutilized planning features.
• Increased cognitive load during sales conversations.
• Missed opportunities to clearly communicate financial insights to customers.

The Goal

Redesign the Financial Storyboard experience to:

• Increase agent adoption and engagement.
• Simplify complex financial information.
• Support clear, guided conversations between agents and customers.
• Maintain alignment with existing brand guidelines and business requirements.

Research & Analysis

I reviewed the existing interface and mapped current user flows to identify friction points within the financial planning journey. Key issues included unclear progression, dense data presentation, and limited interaction cues during planning discussions.

Insights from this analysis informed a design approach focused on clarity, flow, and conversational usability.

The Solution

The redesigned Financial Storyboard emphasizes simplicity, structure, and confidence during agent-customer interactions. While respecting Great Eastern’s brand guidelines, the experience was refined to be:

• Cleaner and more visually structured.
• Easier to navigate during real-time discussions.
• More informative without overwhelming the user.

New and improved interactions were introduced to support smoother transitions between planning scenarios, enabling agents to guide customers step-by-step through financial decisions with greater ease and clarity.

Outcome

The redesigned experience transformed Financial Storyboard into a more practical and engaging planning tool. Agents were better supported during consultations, customers gained clearer financial insights, and the overall planning conversation became more focused, interactive, and confident—supporting stronger engagement and improved conversion potential.

Overview

Digital Advisor Suite (DAS) is an in-house product developed for insurance agents and financial advisors within the insurance market. The platform was created to streamline daily sales operations by consolidating fragmented tools into a single, cross-platform application.

The Challenge

Insurance agents relied on multiple disconnected applications to manage sales, client data, and transactions. These tools were often slow, visually outdated, and inconsistent across devices, leading to inefficiencies and poor user adoption. Agents needed a solution that could support their workflows without adding complexity.

The Goal

Design a unified, scalable platform that:

• Meets the needs of diverse user groups across different markets.
• Works seamlessly across multiple devices.
• Improves performance, usability, and engagement.
• Reduces reliance on multiple standalone applications.

Research & Insights

Through user interviews and research sessions with insurance agents and financial advisors, several recurring pain points emerged:

• Slow and unreliable application performance.
• Uninteractive and unintuitive UI.
• The need to switch between multiple apps for different tasks.

These insights shaped both the product architecture and the interaction design approach.

The Solution

DAS brings essential tools into a single, integrated application. The product provides users with:

• A centralized dashboard for tracking performance and activities.
• An embedded point-of-sale system to support sales workflows.
• A consistent, responsive UI across desktop and mobile devices.

By focusing on clarity, performance, and workflow efficiency, DAS reduces friction and enables agents to complete tasks faster and with greater confidence.

Outcome

The final solution simplified agents’ daily workflows by replacing multiple fragmented tools with one cohesive platform. DAS improved usability, reduced cognitive load, and delivered a more reliable and engaging experience aligned with real user needs.

Overview

Motorola Solutions Malaysia using Jive platform a business social platform for internal employees to get connected and collaborate worldwide. They called it CONVERGE.

Each department was given a “Space” to provide their information and updates by arranging the content using the available layout templates and widgets.

The Problem

Default template by Jive is not interactive and very text-based layout. This may affect the engagement and low adoption rates among employees.

The Solution

l able to 'hack' HTML widget provided in the template to customize the visual and the layout structure to improve the overall experience on the page. Since then, Motorola Solutions Malaysia page in Converge had received high impressions from other Motorola solutions departments, globally.