I am a UX/UI designer and founder of Opacity, a design studio based in Singapore.
Before establishing Opacity, I spent seven years as a designer and developer at Hitachi Asia where I led the company's overall web presence in 6 Southeast Asia regions. Prior to that, I was a web designer at Comwerks before it acquired by Wunderman in 2010.
This is a personal site to showcase my works during my tenure at the past organisations.
What do I do, anyway?
In a nutshell, I design products that work.
It's true that when users first encounter your product, they will size it up first for its aesthetic. However, a product that works goes beyond looking pretty. It does its job — achieving both the users and business goals. You've heard before: design is a problem-solving activity.
Have you ever visited a website or an app and only to feel it’s going to be impossible to find what you want? A poorly designed product does make users frustrated.
Lack of clarity, bad navigation, or simply slow loading may cost your business as your users leave the product without taking any desired action.
A successful design solves problems. It leads the users to find exactly what they are looking for. It directs them to purchase a product, fill out a contact form, or call your sales phone number.
Thus, it will increase your revenue without a need to increase your advertising spend.
That's what I do.
My Design Approach
Goal Directed Design
Unlike fine art, a digital product must have goals to accomplish beyond aesthetics. What does your product mean for your business?
- A marketing site communicates a message and gathers leads.
- A political site voices political views or campaign.
- An e-commerce app sells goods and services.
With your goals is in place, we determine the measure of the success of your product. The design, then, will be directed towards achieving the goals by improving the user experience — typically by conducting user research, usability testing, heuristic evaluation, and analytics.
The outcome of design effort ultimately will be judged by how successfully it meets the needs of the users and business goal. As a designer, I have to ensure the final product satisfies all such considerations.
Data is My Partner
Google Analytics is based on data collection, processing, and reporting. It is a great way to ensure your marketing efforts are on the right track.
It has a lot to offer. Not only we can locate the trouble spots on the websites, but also create insightful data stories such as:
- How are visitors getting into my site?
- What pages are they viewing? For how long?
- What are the demographic characteristics of them?
- What kind of devices do they use?
However, data by themselves are raw materials. We have to interpret them and make a right design decision based on findings. I was trained in Google Analytics for more than 8 years and a Google Analytics certified professional.
Hitachi Singapore Portal Redesign
Collaborated with various stakeholders in Singapore and Japan, I was assigned to revamp the homepage and product section of the corporate site in 2017.
Startup My City
Startup My City is a multi-channel thought leadership programme, a collaboration between Hitachi and The Economist Intelligence Unit. I developed Startup My City programme into web platform.
Contact & Directory Page (UX Study) - 1/2
A UX study and proposal for Hitachi Singapore Corporate Portal. I shared my proposal to the team in 2017.
Contact & Directory Page (Design) - 2/2
The continuity of the previous UX study. This is my proposal to fix the design flaws and improve the user experience.
Hitachi in the City
In 2016, I designed and developed a web-based application featuring the company's a wide variety of solutions, categorised by the industry.