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👋 Hi, I'm Eeza Sheren

I turn complex systems into clear, usable experiences.

I design products that help people move faster and make better decisions.
Built through collaboration, systems thinking, and thoughtful problem-solving.

Currently at UOB Singapore · Singaporean
UX Research Systems Thinking Interaction Design Wireframing Prototyping Usability Testing Service Design Product Strategy Design Systems Information Architecture Journey Mapping Stakeholder Management Visual Design Figma FigJam Branding Workshop Facilitation Accessibility Competitive Analysis UX Writing UX Research Systems Thinking Interaction Design Wireframing Prototyping Usability Testing Service Design Product Strategy Design Systems Information Architecture Journey Mapping Stakeholder Management Visual Design Figma FigJam Branding Workshop Facilitation Accessibility Competitive Analysis UX Writing

Selected Work

Selected UX work across enterprise, fintech, and digital products.

With 8+ years in design, I create smart and thoughtful digital products.

Hi, I'm Eeza Sheren. I'm a Singaporean UX designer working on complex digital products in the banking space. I partner with product, engineering, and business teams to turn requirements, constraints, and ideas into experiences that people can actually use.

With a background in branding and marketing, I bring a systems-level perspective to product design — connecting user needs, business goals, and delivery realities.

  • Strategy

    Framing the right problems before exploring solutions, balancing user needs, business goals, and technical realities.

  • Systems Thinking

    Designing scalable flows and patterns that bring clarity and consistency to complex products.

  • Collaboration

    Building strong partnerships across teams through curiosity, communication, and shared problem-solving.

  • Growth Mindset

    Continuously learning and evolving my approach to behaviour, usability, and product thinking.

More about me
Nov 2023 — Present

UI / UX Designer  UOB Bank

Led end-to-end product design for UOB Infinity — a digital banking platform spanning Corporate Cash Management, Financial Supply Chain Management, and Trade across 10 markets. Designed within a compliance-driven banking environment where decisions required balancing usability against regulatory constraints, security standards, and enterprise risk requirements.

Impact: Collaborated closely with product owners, business analysts, product managers, engineers, and senior stakeholders to drive the full design life cycle from research through prototyping, QA, and post-ship validation, delivering 30+ live UX improvements across transaction modules.

Spearheaded key product initiatives including VASA (sub-account creation), UOB Pay (internal payment flows), and OFM (fraud and risk dashboards). Created and managed 12 comprehensive customer and client-facing product guides (30–40 pages each) to support enterprise onboarding and adoption. Sustained consistency at scale through shared design systems and a cross-team repository.

Feb — Sep 2023

UX Product Designer / Art Director  CuriousCore

Led end-to-end UX design, translating research into scalable solutions and collaborating with stakeholders and developers to deliver business-aligned outcomes.

Impact: Drove a 70% increase in conversion and contributed to 40% growth in social media engagement by improving B2B user journeys and digital experiences.

Oct 2021 — Jan 2023

UX Designer  CuriousCore

Contributed to end-to-end UX design on multiple freelance projects, partnering with industry professionals to solve real business problems. Conducted user research, business analysis, interviews, and rapid prototyping while working with multiple stakeholders.

AirAsia: Improved mobile check-in experience through research and flow optimisation, resulting in higher task completion and an SUS score of 8.4. Redesigned the boarding pass to improve clarity and usability.

The Nutrition Clinic (Deep Sleep): Validated product-market fit and improved trust through research and website design. 100% of users indicated purchase-intent, with 83% expressing trust in the product.

Her Velvet Vase: Identified key friction points in the e-commerce journey and improved checkout experience. Resulted in a 70% increase in cart completion and higher user engagement.

Delivered live projects for clients including AirAsia, The Nutrition Clinic, and Her Velvet Vase.

"Rakeeza is a team player and has been proactive in helping us push our website UX and social media creatives to the next level. She is a candid and eloquent professional who takes her creative work seriously and ships quality work."

Daylon Soh Founder · CuriousCore

"Her experience in branding and design helped us consider different perspectives pertinent to our project. She collaborates well and is communicative about her ideas. She will contribute as a valuable team player in anything that she does!"

Christina Tan UX Designer | Project Manager

"Rakeeza expressed enthusiasm throughout the project and delivered quality work on all deliverables. I was particularly impressed by her presentation skills — she was able to present our findings with such simplicity and ease."

Leon Tan Digital Product Owner · Banking & Fintech

"She does not shy away from challenges and takes them on with a great attitude. What really impressed me was her ability to articulate complex ideas into meaningful insights for the team and clients."

Rachel Hor Service Designer · IRAS

"The ability to effectively articulate her ideas in a storytelling way to convince stakeholders. She provided expertise in brand strategies helping frame our research for a successful product launch."

Velen Chew Design · Enterprise Singapore

"You can count on Rakeeza for creativity, being very resourceful, meeting timelines, and always smiling even under pressure. She steps in and takes the lead!"

Dahlia Sutrisno C-suite Executive Coach · Ex-Gallup

"Working with Rakeeza has always been great! She delivered works on time with amazing quality. Her happy vibes make working with her fun and productive!"

Silvia Tan Senior Account Manager · Distilleri

"She showed considerable potential as a designer and a thinker, and even as a writer. Despite her inexperience, she gamely threw herself into every assignment. Her enthusiasm for design and communication is infectious."

Andrew Thomas Managing Director · Equus

"Rakeeza is a team player and has been proactive in helping us push our website UX and social media creatives to the next level. She is a candid and eloquent professional who takes her creative work seriously and ships quality work."

Daylon Soh Founder · CuriousCore

"Her experience in branding and design helped us consider different perspectives pertinent to our project. She collaborates well and is communicative about her ideas. She will contribute as a valuable team player in anything that she does!"

Christina Tan UX Designer | Project Manager

"Rakeeza expressed enthusiasm throughout the project and delivered quality work on all deliverables. I was particularly impressed by her presentation skills — she was able to present our findings with such simplicity and ease."

Leon Tan Digital Product Owner · Banking & Fintech

"She does not shy away from challenges and takes them on with a great attitude. What really impressed me was her ability to articulate complex ideas into meaningful insights for the team and clients."

Rachel Hor Service Designer · IRAS

"The ability to effectively articulate her ideas in a storytelling way to convince stakeholders. She provided expertise in brand strategies helping frame our research for a successful product launch."

Velen Chew Design · Enterprise Singapore

"You can count on Rakeeza for creativity, being very resourceful, meeting timelines, and always smiling even under pressure. She steps in and takes the lead!"

Dahlia Sutrisno C-suite Executive Coach · Ex-Gallup

"Working with Rakeeza has always been great! She delivered works on time with amazing quality. Her happy vibes make working with her fun and productive!"

Silvia Tan Senior Account Manager · Distilleri

"She showed considerable potential as a designer and a thinker, and even as a writer. Despite her inexperience, she gamely threw herself into every assignment. Her enthusiasm for design and communication is infectious."

Andrew Thomas Managing Director · Equus