About me
Hi, my name is Eeza.
With over 9 years in UX,
branding, and digital marketing
I turn complexity into clarity — designing for digital products, design systems, and people-focused UX across B2B, B2C, and fintech environments. I collaborate closely with product and engineering teams to build experiences that balance usability, business goals, and technical realities.
What I value
How I approach design
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Start with the problem
I begin by understanding users, systems, and context before jumping into solutions. Research, data, and usability principles guide my decisions — not assumptions or visual preferences.
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Design for complexity
I work at a systems level, connecting flows, features, and constraints to create experiences that are clear, scalable, and consistent across products.
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Work through collaboration
I value curiosity over judgement and communicate design rationale clearly, building trust with product, engineering, and business teams to move decisions forward together.
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Keep learning
I'm currently deepening my background in psychology to strengthen how I understand behaviour, communicate intent, and design with greater empathy.
Experience
Where I've worked
UI / UX Designer
UOB Bank (Singapore)
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.
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.
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.
Digital Graphic Designer (Data and UX)
Synthesis Singapore
Drove 40% growth in social media following by delivering clear, insight-driven data visualisations and digital content for clients including Estée Lauder, Netflix, Nike, the Singapore Government, and the BBC. Led visual direction as the sole in-house designer, creating data visualisations, websites, and microsites that elevated overall design quality and communication clarity.
Digital Graphic Designer
Prudential
Created animated data visualisations that brought complex recruitment data to life, combining motion, storytelling, and visual design to deliver clear, engaging, and impactful communication for internal stakeholders.
Graphic Designer + Project Manager (Marketing + UX)
Quirk
Delivered design and project management support across web, digital, and marketing initiatives for clients including Merck, AIA, Temasek Holdings, and the Singapore Government sector. Managed end-to-end project coordination while producing design work across websites, campaigns, and digital content, ensuring alignment with client objectives and timelines. Brands: Merck, AIA, Best Denki, Megumi Medical, Royal Plaza, HEB Financekey (website), NAV (Vitality App), Temasek Holdings etc., St Luke Elder Care, Fingardle (Website), Guardian, Joyden CDN & website, International French School (website).
Junior Graphic Designer (UI and Branding)
Equus
Interdisciplinary design across brand and UI/UX. Portfolios included Airstation, Graphite Studio, Manta Air, DBS, Google Office Philippines, and Singapore International Foundation.
Design Team Lead
Soutilaahi
Headed a team of designers producing event collaterals for a non-profit organisation.