I started out as an Art Director in a boutique advertising agency, hoping to create ads that would make people stop in their tracks or double tap on social media. The reality of advertising is creative, but it can sometimes make you lose sight of who you are designing for.

After building two launch websites in two weeks with no prior UX knowledge, I realised I wanted to do things properly, by learning how to build products with users in mind and understanding the role UX plays in that.

After a four-month UX course, I joined Foolproof, where I honed my skills working across a diverse range of products and industries, including Bayer, CIX, DBS, JLL, MOE and Sky UK. From synthesising research findings and uncovering opportunity spaces, to journey mapping, content structuring and designing end-to-end MVPs, I learned to adapt quickly while working with different teams and stakeholders.

Alongside this, freelancing exposed me to more varied and complex projects, such as building an internal HR certification portal for IHRP, designing a Web3 platform to help NFT collectors verify project authenticity for Jovo, and planning and designing an end-to-end investment app for Arki that aligns user needs with business goals.