yih puoh chua

UX Designer

Singapore City, Singapore
I'm passionate about interaction experience design for web, mobile app & kiosk. with over 10 years experience I had design and develop tactical digital campaigns, interactive web & mobile app, online games and digital branding for regional brands that span across finance, corporate , consumer and electronic products.

I am a good team player ,equip with both technical, planning & creative skills. with user experience in mind. I love to develop ideas , conceptualise, user journey storyboarding, wire framing, prototyping, UI design. Basically involve in the whole process on building a product.

Please view my portfolio at

Portfolio url


UX and UI
Created a online portal for corporate customer to browse plan details.

Axis Bank
Launched flagship Axis and fastacash partnership social banking app. Resolved UX on complicated relationship between send and request money via social network.

DBS consumer banking
India, Taiwan banking web app UX UI design

DBS institutional banking
DBS Ideal UX UI and html prototype

Created product experience from the ground up and succesfuly launched sevaral partnership app

Techom Bank
HTML5 mobile app for first fastacash product in Vietnam with multi language support

Sales kit for bank pitching in europe

Digital campaign
Volks Wagen, HPB, IMH, Discovery Channel, Ascott.Nissan, Mitsubishi, Tiger Beer, Club Med, Sony

iRestore app
Chief UX and UI designer for Product suite of Team task management solution ,Power and disaster recovery solution arross web, mobile, tablet
Serving client across North America : National Grid, Liberty utilities, Unitil

Work Experience


UX developer lead

R&D new ux method for adtech
Develop ad unit experience
August 2016 - Present Singapore


UX Designer Director

Employee #1, Conceptualise, Designing & Coding front end for product proof of concept prototype, UX wireframe , Mobile and Web App. Apply Agile methodology, Lean software development to product development cycle

Managing product feature development to ensure end to end integration as per design.
Techom Bank Vietnam: F@st Mobile

Visa Direct Demo

Axis Bank: Ping Pay
June 2012 - August 2016 Singapore

Ogilvy & Mather


Taking Digital Freelance Job on Art Direction, UX/ IX Design, Development on HTML5, Jquery, Mobile Jquery, Actionscript

Client: Ogilvy, Ogilvy Red Works, Oasis Interactive, Singapore Green Council, Great Eastern Life
April 2012 - June 2012 Singapore

Tangoshark Pte Ltd SG

Creative Lead/ Interaction Designer

Leading the team to create interactive experience from the perspective of user experience process included user profile, user flow.

IX Design and UX design and initial prototype for DBS iBanking, DBS IDEAL. DBS ATM Machine.
Creative and Art direction for Bridgestone campaign, Prison.gov.sg, Cybershot Campaigns etc
Created mascot and branding for IMH flash game, Cybershot Picture Motion Browser e-Learning site
Develop flash games and Campaign site on AS3

Client included DBS, Sony Walkman, Sony Digital Imaging, IMH, Singapore Prison
March 2009 - April 2012 Singapore

Convertium Pte Ltd

Senior Web Designer

Working with creative director to create and develop ideas, design and development on interactive experience.
Pitch Idea & developed html/css website for client : HPB
Pitch Idea & developed interactive campaign for client : VolksWagen, APB
Actionscript for client: STB:VisitSingapore, Rodyk & Davidson, Dumex, VolksWagen
September 2006 - March 2009 Singapore

Proximity BBDO Singapore Pte Ltd

Interactive Media Devoloper

Working with interactive creative director to design and develop Interactive experience

Art Direction and Flash for Mitsubishi icar launch. Marina Bay Sand Pitch.
Design and Development for Ascott Residence Trust , Tigerbeer, Gatorade
Maintain Flash Content for Tiger Beer Website
October 2005 - August 2006 Singapore

Activate Interactive Pte Ltd

Senior Interactive Designer

Creative direction and development for campaign, app & games leading team of 3 designer. for big scale project
‐flash site, hybrid site, Nokia mobile java game, Engage game
‐Club Med Asia Regional (Concept, art direction,actionscript, flash application,html workflow design)
country include china,thailand,japan,korea,malaysia, taiwan, hong kong & singapore
‐Sony Network Audio (Concept, Art direction, illustration, action script,implementation) with team helps to populate content
‐Sony Wega (concept,action script,implementation)
‐Sony DVD World (Main concept, Art direction, animation, action script,implementation) with team helps to populate content
December 2003 - October 2005 Singapore


The One Academy

multimedia design

January 2000 - August 2002 malaysia


Chinese (Fluent),
English (Advanced),


Aegis Bell Award

Innovation in enterprise mobility


WebAward - Web Marketing Association

Standard of Excellence


WebAward - Web Marketing Association

Standard of Excellence Club Med Website



2D Animation, Actionscript, Agile Methodlogy, Ajax, Art Direction, Branding, Creative Direction, CSS, Flash, GitHub, Greensock Gsap, HTML, Interface Design, Kj Method, Photography, PHP, React, Sketch, Storyboarding, TweenMax, User Experience, User Journey, WordPress,

Exhibition: Graphite 2003 Art Show, Melbourne

Project: Colour of Sound Sound Reactive Installation
Technology: Flash MX