Sindhu – Figma, Prototyping, UI/UX

The project presents a comprehensive design challenge: to create a digital hub for plant enthusiasts that provides inspiration, care tips, and intuitive tools to assist individuals in growing and maintaining their green spaces. The aim was to ensure the platform was enjoyable to explore, catering to both new users and seasoned hobbyists without being overwhelming.

The final product offers a serene, immersive, and functional experience that is suitable for both beginners and experienced plant lovers.

• Led everything from early brand thinking and visual identity to homepage experience and UX strategy;
• Developed and documented a whole brand and visual system in under 4 weeks;
• Created a homepage framework designed to evolve with product growth;
• Laid the UX foundation for personalized tools in future phases;
• Designed a digital space that users described as "inviting", "serene", and "refreshingly non-techy".

This project is a complex, cross-functional initiative aimed at creating a unified self-service platform for employers to manage their branding across various markets in the Asia Pacific region. The platform will provide tools and services for both job seekers and employers. A key feature of this platform allows employers to showcase their Employee Value Proposition (EVP) to attract the right talent. This feature essentially conveys the “why you should work here” message through branding, images, storytelling, and benefits.

• Designing a single experience across the Asia Pacific region for a complex and fragmented process;
• Crafted personalised, role-specific flows that felt intuitive regardless of a hirer's size, market, and familiarity with the client's platform;
• Did a detailed project planning along with documentation, user flows for the current MVP, and ideal-state experiences;
• Implemented high-fidelity responsive UI designs adapted to both design systems;
• Built the UX from a deep understanding of user needs and technical realities, resulting in a product that scaled as gracefully as possible.

This is another project for the online job marketplace in the Asia Pacific region. A key feature is the Talent Search functionality, which allows employers to search, filter, and connect with potential candidates.

By streamlining processes, the team improved user flow efficiency in revenue-generating activities. This strategy also optimized conversion rates to validate demand and guide future monetization through expanding our offerings.

• Conducted research across the Asia Pacific region, including work with translators in sessions;
• Conducted usability testing with 45 participants across the entire Asia Pacific region using both moderated and unmoderated sessions;
• Created an AI-sophisticated algorithm back end within Talent Search, operating behind the scenes;
• Developed interactive prototypes using a real code tool named Playroom. This tool allowed coding 1300 lines to visualise both our MVP and Ideal state designs, across various themes and screen sizes;
• Redesigned the way candidate information is shown on cards through card sorting and testing the most critical information for hirers;

As a result, testing showed 100% of users clearly understood the recommendations and confidently took the next step—either connecting with a candidate or refining their job ad to improve results.

The health tech startup operating self-service health stations in Australia and the UK sought to redesign its platform to help users better manage their health data. The kiosks provide free access to vital health metrics like weight, BMI, blood pressure, and body fat. With a drop in physical interactions post-COVID, the business needed its digital portal to take on a greater role.

The team transformed the client's digital portal from an underutilized site into a central health hub, resulting in a more cohesive, user-friendly experience that better aligned with user needs and business objectives.

• Defined product-market fit for the digital dashboard and clarified monetisation pathways;
• Conducted interviews with users across age groups to identify why the portal wasn’t resonating and what health-related insights they wanted to see;
• Completely restructured the dashboard to show trends, personal health benchmarks, and progress more intuitively for the information Architecture;
• Built a modular, scalable design system using atomic principles, including colour accessibility, tone consistency, and device-specific variants;
• Worked cross-functionally with product and business teams to shape the MVP while designing a roadmap toward a richer, multi-feature platform.