Description

Hi I’m Zoe, a UX Designer with over 6 years of experience. I currently lead UX strategy for back-end SaaS products in airport operations at SITA, a global IT provider for the air transport industry.

Previously, I worked in consultancies in Hong Kong, where I collaborated with clients across education, government, e-commerce, and fintech, gaining experience in a wide range of product solutions.

💡 What I Can Deliver:

- End-to-end UX design for complex B2B SaaS features

- 0-to-1 MVP delivery for B2C mobile apps

- Planning and conducting UX research to drive design decisions (user interviews, surveys, UX benchmarking)

- UI design & scalable UI kits aligned with brand identity and market positioning

🧠 My Process:

Research → Journey Mapping → Wireframes → Prototypes → Usability Testing → Handoff (adapted to project needs)

🛠️ Tools I Use:

Figma, Miro, Notion, and more

I hold an MSc in User Experience Engineering from Goldsmiths, University of London. Originally from Hong Kong and now based in London, I bring a global perspective and thrive in cross-functional teams.

Let’s work together to solve meaningful design problems and deliver user experiences that truly work.

Industry field of expertise

Languages

English
Native or bilingual
Cantonese
Native or bilingual
Chinese
Fluent

Workplace preferences

Can work on-site

London (up to 50km)

SITA
UX Designer
AVIATION AND AEROSPACE
May 2023 - Today (3 years and 1 month)
Reading, UK
• Led product design for SITA Flex, a platform scaled across 500+ global airports, reducing setup issues and template duplication through system-level UX improvements.
• Spearheaded research and interface redesign for an internal API configuration tool, boosting implementation efficiency and increasing task satisfaction by 43%.
• Built and scaled an accessible design system (Atomic Design, WCAG 2.1), enabling faster delivery and design consistency across global teams.
• Partnered with developers to streamline complex workflows, leading to a 20% reduction in configuration errors.
User Research User Experience Design Design Thinking Design System Design Strategy
PALO IT
Freelance UX Designer
DIGITAL AND IT
July 2021 - June 2022 (11 months)
London, UK
• Delivered a responsive government mental health platform, leveraging workshop insights to reshape navigation and information architecture, driving a 38% increase in public engagement.
• Developed the UX strategy for a 0-to-1 crypto asset management MVP, delivering intuitive user flows and a
Storybook-based component library for investors. Enabled seamless asset management through comprehensive journey mapping, rapid prototyping, and stakeholder workshops, all aligned with KYC/AML standards.
• Contributed actively in agile sprints, producing research-backed wireframes and facilitating smooth cross-functional handoffs to development teams.
User Experience Design Data analysis Responsive design Design System Mobile Design
PALO IT
UX Designer
DIGITAL AND IT
January 2021 - July 2021 (6 months)
Hong Kong
• Reimagined a multi-brand loyalty app into a single wallet experience, contributing to a 4x increase in downloads and
improved retention via a redesigned tier system.
• Led interviews and usability testing to clarify point accumulation mechanics, reducing churn and increasing perceived user value.
• Delivered mobile-first UI designs with seamless onboarding flows, increasing conversion rates post-install.
Mobile application User Research User Interface Design