ABOUT ME

Hi, I’m Amy — a systems designer living at the intersection of design, human, and AI.

Early in my career, I found my passion in systems thinking, deep reasoning, and connecting it to every product I build. I’ve covered a wide range of products across devices and industries — but I’m most drawn to complex SaaS and multi-product ecosystems. I think in multi-layered systems, connecting the dots.

I build new-era products powered by AI assistants who stress-test my reasoning and let me borrow the speed. Thinking alongside AI, I’m building a future where systems connect with humans, and humans communicate better with systems — while products still delight and empower the people who use them.

Most recently: led design system architecture at Ratehub including a Claude + Figma + Storybook MCP pipeline that compressed months of rebuild into weeks. Before that, led platform navigation convergence across 100+ products at NielsenIQ serving Walmart, Loblaws, and P&G. 😊

I am recognized for:

Problem solving & System thinking

Result-driven & Business mindset

Design for scalability & accessibility

When I am not designing, you can find me gardening, repotting my plants or enjoying the nature with my family 🌿

Industries served: Data Analytics, Big Data, Retail, AI Application, Logistics, E-commerce, Marketplace, ERP (Enterprise Resource and Planning), Customer Relationship (CRM), Customer Experience, Healthcare, Insurance, Energy, Education

Work Experience

Sr. Product Designer at Ratehub – from April 2025- present

Product Designer at NielsenIQ – from Jul 21 – April 2025

Digital Product Designer at Freelancer.com – from Feb 2018 – Jul 21

Product Designer at KDB Group – from Nov 2020 – Jan 2021

UX UI Designer at Immigration Consulting – from Jan 2018 – Nov 2020

UX Designer at E-Solutions – from Jan 2015 – Dec 2017

Amy’s UX Work Process

Depends on the complexity, timeline and other specific requirements of the projects, my UX process would match closely to the following Design Thinking framework, with less or more phases that I can get involved:

 

Design Thinking framework. Source: N/N Group

My other favorite framework is the Double diamond model

Double diamond methodology

In my toolbox

 

COLLECT DATA
  • Primary Research | Secondary Research
  • Quantitative and Qualitative Data
  • In person/ Remote Observation
  • Interview
  • Survey
  • Ethnography Observation
  • Focused Group
  • Usability Testing
  • Design Brief
ANALYZE DATA
  • UX Audit
  • UX Laws
  • Accessibility 
  • Heuristic Analysis
  • Design Principles
  • Mind map 
  • Design Workshop
  • Affinity mapping
  • User journey
  • Empathy map
  • User flow
  • MVP Identification
  • Moscow – Kano Model
  • Information Architecture
  • Card Sorting – Tree Test
PRESENT DATA
  • Persona
  • User journey map
  • User flow / Task Flow
  • Site map
  • Storyboard
  • User Centered Design Canvas
  • Value Proposition Canvas

USABILITY TEST 

  • Usability Testing Report 
  • Rainbow spreadsheet
  • Heat map, Eye tracking
  • Mental model

Wireframe – Prototype

Low fidelity wireframe / Prototype

Mid fidelity wireframe / Prototype

High fidelity wireframe / Prototype

UI Design

Mood board

Assets creation and management

Style Guide – Design System

Responsive Design

Framework

Agile (Sprints)

Waterfall

Design Thinking

Double Diamond Model

Design System experiences

Material Design

Polaris Design System ( Shopify)

Tailwind 

Ant

NIQ

Carbon Design System (IBM)

And more!

Design System

Accessibility Compliance (WCAG)

WIREFRAME- PROTOTYPE
  • Figma
  • Principle
  • Framer
  • Sketch
  • Adobe XD
  • Axure
  • Invision
  • Indesign
  • Other Adobe Suite
  • Miro
  • Justinmind
  • Balsamiq
COLLABORATION TOOLS
  • Jira/ Confluence
  • Trello
  • Asana
  • Anima
  • Zeplin
  • Miro
  • Keynote
3D & ANIMATION
  • After Effects
  • Blender (studying)
USABILITY TESTING
  • A/B Testing
  • Userberry
  • Maze
  • Hotjar
WEB DEVELOPMENT
  • HTML
  • CSS
  • WordPress
  • Wix