Hi, I’m Shuhui!
Senior UX Designer crafting scalable digital products that simplify complex workflows into clear, intuitive experiences.
Skilled at balancing user needs, business goals, and technical constraints to deliver impactful solutions across platforms.
Work
Over 5 years at Aviva and Singlife, I’ve contributed to key product initiatives within insurance and finance, shaping user experience, aligning product strategy, and driving cross-functional collaboration.
Below are selected projects, including an upcoming investment feature currently in development, with others linking to live products or full case studies.
Work In Progress
Singlife
Revamping Investment Experience for Seamless Ecosystem Integration
Investment Experience
Ecosystem Integration
Legacy Platform Redesign
Cross-Platform UX
1 Product Owner, 2 UX Writers, 5 Developers, 3 QA Testers
Target release in Aug 2025
Overview
Singlife’s investment pillar includes dollarDEX, a direct-to-consumer (D2C) platform founded in 1999. In recent years, it faced usability challenges, declining asset flows, and legacy technical constraints. The platform required a strategic redesign to modernise the experience, retain users, and integrate more tightly into Singlife’s broader ecosystem.
This initiative focused on revamping dollarDEX’s core experience while bridging it with the MySinglife portal, creating synergy between investment and insurance journeys, and opening new cross-sell opportunities for Singlife’s user base.
My Role
Led end-to-end UX/UI design across the investment platform, shaping core journeys such as onboarding, portfolio views, and buy, sell, switch flows.
Defined cross-platform experience bridges between dollarDEX and MySinglife to ensure seamless navigation and synergy.
Introduced a refreshed visual identity using colours from GROW to strengthen branding across Singlife’s investment ecosystem.
Collaborated with product, dev, and QA teams to navigate technical constraints and ensure accurate implementation.
Highlights (so far)
Redesigned key flows including account creation, portfolio view, investment actions, linked accounts (e.g. eGIRO, CPFIA, SRS), notifications, and support.
Designed seamless entry points and back-and-forth journeys between dollarDEX and MySinglife to reflect a unified ecosystem.
Created UX workarounds and interim solutions to bridge existing technical constraints (ahead of future backend migration).
Case study coming soon!
Singlife
Establishing a Cross-Platform Design System for Consistency and Scalability
Design System
Design Ops
Cross-Platform
Component Libraries
10 UX designers, 2 UX writers, 2 managers, 1 lead developer
Overview
As Singlife’s digital presence expanded, variations in visual and UX consistency emerged across platforms. To unify the experience and scale future work, a comprehensive design system was established to streamline workflows, enforce standards, and support diverse user needs.
My Role
Led the design system initiative across app and web platforms—from initial audits and component development through to team-wide adoption and governance.
Defined usage standards and established processes to support long-term scalability and collaboration.
Key Outcomes
3 cross-platform libraries adopted across UX team.
Improved visual consistency, design efficiency, and design–development collaboration.
Governance model established for sustainable maintenance.
Solution
Led the development of the Life Design System from audit to rollout.
Modularised platform-specific components, defined clear usage guidelines, and built governance for cross-project adoption.
Used Storybook to align front-end implementation with design.
Singlife
Enhancing User Journeys to Boost Insurance Purchase Experience
Home Insurance
Product Strategy
Conversation Optimisation
1 Product owner, 1 UX writer, 2 Developers, 1 QA tester
Overview
To enhance the Home Insurance purchase experience, a UX/UI revamp was initiated, followed by targeted improvements to key flows and pricing logic. The updates simplified the user journey, clarified value propositions, and aligned more closely with business strategy.
My Role
Drove UX/UI improvements, aligning design with broader product strategy to improve user onboarding clarity and satisfaction.
Key Outcomes
NPS increased from 31 to 47, reflecting improved user perception and loyalty.
“Excellent” ratings for onboarding clarity and value perception rose by 17%.
Clearer presentation of pricing and multi-year discounts influenced user decisions.
Solution
Redesigned key purchase and renewal flows for web and adviser journeys.
Iterated on logic for mandatory and optional coverages, especially for non-HDB properties.
Reduced confusion, improved decision-making, and increased user trust
Singlife
Driving Seamless Migration and Simplification of Claims Workflows
Claims Experience
App Migration
Feature Integration
Information Architecture
1 Product Owner, 5 Stakeholders, 1 UX Writer, 14+ Developers, 1 QA tester
Overview
Following the Singlife–Aviva merger, 204,000+ users from ClaimConnect were to be onboarded to the Singlife app. A fast migration was required to consolidate servicing tools and enhance the user experience.
My Role
Led UX/UI design for merging ClaimConnect’s core features into the Singlife app, including defining information architecture and simplifying workflows.
Collaborated closely with product, development, and QA teams to resolve backend–frontend constraints and ensure seamless migration.
Key Outcomes
10 claims and servicing features successfully migrated.
Claims process understanding improved by 18% (via 874-user survey).
Claims-related CSAT rose 8.08%, from 73.59% to 81.67%, indicating stronger user satisfaction.
Solution
Redesigned key health journeys (e.g., claim submission, LOG, Pre-Auth) with clearer flows, labels, and UI feedback.
Proposed workarounds for backend limitations (e.g., unified claim ID display, address syncing across databases).
Simplified navigation with improved IA and access to servicing advisers and FAQs.
Balanced timelines and feature parity to enable smooth app decommissioning.
Aviva
Streamlining Advisor Tools to Improve Efficiency and Productivity
Customer Relationship Management (CRM)
User Research
Feature Consolidation
Productivity Enhancement
1 Senior UX designer, 3 Business Owners, 1 Business Analyst, 1 Front End Developer, 1 QA tester
Overview
To streamline client management and reduce administrative load for financial advisors, a new CRM tool was developed by consolidating several standalone in-house apps into a single platform. This supported long-term advisor efficiency and relationship building.
My Role
Collaborated on user research and contributed to the insight synthesis report.
Shaped the MVP design alongside the senior UX designer, ensuring alignment with business strategy and design quality throughout implementation.
Key Outcomes
Centralised client database for consistent, searchable client records.
Mass email and automated notifications improved proactive outreach.
Prioritised features based on real advisor workflows and needs.
Solution
Conducted user interviews to identify pain points and workflows.
Co-defined CRM structure based on insights and legacy tool analysis.
Designed within Aviva’s framework standards, balancing new features and interface constraints.
Prioritised top user-requested functions like reminders, client search, and mass communication.
Experience
Leveraging 7+ years of UX/UI design expertise in product environments, with a proven track record of creating user-centred solutions across diverse industries, including a specialised focus on financial platforms for over 5 years.
Senior UX Designer
2022 - Present |
Drive the design of investment journeys for Singlife GROW and dollarDEX, optimising user experience and driving engagement.
Spearhead Singlife Design System evolution for seamless user experience across web and app products.
Orchestrate the design and implementation of claim insurance experiences in native application and web for retail, MINDEF/MHA and Employee Benefit users that earned the Innovation in Digital Transformation award in 2024.
Design and launch revamped quote and buy journey for home insurance.
Enhance existing native application experiences and achieve Mobile App of the Year in 2022.
Worked closely with cross-functional teams to ensure successful product releases.
UX Designer
2019 - 2022
Under Aviva Asia before the merger with Singlife.
Designed and launched quote and buy journeys for various insurance products and Customer Relationship Management (CRM) app for advisers of different distribution channels.
Conducted usability testing and workshops to identify areas for improvement and provide UX recommendations.
Collaborated with stakeholders on brand guidelines and entity rebranding initiatives.
Worked closely with cross-functional teams to ensure successful product releases.
UI Designer
2017 - 2019 |
Interned under the same UX/UI team in 2016 (May - Jul).
Translated stakeholder objectives, business requirements, and digital strategy into conceptual and visual solutions.
Designed and executed digital content such as carousel visuals, digital banners, and electronic direct mail for campaigns.
Created TV and mobile app screens.
Collaborated with marketing, UX designers, front-end developers and stakeholders to produce designs across web and app interfaces.
Maintained and managed content through Content Management System (CMS) for all applicable platforms.
Assistant Merchandiser
2013 - 2017 |
Worked during university vacation periods (May-Aug, Dec-Jan), with an accumulated experience of 1 year and 8 months.
Designed and developed Small Leather Goods (SLG) seasonal collections for 600 Charles & Keith stores and online.
Collaborated with the technical development team to ensure the product is cost viable and mass-producible with factories.
Conducted product sample quality checks during pre and post-production stages to ensure consistency from design to delivery.
Gathered product feedback from international buyers through seasonal product launches.
About
I specialise in turning complex systems into clear, human-centred experiences. Much of my work has focused on insurance and finance, where I’ve honed the ability to balance technical constraints with user needs at scale.
I design with an awareness of how backend systems, operations, and constraints shape the user experience, so solutions feel effortless even when the systems behind them aren't.