Creative thinking method can improve the efficiency of the UXUI design process

Hey there! I’m Bird Yip

I am a skilled UXUI designer with a proven track record of creating intuitive and user-friendly digital experiences. My expertise lies in conducting user research, developing information architecture, designing responsive interfaces, and validating designs through usability testing. I have an adaptable design approach that allows me to balance business goals with customer needs.


Additionally, my design proficiency is accompanied by strong customer service and client-facing skills. I used to work as a liaison between clients and designers to understand their grievances and translate them into design solutions. This customer focus helps me empathize with the final consumers of my products who are experiencing the designed interfaces.

Portfolio

Resume

Working experience

AIA Hong Kong and Macau

UXUI Principle | Sep 2021 - Present

Collaborated with my teammates to co-create projects supporting two project teams (BUY, ULB) focusing on improving my understanding of user experience through usability testing, participating in focus group discussions and research.

Projects: Benefit Optimizer / Funds Robots / Funds calendar / Retirement planning tool / NLP / FAS / One Signature / NB Payment

Blue Insurance

UXUI Manager | Jun 2020 - Sep 2021

Improve a brand's values in all aspects of distribution and product activities by reducing clutter and highlighting essential information. Additionally, it is crucial to maintain brand image consistency across all digital products.

In order to improve the customer's buying journey, it is important to make it easy, adaptable, and beneficial. This will result in a positive reaction and a sense of ease for customers when customizing insurance products, leading to longer user retention.

Liquefy

Lead UXUI Designer | Oct 2019 - May 2020

Liquefy empowers customers to convert various assets including private companies’ shares, arts or collectibles such as closed-end funds or real estate into one-of-a-kind digital tokens using blockchain technology among others. Additionally the platform has modular security token smart-contracts suite that includes Tokens , Register of Members , Dividends , Compliance protocol .


A five-day sprint was held in order for us to test the concept and design. During this time, each visual element, interaction, and animation, for example screen layout, transitions as well as interface animations were designed. Our team was also conscious of all the micro-interactions in order to create a complete user experience.

Real.co

Lead UXUI Designer | Aug 2017 - Oct 2019

RealCo is a platform created for real estate agents to show their exceptional properties which they have listed on sale with potential buyers. We are not just focusing on increasing the quantity of posts but we thrive to create appealing stories of our homebuyers.

Ensure that data analysis helps one understand how users behave and further facilitates informed decision making. Mixpanel is what we use to track user activity while running experiments thus enhancing our products.

RFA

Senior UXUI Designer | Nov 2014 - Aug 2017

Design a social media application for an integrated resort offering exciting entertainment, stunning accommodations, award-winning dining experiences, designer brand shopping and modern Macau gaming experience.

eBay Hong Kong

Senior UI Designer | Nov 2011 - Nov 2014

I started as a UI designer with eBay HK. In this capacity, I helped South East Asian business users develop a custom tool that allowed them to upload up to a thousand products at once. Over the span of three years, my team and I made a lot of progress in subcategories and were able to upload over one million items.

Education

Design, Innovation and Brand Management

University for Creative Art, Master of Art

Studied advanced concepts in creative thinking skills encompassing divergent and convergent thinking to generate innovative ideas. Acquired knowledge of human-centered design methodologies to empathize with user needs, prototype solutions, and iteratively improve products and services.

Digital Media Design

HKDI, Higher Diploma

Certifications

Professional Scrum Master™ I (PSM I)

Scrum,org | 2024