Hey, I’m Huei Suen

I’m a digital experience designer

Enterprise UI/UX designer @ Soon Aik Group | Freelance UI/UX designer & strategist
My mission is to increase businesses’ value and their users’ experience through Design Thinking and problem solving.
Other times, I’m building a community for book lovers!


Featured Work

PICKT – Enterprise Warehouse Management System (WMS) for Filtec

I conducted user research with Warehouse Manager and Warehouse Staff to design a customised WMS mobile app for picking, packing and putaway processes.

9cv9 – B2B & B2C HR Tech Hire Platform

I designed 30+ features over 3 months for 9cv9’s platform that matches eligible candidates to hiring employers. UX Case Study designing the personality feature landing page

HCI Research – Web Interface Research for Blind Evaluators

Co-authored two papers ‘The efficacy of collaborative authoring of video scene descriptions’ and ‘Uncovering patterns in reviewers’ feedback to scene description authors’.


How do I create good design?

1. UX Strategy – Start with why

I start by asking, are we solving the right problem? What data do we have or can we get to support our decision? Solving the right problem creates value for the business and the users. To truly be user-centered and avoid mindlessly creating new features, businesses need to harmonise real user needs with business purpose.

2. LEAN framework with Design Thinking

How can we achieve the best with what we have? Constraints are inevitable in most businesses and applying specific parts of the Design Thinking processes can better meet our user needs and business objectives. The LEAN framework of testing early brings clarity at a significantly lower cost.

3. Measure Success – Inclusivity, UX Metrics and Business Metrics

Early on, I would ask what does success look like? Is it validating your new product or business idea? Is it increasing conversions or reducing drop offs? Is it improving usability of your current product? Defining what we want to measure needs to be aligned with the user goals and business goals. This also ensures that your investment in design has paid off and continues to reap the benefits even after!


What are your needs and problems?

I need a new website or app/redesign that successfully engages and converts.

I want Design Thinking facilitations and strategy advice to develop my next idea.

I need an overall assessment of my app or website’s.

I want to evaluate the usability of my app/website with an audit.

I need to create new UIs and design systems for a new project that aligns with the brand.

I need to understand what my users are really thinking about my digital experiences.

Not sure of your UI/UX needs?

Need something that isn’t listed?


Get in touch!