Creative, strategic, and tech-driven Senior UI/UX Designer & Frontend Developer with 15+ years of experience crafting meaningful, user-centered digital experiences across diverse industries. Starting from a foundation in 2D animation, graphic design, and publishing, I’ve grown into a hybrid creative technologist who bridges design and development—combining aesthetics, functionality, and the power of AI-assisted tools.
I work Agile, thrive in collaborative environments, and design with empathy at the core—understanding user needs to create products that feel intuitive, human, and impactful. Passionate about clean design, usability, and innovation, I turn complex ideas into simple, beautiful solutions that connect people with purpose.
Appraisal
Ely is a top-tier senior UI/UX consultant who brings clarity, strategy, and empathy to every product she touches. She doesn’t just deliver what’s asked—she delivers what’s needed to realize the product’s vision. Her ability to challenge assumptions, refine user journeys, and propose smarter experiences has been invaluable. She’s deeply user-focused, validating designs through interviews, prototyping, and rapid iteration. Ely also excels at driving change with minimal friction, ensuring smooth user adoption even in complex shifts. What truly sets her apart is her collaboration across disciplines—she consistently checks feasibility with analysts and engineers, making sure her designs are not only elegant but executable.
Ely is more than a designer—she’s a strategic force in any agile product team.
Ely is more than a designer—she’s a strategic force in any agile product team.
- Siti Aissah, Project Manager at PETRONAS
Ely has shown great ownership of EOC by proactively suggesting new designs to improve UIUX experience. She has also mentored two new UIUX team members to bring them up to EOC pace and delivery expectations.
- Abdul Rahim, EOC Project Owner, Staff Engineer (Process Simulation & Optimisation) at PETRONAS
Working with Ely is a lot of fun and very efficient. Rarely we end up with dead end without results. Relying on Ely give a respected impressions. She's capable in handing tight situations and able to give superb conclusions to deliver an outstanding results. I'm willing to admit that I'm somewhat proud of being able to be part of her career.
- Ashrq, Senior UI Designer
Ely has been an invaluable member to the team on fulfilling her duty in the role as the UX designer. She was able to work with the Business Analysts team, understanding the requirements from users, and creating the designs. Not only is she proactive is sharing multiple design options for maximized suitability and flexibility towards users' requirements, but she is also able to respond to users' queries with clear and concise communication. Due to the nature of project, Ely was required to contribute and tweak the necessary delivery to meet users' expectation during eleventh hours; nevertheless, she was always able to commit to high quality work and deliver within time.
- Jack Ying, Business Analyst at Accenture