Netherlands
Hi! 👋🏻 I’m Alexa (still wish I could sing like the other Alexa). I started by designing buildings. Today, I design products across fintech and AI-driven SaaS. I've partnered closely with founders and product teams to turn ambitious ideas into production-ready experiences. Along the way, I've designed investment products for a fintech platform serving 400k+ users, intuitive UXs for an AI-powered qualitative research platform, and delightful UIs for enterprises. Originally trained as an architect, I care about: • Hitting the ground running • AI-enabled design workflows • Scalable design systems • Interactive, delightful experiences • Product strategy rooted in business/user data Currently based in Amsterdam, I'm open to full-time Product Designer roles in fintech/ AI-native teams. Let's chat! ☕🍵
An AI-powered qualitative research platform helping teams conduct and analyse customer interviews at scale. Imagine interviewing 500 customers in a day, with human researchers in the loop. • Partnered closely with the founder to shape product strategy and establish the UX foundation • Designed core product experiences across acquisition, onboarding, AI-moderated interviews, and research analysis • Built a scalable design system and AI-first design workflow for rapid iteration between Figma, Claude, Stitch and engineering • Worked closely with AI engineers to design intuitive LLM-powered interactions, e.g. conditional questioning, interview moderation, and AI-assisted analysis • Enhanced internal features to support customers including Target and Perkin Elmer, for large-scale AI-moderated research
A Series A wealth-tech startup in Malaysia, trusted by 400k+ users and facilitating over €100M in customer savings. • Sole product designer leading the end-to-end design of three new fintech initiatives • Owned the design process from discovery through engineering handoff; crafted intuitive customer journeys across onboarding, investing, rewards, and account management, spanning 40+ user flows • Partnered closely with CPO and 3 PMs through multiple iterations across products • Offered a full-time design retainer following successful delivery of two pilot projects
A Singapore-based product/ UX consultancy, partnering with enterprises and startups. 1. Worked with AirAsia MOVE, SEA’s leading online travel agent (OTA) platform under Capital A with ca. €388M market cap • Improved mobile-UX that tackles price shock and poor satisfaction during flight-change process; improved SUS score by 45% (n=5), 4 out of 5 users would now complete the rebooking process • Product team was very pleased with our recommendations; UX improvements went live 2. Worked with Convo, a tech start-up/ AI-driven qualitative research platform • Led a team of 3 across time zones in a design system revamp of qualitative data dashboard; decreased user task time completion by 23% (n=5) • Proposed new platform features (AI research assistant & report builder) which stemmed from user interview insights and competitive analysis; founder was pleased with our recommendations and gained immediate leads from existing clients • Feature is now live as "The Research Assistant" 3. Worked with Blue Elephant Solutions, a Singapore-based private, B2B, SaaS, AI learning & development management company • Redesigned landing page to improve lead generation for B2B, SaaS products • Led a team of 3 on UI and UX strategies; increased SUS score by 102% (n=11)
A real estate subsidiary of a public-listed company in Malaysia with ca. €5.59B market cap • Led in-depth market research for company's real estate ventures; gather, analyse and synthesise data based on market trends, competitive studies, project feasibility studies, product design proposals and internal marketing strategies • Worked closely with local land acquisition team to analyse and evaluate land acquisition opportunities; helped seal a RM248.7mil. (1,530-acre) land deal • Worked closely with internal departments (business development, project, marketing, design, finance) and external consultants to develop business strategies and township's product launch strategies • Co-led and produced a design matrix assessment for quantitative product benchmarking covering pricing, design layout and building functionality
A public-listed infrastructure and engineering company in Malaysia with ca. €5.59B market cap • Supported design processes and contributed to technical discussions and client meetings; received a full-time job offer after internship due to strong performance • Reviewed and revised architectural drawings of Malaysia’s largest water supply and Off-River Storage (ORS) facility project worth MYR2B; the infrastructure is expected to supply 700MLD of clean water to Klang region upon completion