Hi there, I'm Hayley
I'm a product designer with over 5 years of experience crafting digital experiences.
Based in 🇸🇬 Singapore, I've had the opportunity to work across a diverse range of projects—from consumer-facing products from diverse industries to complex enterprise solutions that transform how businesses operate.
Email: hayleyngsiqi@gmail.com
Contact: +65 8157 2727
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My projects
AI Recommendations
0 to 1 project
API Analytics
0 to 1 project
Rewards Marketplace
Redesign project
Wallet
0 to 1 project
Website Editor
0 to 1 project
Hear from people I've worked with
Despite the complexity of the requirements, Hayley approached the product design process with remarkable ease and professionalism. She dove deeply into the requirements, consistently aiming to simplify and streamline wherever possible to create a better experience for our users. Her commitment to rigorous testing ensured that our designs were not only visually compelling but also highly functional and efficient.
Katie Marini
Senior Product Manager at Ascenda
I would really like to highlight her open-mindedness and ability to adapt to new processes while making sure that the end product keeps getting better to our end users. For example, when a more complex user journey was about to be released, Hayley has quickly re-adjusted her timelines and helped with testing of the finished product from a UX perspective. Lastly, I want to mention that Hayley’s positive, growth-minded attitude and approach really helped motivate and encourage the team to do the same, and we really appreciate her for that!
Attila Kalvin
Engineering Manager at Ascenda
Through the time she was in the company, she also had the opportunity to take lead of a major project on her own and she handled it marvellously. She worked very well with the team on producing the various deliverables required, and her work was all delivered with a high level of professionalism. And even with a huge project in her hands, she still took time to approach various members of the team to aid in other projects when tasks from the main project were not too heavy.
Goh Nai Jie
Lead UI/UX Designer at Flex-Solver (Beyondsoft)
My journey thus far
Ascenda
3 years 7 months
Senior Product Designer
Sep 2022 - Apr 2025
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Spearheaded design strategy of loyalty portals for financial clients including BNZ and VMA (B2C), delivering user-centered solutions that aligned with business objectives, serving more than 1M users
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Led the transformation of internal Admin Panel (B2B) into a client-facing product, increasing the usability of the product by 50% as shown through the amount of time used to complete tasks
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Directed the Admin Panel (B2B) design team and established design principles for user interaction to ensure design consistency and scalability throughout the product
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Orchestrated complex cross-functional design timelines across design systems, motion graphics, and product teams, increasing productivity and product delivery and efficiency
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Created comprehensive designs from concept wireframes to polished high-fidelity mockups for enterprise solutions and sales prototypes for financial technology conferences including Money2020 using Figma
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Provided cross-functional design critique and collaboration across multiple product verticals, elevating design standards for both enterprise and consumer-facing products
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Defined and implemented the product design vision and growth strategy, resulting in improved user engagement metrics and creating a scalable framework for future product evolution
Product Designer
Oct 2021 - Sep 2022
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Acted as a client-facing designer for clients including ANZ Bank, Star Alliance, BNZ, and VMA, to understand their user needs and collaborate on new design solutions for their loyalty portals
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Led the design transformation of the loyalty portal from concept wireframes to polished high-fidelity mockups
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Established design principles for the loyalty portal to ensure design consistency throughout the platform which improved scalability and implementation of the product
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Initiated and spearheaded the design transformation for the enterprise Admin Panel platform (B2B), creating unified experiences across multiple user personas including developers, product managers, and customer service representatives
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Implemented user research methodology including moderated interviews, unmoderated usability testing, and formal user acceptance testing (UAT), translating research insights into measurable product improvements
Flex-Solver (Beyondsoft)
1 year 9 months
UI/UX Designer
Feb 2020 - Sep 2021
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Directed design initiatives and acted as a client-facing designer for clients including National Gallery Singapore, Soup Restaurant, CCL Impex, and Singapore Turf Club
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Transformed complex requirements into interactive prototypes across consumer (B2C) and enterprise platforms (B2B) (SCM, CRM, CMS, LMS) using Axure and Adobe XD, accelerating development cycles and stakeholder approvals
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Created comprehensive designs from concept wireframes to polished high-fidelity mockups using Axure and Draw.io
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Integrated seamlessly with cross-functional Agile teams, partnering with Project Managers and Developers to optimise design implementation and maintain product integrity throughout development cycles
Rewards platform
Check out
Rewards summary