Let’s go over again~

(Outdated photo) I look something like this but just older :’)

Hi, I’m Boon Ying, a Senior Product Designer with 10+ years of experience across enterprise B2B, SaaS, and large-scale consumer platforms.

I've helped shape digital products for companies like Dell, Maxis, and iPrice, working across global commerce, telco, fintech, and multi-partner ecosystems. My work spans the full design lifecycle, from discovery and research through to launch and post-launch optimisation.

Inspiration

I'm drawn to the messier side of design, the part where the problem isn't fully defined yet, and the solution isn't obvious. That's where I find the most interesting work happens.

Outside of product design, I take a lot of cues from games, animation, cinematography, and industrial design. They've shaped how I think about storytelling, interaction, and the kind of experiences that feel effortless to use but are anything but simple to build.

Methodology

I don't believe in one-size-fits-all processes. Tools, methods, and frameworks should serve the problem, not the other way around. That said, my default mode is pragmatic: understand the constraint, ask the right questions, and find the most efficient path to a validated solution.

In practice, this looks a lot like Lean UX - identify the problem, define the hypothesis, design and validate quickly, then ship and measure. I apply it loosely because good design thinking doesn't always fit neatly into a named framework.

I use “lean UX” loosely, as I think name/terms usually mutates through time. But these points are basically how I work.

Working Manual

How I Prefer to Receive Feedback

• I treat all feedback as signal, not noise. Specific examples and actionable suggestions are the most useful, vague praise or vague criticism both slow things down.
• I value direct, honest communication. Difficult conversations are far less costly than things left unspoken or misread. Just shoot straight with me.
• Timely feedback matters too, the fresher the context, the more useful the conversation.
• That said, when something's working, I do genuinely appreciate hearing it. Positive reinforcement isn't just good manners, it helps me understand what to keep doing.

Pragmatic Approaches

• Focus on the Problem, Not the Solution: I think best when I have full context upfront. Before diving into any work, I'd rather over-understand the problem than under-define the brief.
• Collaborative Thinking: I tend to think out loud and can get quite absorbed. Feel free to chime in, redirect, or politely tell me I'm going in circles, I won't take it personally.
• Design philosophy:
  • The problem should dictate the process, not the other way around.
  • Not everything needs a full discovery sprint. I prioritise efficiency where it makes sense.
  • When in doubt, simplify. Occam's Razor applies more often than people think.

Challenges I Face