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Shi Hui Kong, Product Designer

A startup-savvy UX generalist with a background in branding and visual design who’s spent 5+ years designing end-to-end experiences for web and mobile 

Work Experience

Nov 2021 - Current

Screening Eagle, Product Designer

Nov 2021 - Current

Dynamic Visual Inspection Workflow for the Built World

Inspect (Productivity Tool), UT8000 (Flaw Detector), Workspace (Cloud Storage)

  • Streamlined the defect ticket creation workflow, enabling efficient onboarding for new users with an average ticket completion rate of 91%
  • Designed and tested the POC prototype of a new report-generation experience, projected to reduce 20% of customer complaints
  • Shipped the B Scan Visualisation of the flaw detector resulting in a 5% lift in market interest
Dec 2020 - Nov 2021

Saleswhale, Product Designer

Dec 2020 - Nov 2021

User Experience for AI-powered Email Assistants

  • Created the avatar and GTM landing pages for our ChatGPT-integrated email writing tool resulting in an exponential same-day increase in qualified leads for our core product
  • Shipped the MVP pricing page to enable the company's self-serve product strategy, driving an alternate source of lead generation for PQLs
  • Launched the product’s first template library to accelerate user adoption from organic web traffic, becoming top 3 most-visited pages in the marketing website
Oct 2019 - Dec 2020

Saleswhale, Senior Visual Designer

Oct 2019 - Dec 2020

Lead Brand Designer and Facilitator

  • Strong branding contributed to the successful acquisition of the startup in early 2022
  • Creative lead for product positioning and new marketing site launched July 2020
  • Branding for the company podcast (The Marketing Pod) and learning resource series (Masterclass)
Jul 2019 - Oct 2019

igloo, Visual Designer

Jul 2019 - Oct 2019

Key Marketing Designer in a Fast-growing Insurtech Startup

  • Lead designer in crafting brand assets for igloo MVP website and digital marketing ads for the APAC market
  • Key point of contact for creative assets in a cross-functional remote team across offices in APAC (PH, ID, TH)
2011 - 2018

Various Clients, Visual Designer

2011 - 2018

Design Champion for Start-ups and SMBs

  • Designed, managed and art-directed omnichannel campaigns for notable clients such as The Shilla Duty Free, UOB, Mount Elizabeth Hospitals and SOTA (School of the Arts)
  • Branding projects for start-ups and SMBs across various industries such as healthcare, entertainment, education and the arts


Aug 2018 - Feb 2020

Hyper Island, Masters of Arts in Digital Management

Aug 2018 - Feb 2020

Research topics include:

  • Future mapping new ways of growing an NGO sustainably for TWC2, an NGO based in Singapore dedicated to improving conditions for low-wage migrant workers
  • Using design thinking to improve lead generation for EngageRocket (people analytics startup)


  • User Experience Design
  • User Research
  • Heuristic Evaluation
  • Information Architecture
  • UX Writing
  • UI Design
  • Wireframing
  • Interactive Prototyping
  • Usability Testing
  • Design Ops
  • Figma
  • Workshop Facilitation