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Shi Hui Kong, Product Designer transforming complex problems into simple, usable systems

Passionate about building meaningful experiences for users. My non-linear experience across UX, branding, and product marketing enable me to focus on the minimum viable product when designing solutions

Work Experience

Nov 2021 - Current

Screening Eagle, UIUX Designer

Nov 2021 - Current

Part of the global team working on Inspect (iOS , Desktop, Mobile):

• Conducting and leading user research and usability testing for new features

• Working with PMs to design user flows and interactive prototypes based on user requirements

• Driving an internal update on the design system - rebuilding components and setting guidelines

• Facilitating workshops and discussions with key stakeholders on complex product challenges

Jul 2021 - Current

Saleswhale, Product Designer

Jul 2021 - Current

An Internal Transition to UX

Working on overlaps between our marketing website and the main product, which can include but are not limited to the following:

  • Creating the avatar and proposing UX improvements to our free tool:
  • Surfacing product updates in-app
  • Improving product error pages with UX writing
Oct 2019 - Current

Saleswhale, Senior Creative Designer

Oct 2019 - Current

Designer and Facilitator

  • Creative lead for the new marketing site launched July 2020:
  • Content strategy and user experience for the launch of use case library on the marketing site:

Brand Champion and Design System Advocate

  • Kick-started and evolved the company’s brand identity system + website design system
  • Branding for the company podcast (The Marketing Pod) and learning resource series (Masterclass)
Jul 2019 - Oct 2019

igloo, Digital Designer

Jul 2019 - Oct 2019

Key Marketing Designer in Fast-growing Insurtech Startup

  • Lead designer in crafting brand assets for igloo MVP website and digital marketing ads for the APAC market
  • Experienced in working in a cross-functional remote team across offices in APAC (PH, ID, TH)
Jan 2019 - Jul 2019

Freelance, Art Director

Jan 2019 - Jul 2019

Creative Strategy for Small-Medium Businesses

  • Content strategy for startups which includes design of eDMs, social media posts, video graphics, landing pages, and event branding
  • Creating a visual identity for the digital learning program at Hyper Island which includes assets for a chatbot and setting up of Hubspot landing pages
Apr 2018 - Dec 2018

Rhad , Account Manager

Apr 2018 - Dec 2018

Research and Marketing Strategy in a Lean Creative Team

  • Led the creative pitches for The Macallan, NIE, and Temasek Polytechnic
  • Led client workshop meetings for ISCA (Institute of Singapore Chartered Accountants) and Darlie for digital marketing campaigns
Dec 2017 - Mar 2018

DDB Asia, Account Management and Planning

Dec 2017 - Mar 2018

User Research for Innovative Shopper Marketing

  • Performed ethnographic research and uncovering insights for FMCG brands like Mr. Muscle (Chinese market) and Glade (Indian market)
  • Research on the Chinese market in the area of e-Commerce, deep-diving into WeChat marketing strategies for an FMCG brand for preparation of new product launch
May 2017 - Dec 2017

Knuckles & Notch, Visual Designer

May 2017 - Dec 2017

Partner Relations and Creative Direction for an Independent Art Studio

  • Created the deck used for industry talks at ST+ART MUMBAI 2017
  • Branding and marketing of the 2018 Risograph Calendar Launch Exhibition – An Affair of the Most Random Objects and Strange Thoughts
2014 - 2016

Yellow Octopus, Mid-level Visual Designer

2014 - 2016

Multidisciplinary Art Direction for Omni-channel Experiences

  • Visual lead for Brewing a Better World campaign for Asia Pacific Breweries Singapore
  • Visual lead for brand launch campaign for The Shilla Duty-Free, Korea's leading travel retailer, which resulted in high visibility for the brand
2011 - 2014

Kiiin, Graphic Designer

2011 - 2014

Art Direction and Illustration Across Industries

  • Branding and illustration for the kids' activity book for Mount Elizabeth's sold-out Doctor For A Day event
  • Visual lead for a website redesign for Dream Academy. Proposed new ways of showcasing theatre shows and special pages for theatre playlists


Aug 2018 - Feb 2020

Hyper Island, MA Digital Management

Aug 2018 - Feb 2020
  • MA Thesis on Digital Mindfulness – A Grassroots Approach to Improving Self/Tech Balance
  • Thesis artefact available here:


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