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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

Owning UX Across 3 Products - Inspect, UT8000 and Workspace

UT8000 (Ultrasonic Testing iOS App)

  • Design lead for the B Scan data visualisation feature that empowers users to visualise data accurately in 3 different configurations - Cross-Sectional, Thickness Profile and Single Value (Launched May 2023)
  • Facilitated cross-functional product discussions and ideation workshops

Inspect (Inspection Data Collection & Reporting Tool)

  • Redesigned the spot (defect) creation workflow to enable more flexible data collection and more intuitive user onboarding (Launched July 2023)
  • Led the audit, research, redesign & usability testing of the report generation workflow to accommodate a more dynamic and robust reporting capability
  • Owned the design across all devices - Mobile (iOS), iPad and Desktop

Workspace & Eagle ID

  • Led cross-functional product discussions and user-journey mapping around user account deletion, a quick response to Apple’s change in its privacy policy on user data in June 2022
Jul 2021 - Nov 2021

Saleswhale, Product Designer

Jul 2021 - Nov 2021

Designing the Onboarding Experience of an AI Email Chatbot

Working on overlaps between our marketing website and the core product (AI chatbots):

  • Creating the avatar and proposing UX improvements to our ChatGPT-integrated free email writing tool:
  • Designing user onboarding and feature announcements in-app
  • Tweaking UX copy to make product error pages sound more helpful
Oct 2019 - Nov 2021

Saleswhale, Senior Visual Designer

Oct 2019 - Nov 2021

Lead Brand Designer and Facilitator

  • Strong branding contributed to the successful acquisition of the startup in early 2022
  • Creative lead for the new marketing site launched July 2020
  • Content strategy and user experience for the launch of the use case library to accelerate user adoption of our AI chatbots

Brand Champion and Design System Advocate

  • Kick-started and evolved the company’s brand identity and website design system
  • Branding for the company podcast (The Marketing Pod) and learning resource series (Masterclass) that includes influential movers and shakers in the global RevTech industry
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
  • Key point of contact for creative assets 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 a corporate digital learning program at Hyper Island which includes assets for a chatbot and wireframes for the programme landing pages
Apr 2018 - Dec 2018

Rhad , Digital Strategist

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, UX Researcher

Dec 2017 - Mar 2018

User Research for Innovative Shopper Marketing

  • Ethnographic research and 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 a FMCG brand in preparation of a 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 a regional arts festival ST+ART MUMBAI 2017
  • Branding, marketing and set design for all in-house exhibitions
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 the brand launch campaign for The Shilla Duty-Free, Korea's leading travel retailer, which resulted in high visibility for the brand
2011 - 2014

Kiiin, Visual Designer

2011 - 2014

Art Direction and Illustration Across Industries

  • Branding and illustration of 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, Masters of Arts in Digital Management

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


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