Welcome
Designer,
Builder,
Problem Solver
Portfolio / 2026
Samuel Quah
Selected Work
Projects
Customer Portal Navigation
Users visit the customer portal primarily to submit claims or make payments, but struggle to find these features due to poor navigation. Key actions are buried within the Services tab, making the content structure unclear and difficult to navigate. This friction prevents users from completing their goals efficiently, leading to frustration and task abandonment.
Navigating Policy Applications
Users could not find their recently applied or purchased policies on the platform, leaving them unsure of their application status. This led to a spike in support calls to the Singlife Hotline, adding unnecessary friction at a critical point in the customer journey. The gap between users expectations for real time updates and the platform actual capabilities degraded the overall experience and increased support costs.
User Purchasing Motivation and Insights
A significant drop in the Singlife CareShield sales funnel prompted targeted research and a redesign initiative to improve the experience and drive conversions. We mapped customer journeys and synthesized both quantitative and qualitative data to uncover key pain points. These insights directly informed our final design decisions.
Crafting Singlife Design System
Establishing a design system creates a shared visual language that ensures consistency across every touchpoint of a product. It encompasses reusable components, tokens, and guidelines that bridge the gap between design and development. A well-crafted system scales efficiently, reduces redundancy, and enables teams to build cohesive experiences faster.
About
“Design is the narrative behind building great products.”
7+
Years experience
∞
Iterations
I'm an experience designer who thrives at the intersection of user empathy and strategic product thinking.
I believe the most powerful digital experiences emerge when deep user research meets data-driven insights, creating solutions that genuinely resonate with people, while driving meaningful business outcomes.
I am continuously expanding my technical toolkit—currently diving deeper into React and Next.js—I want to be able to speak the same language as software engineers and translate user needs into feasible, impactful solutions. This cross-functional approach helps me craft experiences that are not only user-centered but also technically sound and strategically aligned.
Toolkit