Samuel Quah; SMLQ

Designer | Problem Solver | Builder

Crafting

Experience designer that thrives at the intersection of user empathy and strategic product thinking.

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01 — Vision

Design is the narrative behind building great products.

02 — About

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.

03 — Design

Design Facilitation
User Research
Usability Testing
Design / Product Thinking

04 — AI

Replit
Bolt
UX Pilot
Claude Code
Google Stitch

05 — Tools

Figma
Spline
Paper
After Effects

Selected Work

Work that speaks

Duration6 Months

MethodologyUser Research · Findability · Usability Testing · Information Architecture

Project GoalsDuring this period in 2024, we were struggling to maintain NPS scores — and the feedback was pointing to the same friction points: customers couldn't find how to update their payment method or submit a claim. The features existed but the experience didn't make them findable.

Customer Portal Navigation

Duration1 Year with iterations after

MethodologyUser Research · Usability Testing · Experience Design

Project GoalsExamined how customers move through purchase across multiple Singlife products, identifying where experiences diverge unnecessarily — and where a unified design language could reduce friction and strengthen trust at the point of conversion.

Insurance Online Purchase Experience

Duration4 Months

MethodologyFindability · Usability Testing

Project GoalsAudited fragmented workflows and inconsistent terminology across the application experience, establishing a unified language and process model that gave users clear, reliable visibility into where their application stood — and what came next.

Application and Policy Tracking

Let's chat;

samuelqjw@gmail.com

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© 2026 Samuel Quah; SMLQ. All rights reserved.Created with Claude and some imagination