JOYCE HO

PORTFOLIO

2025

UX/UI designer & architect -

Designing for impact

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About me

Philosophy

Motivators

Experience

Background

I'm Joyce, a digital designer with 6 years of experience in user-centered, data-driven, and business-oriented design. Engaged in a diverse array of projects spanning the entire design cycle, from initial exploration to delivery, across various scales.

Shaped by strong roots in architecture, my design journey informs an approach that seamlessly blends form and function, ensuring robust solutions. Thriving in collaborative, ambitious, and coffee-fueled teams, I champion human experiences through the power of research and creativity.

Current

Recently relocated to London, I am actively seeking new design challenges after serving as a Project Lead & UX/UI Designer at blueegg, a Sydney-based UX design agency.

I look forward to contributing to impactful projects and collaborating with diverse teams.

View resume

Selected works

Woolworths Group

Revolutionising Woolworths' Talent Attraction: Redefined Career Site & Application Experience

Woolworths, a major Australian multinational in retail and finance, employs over 200,000 people across 13 brands. In the competitive job market, the demand for skilled talent is intense, yet the existing applicant experience falls short of industry standards.

We enhanced conversions and application completions by crafting a narrative driven experience reflecting Woolworths' new team value proposition, prioritising engagement, inclusivity, accessibility, and mobile optimisation.

#endtoend #UX/UI #re-design #careerswebsite

View case study

CMC Markets

Transforming the CMC Markets website for simplified user journeys, we aimed to create a focused and consistent unified hub for all traders.

CMC Markets is a global digital trading and investing platform with an annual revenue exceeding $600 million. However, their current Australian website presented challenges: complex navigation, overwhelming information, and a lack of differentiation between brands and product offerings.

In the realm of trading, clarity is the compass. We embarked on a journey to revamp the website, enhancing the Information Architecture (IA) and User Experience (UX), creating seamless experiences for both new and experienced traders.

#websiteaudit #Informationarchitecture #UX/UI #re-design #financewebsite

View case study

Australian computer society

Streamlining the growth of Australia’s digital economy involves redesigning a smart and intuitive user experience for technology professionals to submit their skills migration applications.

The Australian Computer Society (ACS) links global talent to the digital economy, assessing professionals for the sector's future. Despite receiving 30,000 annual applications, 75% lack readiness, causing delays and stress.

Guiding this transformative journey as Project Lead in partnership with the Australian Computer Society and Cloudwerx, I designed an experience that maximised application quality and processing efficiency.

#endtoend #webdesign #UX/UI #strategy #applicationexperience

View case study

Within106

Designing a on the road food and drink directory for tourist to unravel the hidden marvels in regional Victoria

Within 106 ('within ten six') - a non-profit directory, powered by Tallarook Hotel's owner Tim - aims to make all local produce businesses accessible to tourists. This unsponsored platform functions as a reliable tool for discovering regional Victoria.

We identified gaps in existing resources and designed "Within 106" to fill these voids, offering unbiased insights for on-the-road discovery.

#end-to-end #UI/UX #directory

View case study

Woolworths Group

Seamless Onboarding Portal: Elevating Employee Experiences

Addressing the challenge of a disjointed and inconsistent onboarding experience at Woolies, we've created a streamlined portal integrated into Teamspace, Woolworths' employee-facing platform.

This solution streamlines support for line managers and onboarding partners. The portal enables efficient task tracking, promoting collaboration and eliminating fragmented onboarding issues to ensure a cohesive and efficient experience for new employees.

#UI/UX #contentstratergy #onboardingportal

Case study pending

Skills

Discovery and research

Stakeholder workshops
Design thinking exercises
Accessibility audits
Heuristic evaluations
Surveys and focus groups

User testing
User interviews
Card-sorting
Analytics audits

UX design

User flows
Journey maps
Persona development
Sitemaps and IA

Modular components
Prototyping
Wireframes
Concept development

UI design

Responsive design
Accessibility (WCAG compliance)
Atomic design

Design systems
Style guides
low - high fidelity design

Tools

Figma
Adobe XD
Adobe Photoshop
Adobe Illustrator
Adobe Premier Pro
Adobe After Effects

Miro/Mural
Dovetail
Asana
Jira
Confluence
Rhinoceros/ Vray (3d modelling)

LET'S CHAT

Top

Overview

Problem

Processes

Challenges

Outcome

Breakdown

Top

Revisioning
Woolworths Careers

Revolutionising Woolworths' Talent Attraction: Redefined Career Site & Application Experience

overview

Woolworths seeks a seamless application process by integrating a new Team Value Proposition (TVP), Woolworths group branding, and has acquired a new applicant tracking system (Avature). We enhanced conversions and application completions by crafting a narrative-driven experience reflecting Woolworths' new team value proposition, prioritising engagement, inclusivity, accessibility, and mobile optimisation.

role

UX/UI Designer responsible for managing initial concept development and design progression, competitive and comparative analysis, workshop facilitation, wireframe designs, usability testing, and conducting multiple share backs sessions.

platform

Desktop & Mobile

type

Career Site Re-design

year

2023

Problem

The existing Woolworths career experience faces several issues:

📖 Storytelling and Branding Gaps

The absence of compelling storytelling and inconsistent branding elements diminish Woolworths' ability to showcase its unique value proposition as an employer of choice.

🤔 Inclusivity and Accessibility Concerns

The current platform lacks consideration for inclusivity and accessibility, hindering individuals with different abilities from fully engaging with the Careers site, thus limiting the talent pool

🛤️️ Navigation Challenges & Disjointed User Journey:

The absence of cohesion and uniformity across touch points results in a frustrating and inefficient navigation process, impeding efficient information retrieval for users.

📱 Mobile Usability

The current non-optimised mobile solution poses challenges for users, potentially resulting in a loss of candidates who prefer mobile application experiences.

Processes

Our journey to transformation involved several key stages:

Artefact Gathering

Reviewed and audited existing resources to assess relevance and inform our designs.

Competitive and Comparative Analysis

Revealing strengths and weaknesses of competitors

Look & Feel Workshop

Define visual identity and direction to ensure alignment with Woolworths' brand and user preferences.

Concept Designs

Brainstorming and designing 3 distinct concepts.

Wireframe Designs

Developing mid and high fidelity wireframes.

Accessibility Reviews

Conducted accessibility sessions to ensure designs adhere to standards.

Design Review Workshops and Shareback

Gathered input from stakeholders and incorporated feedback into design iterations

Recruitment and User testing

Organised user recruitment to ensure diverse representation, including people with different abilities.

Tech Feasibility

Assessed design feasibility and ensured consistency between design and implementation with technical teams.

Challenges

Pioneering the Integration of Woolworths' Team Value Proposition into Designs

Our team established the precedent, navigating challenges from translating abstract values to setting consistency standards. We shaped a distinctive narrative-driven strategy for Woolworths' future designs in a competitive market.

Navigating a Large Multifaceted Client Environment

Our challenges included an incomplete design system, technological constraints, and managing layered feedback from stakeholders at Woolworths and external consultants. The influx of ideas from various business parties highlights the need for effective and strategic internal stakeholder management.

Designing for everyone

Our design ethos for Woolworths prioritised inclusivity on all diverse communities. The testing phase demanded meticulous coordination through askable to ensure diverse representation, highlighting the significance of teamwork in crafting an authentically inclusive design.

Outcome

The redesigned career site seamlessly integrates with Woolworths' ecosystem, ensuring a unified user experience that enhances engagement.

Team value proposition front and centre.

The career website vividly brings the Team Value Proposition to life, shifting from mere listing to active demonstration.

Mobile Optimisation

With full mobile optimisation, the career site offers accessibility to users anytime, anywhere, across all devices.

Celebrating Woolworths commitment to diversity and inclusion

Our designs embody Woolworths Group's strong commitment to diversity and inclusion, fostering a sense of belonging through carefully curated content and layouts.

Intuitive navigation for career seekers

The new design ensures intuitive navigation and transparency, allowing users to easily explore the depth of Woolworths beyond its supermarket identity, catering to diverse career paths.

Clear and Defined Application Process

Users navigate a seamless application process, easily identifying key actions, understanding expectations, and progressing with confidence.

Project
Breakdown

Care about processes, not just
the overview? keep reading!

Understand

Workshops and reviewing pre-existing research underscored our role to navigate many moving parts to craft an engaging user experience.

This includes brief requirements, existing research, Woolworths branding, and the new Team Value Proposition (TVP), complex business teams, while navigating the adoption and design of Avature, a new application tracking system.

Define

Integral to our success, the look and feel workshop played a fundamental role in kickstarting our design processes on the right foot.

Structured to elicit stakeholder votes on features through the lens of their own Team Value Proposition (TVP), it not only prompted them to visualise the TVP, a step they hadn't taken before, but also positioned us for design success.

What elements effectively convey the value of 'A genuine level of care'

What elements effectively convey the value of 'Endless possibilities'

What elements effectively convey the value of 'Leading the way'

Develop

Unveiling Career Site Themes Through Workshop Insights

Synthesising findings from the look and feel workshop, we steered the concept design of the career site towards three primary themes:

These concepts served as a valuable exploration, enabling us to express the Team Value Proposition (TVP) through to the designs consistently across all career pages.

Through a series of share-back and feedback rounds, we unraveled stakeholder thoughts and perspectives. The final designs were ultimately a blend of each theme.

We conducted a total of 50 usability tests, consisting of 10 moderated and 40 unmoderated sessions, capturing diverse perspectives.

For our usability testing phase, we meticulously crafted mid to high-fidelity versions of 20 pivotal pages on the careers site. This process was complemented by a robust recruitment strategy, ensuring a varied participant pool.

Our research goals were tailored to assess task accuracy and efficiency, validate information architecture, understand sentiments towards language and content, evaluate mobile responsiveness, and ensure accessibility and inclusivity.

Some snippets from the usability test:

Deliver

Overall, the usability testing results were highly favourable, with an average rating of 4.4/5 from 40 participants, signifying a strong user experience.

Key Insights and Recommendations:

Through these insights the pages went through rounds of changes and feedback sessions, and were documented for development.

We eagerly anticipate the site launch, anticipating key metric tracking, including conversion rates and application completion rates.

Top

Overview

Problem

Processes

Challenges

Outcome

Breakdown

Top

CMC Markets
Website Re-design

Transforming the CMC Markets website for simplified user journeys, we aimed to create a focused and consistent unified hub for all traders.

overview

CMC Markets is a global digital trading and investing platform with an annual revenue exceeding $600 million. However, their current Australian website presents challenges: complex navigation, overwhelming information, and a lack of differentiation between brands and product offerings. While it effectively served existing clients, its potential to educate and engage diverse traders remained untapped.

In the realm of trading, clarity is the compass. We embarked on a journey to revamp the website, proposing an information architecture based on Google Analytics, conducting competitive analysis, and usability testing. The work delivered high-fidelity designs focusing on content hierarchy, consistency, and branding alignment, creating seamless experiences for new and existing users.

role

As core member of the 4 person project team my responsibilities included assisting in Information architecture workshops and review, existing website audit and redesign of new website based on research findings.

platform

Mobile first approach,
Desktop

type

Fianance Website Re-
design IA

year

2022

Problem

The current CMC website experience suffers from several key issues:

🕸 Complex navigation

The website's IA is confusing, featuring duplicate pages across the website and using inconsistent financial terminology. Users often struggle to find what they need due to these complexities.

🤔 Brand confusion

The distinction between share and CFD trading isn’t clear, leading to users signing up for the wrong services.

🛤️️ Inefficient User Journeys

New traders face confusion with the layout, hindering exploration, while experienced ones struggle to access diverse products and exclusive features.

📱 Mobile Usability

Given the significant number of mobile traders, the current website lacks a mobile-friendly approach, impacting user experience.

Processes

Our journey to transformation involved several key stages:

IA review, workshops & refinement

Comprehensive analysis of the website's IA.

Persona Creation

Refining CMC user personas to inform design decisions

Existing Website Audit

Evaluating the current site to identify issues

Mid-Fidelity Designs

Creating visual representations of the redesigned site for business approval

Stakeholder share back & feedback

Involving stakeholders and integrating their input from the beginning.

Prototyping and Usability Tests

Iterative testing with various persona groups

Challenges

Complex IA Reform

Undertaking a information architecture reform demanded meticulous analysis and a deep understanding of page content, user journeys coupled with the need to navigate differing stakeholder opinions. This conquered by IA audits, sitemaps creations, external workshops.

Making finance simple

Finance is complicated, concepts are hard to grasp, and uses highly specific vocabulary coupled with business marketing terminology and offerings, our challenge was to make all content valuable and easy to understand for all personas.

Outcome

Validated simplified navigation for all users

Lowering friction points, simplifying key journeys by redesigning IA for intuitive navigation

Designing a Unified Trading Hub

Unifying CFD and Share Trading for a Comprehensive Trading Hub by building synergy and avoiding confusion between the two brands.

Optimising engagement with clear product offerings

Enhancing clarity in CMC product offerings, Education, and Market Dynamics

Consistent, simple, responsive design

Validating mobile designs through testing to ensure important information can be easily legible and accessed all screen sizes.

Project
Breakdown

Care about processes, not just
the overview? keep reading!

Understand

Identifying the deep rooted issues through workshops, website audits and competitive analysis.

In order to comprehend the user experience challenges, we conducted IA workshops, did thorough website audits and competitive analysis with other competing brands. During this process, navigation emerged as a primary concern, prompting our team to delve deeper into enhancing the overall user journey.

Define

Refining personas helped shaped the redesign process of the website tailoring to their user journeys and needs.

CMC wanted the website to be beneficial and helpful for both experience traders but also a website to assist the learning of new traders.

Develop

We distinctly separated CFD and Share trading in our IA, clarified CMC products and platforms, and ensured educational content was easily accessible for novice traders.

This approach was shaped by a comprehensive review of Google Analytics data, where we analysed click-through rates of pages on the current site. Additionally, we conducted IA workshops to understand emerging business needs and held multiple IA review sessions, refining our approach through each feedback session.

Below is a snippet of the finalised IA sitemap after multiple review sessions and usability testing on users.

Usability testing designs led to changes in copy, refined information architecture, rethought content hierarchy and interactions.

We conducted usability tests with participants embodying all three personas. Despite receiving predominantly positive feedback, valuable insights were shared, emphasising the importance of refining navigation, enhancing UI elements for clearer differentiation, and improving the clarity of terminology and feature distinctions.

The prototype mirrors authentic site interactions. We prototyped hamburger navigation, table interactions and refined copy for improved clarity.

Deliver

In revolutionising the navigation, redesigning and conducting usability tests on 20 selected pages, we've established a gold standard, shaping the future of user experience across the entire CMC website.

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Overview

Problem

Processes

Challenges

Outcome

Breakdown

KPI's

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ACS Digital
Transformation

Streamlining the growth of Australia’s digital economy involves redesigning a smart and intuitive user experience for technology professionals to submit their skills migration applications.

overview

The Australian Computer Society (ACS) plays a pivotal role in connecting global talent with the digital economy, assessing and certifying professionals for future roles. However, with over 30,000 annual applications, 75% of them were unprepared, causing delays and stress.

In 2022, the Australian government aimed to increase skilled migrant intake to meet growing demand. However, a persistent challenge remained: balancing application efficiency with the quality of professionals entering the country.

role

As the Project Lead, my responsibilities included defining project objectives, managing timelines, and client relationships. Additionally, I led the strategy, research, and design efforts.

platform

Desktop

type

Application experience

year

2022-2023

Problem

ACS faced a significant issue with 30,000 annual applications, 75% of which were unprepared for assessment, resulting in unsuitable outcomes and delays. This situation had various negative consequences:

Overloaded applicants faced complex criteria, causing confusion.
75% of applications were stuck in processing due to insufficient information.
Wait times ranged from 7 weeks to 5 months, causing mental distress.
Assessors spent time on manual tasks that could have been focused on quality assessment.

As a flagship service and commercial pillar of ACS, as well as a critical piece of Australia’s economic puzzle, the service and experience was in need of a rethink and redesign.

Processes

Our journey to transformation involved several key stages:

AS-IS/Future Blueprint Review

Understanding the current state and envisioning the future

Design Principle Development

Establishing key principles to guide the design process

Mid to High-Fidelity Designs

Creating detailed design concepts

Client Workshops

Collaborative sessions with stakeholders

Prototyping & Usability Testing (4 rounds)

Iterative design testing with 40 users

Stakeholder Share-back & Feedback

Engaging stakeholders and incorporating feedback

Challenges

Redesigning on the Fly

As we redesigned the front-end experience, parallel developments in digital infrastructure and process mapping were occurring. This required daily design iterations to align everything effectively.

Designing for Three User Groups

Tailoring the application experience for three distinct user groups (applicants, applicants with agents, and agents) with varying needs and journeys proved challenging but necessary.

Outcome

Our journey through this digital transformation led to significant results. We meticulously navigated the digital landscape, crafting a digital experience that empowered all user groups and positioned ACS for organisational advancement.

For applicants: We've crafted a user-friendly journey, ensuring applicants feel supported for faster and fairer outcomes.

For ACS Assessors: We streamlined workflows for efficient high-value tasks and better-informed decisions.

For the Organisation: Our work established ACS as a provider of exceptional service, driving positive change in the tech sector

Transparent and guided process

Applicants now have a clear path to success, guided at every step, from initial application to submission, tracking, and receiving outcomes.

Customised experiences

We've tailored experiences to each applicant's unique scenario and journey, ensuring a personalized and effective process.

Occupation Code Selection Enhancement

Utilising behavioral economics we've reimagined a more efficient way for applicants to select their occupation code via skills assessment, eliminating errors of manual identification.

Streamlined Agent and Company Portals

Agents can now manage all their clients in one streamlined portal, while the organization gains efficient management of agents under a unified platform.

Project
Breakdown

Care about processes, not just
the overview? keep reading!

Understand

Understanding the current environment was paramount to our design process.

We conducted a comprehensive analysis, reviewing the skills assessment journey map and interviewing both external users and internal assessors. This deep dive allowed us to identify pain points, opportunities, and critical areas for the future vision.

Define

Understanding diverse user groups

We identified distinct user groups to gain insights into their unique needs and journeys, enabling us to craft tailored experiences for each individual.

Workshops to align with main stakeholders, defining the problem and creating the building blocks for ideation.

These sessions centered on ideating on actionable "how-to" statements laying the foundation for the concepts. Post-workshop, we transformed these insights into mid-fidelity sketches, garnering strong business support for our design direction to be further developed.

How can we support applicants in submitting "assessment-ready" applications from the start?

How can we improve transparency in the assessment process to boost applicant confidence?

How can we enhance the assessment interface to empower assessors to focus on high-priority tasks?

How can we streamline the assessment process for improved efficiency?

Develop

We transformed ideas into well-defined concepts and established design principles that remained at the forefront throughout the process.

Our approach shifted from theory to practical experimentation, progressing swiftly to future-state design. Concepts were translated into tangible representations and rigorously tested in real-world scenarios.

Overarching design principles

Deliver

We designed strategically to change how the organisation thinks, making evidence based designs the norm.

Over six months period we conducted 40 rounds of usability testing. Each round focusing on different sections of the application experience, capturing continuous iterations that aligned with evolving processes and concept refinement.

KPI's

The designed application experience is now staged and under development and will be live at the end of 2023.

The transformation project aims to achieve:

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Overview

Problem

Processes

Challenges

Outcome

Breakdown

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Within106
Regional Directory

Designing a on the road food and drink directory for tourist to unravel the hidden marvels in regional Victoria

overview

Within 106 ('within ten six')—a non-profit on-the-road food and drink directory. This platform, born out of a need for unbiased insights, is designed to make local beverage and food producers accessible to tourists.

We identified gaps in existing tourism market and designed "Within 106" to fill these voids, offering a reliable source for on-the-road discovery.

role

As a UX/UI Designer at BFF Experience Design Agency, I played a pivotal role in leading research, synthesizing findings, and crafting a cohesive product strategy for Within106. Collaborating with a team of three, my responsibilities extended to developing UI designs and refining handover documentation for a successful product launch.

platform

Mobile, Desktop Web-App

type

Online Food and Drink Directory

year

2021-2022

Problem

Within106 regional directory aims to solve the lack of visibility and recognition for local produce food and drink businesses in regional Victoria that sit on the edge.

Initiated by our client Tim, a local publican and owner of the popular Tallarook Pub, the project aims to address the difficulties these businesses encounter in gaining attention on platforms like Google and other prominent tourism websites. To counter this issue, Within106 operates as a non-monetised, unbiased platform, providing equal opportunities to all local producers, irrespective of their size, location, or online marketing presence.

Processes

Our journey to transformation involved several key stages:

Defining Product Strategy

Discovering opportunities and creating a solution useful to traveler's.

Competitive Analysis

Revealing strengths and weaknesses of competitors

User Interviews

10 one-hour narrow scope interviews and 14 guerrilla broad scope interviews.

Proof of Concept & Brand Identity

Prototyping and Testing

Developing a robust prototype for live testing.

Design Documentation Handoff

Collaborating with developers for seamless development

Challenges

Identifying opportunities in an already mature tourism market.

Navigating a mature tourism market prompted by Tim's post-COVID insights. The challenge was discerning a genuine problem and ensuring our solution authentically addressed user needs without adding to the competitive landscape.

Understanding User Actions: Bridging Verbal and Actual User Behavior

Crafting an effective product required understanding user behavior during travel in regional Victoria. Despite insights from interviews, we encountered a gap between what users said and their actual actions, emphasising the reliance on observational data to align our app with users' genuine needs.

Outcome

We designed within106 to be a directory for on the go discovery, helping all tourist discover regional Victoria’s food and drink producers in discovery mode.

Streamlined results embracing simplicity

Designed for efficiency, our results provide comprehensive information without unnecessary clicks.

Fewer images, strategic copywriting

Carefully curated images and strategic copywriting minimise loading times, offering a captivating glimpse of each business. This approach strikes a balance between engaging content and essential information.

Map navigation assistance for Seamless Travel

Users can easily access directions via Google Maps, facilitating a smooth and efficient journey to their selected destinations.

Adaptive Interface: Light and Dark Modes

To cater to diverse scenarios encountered during on-the-road adventures, we designed the application in two modes - dark and light - to help with readability in different scenarios.

Check out WIthin106 here

Project
Breakdown

Care about processes, not just
the overview? keep reading!

Opportunity analysis

Competitive analysis revealed issues that highlighted a strategic opening for Within 106 in the regional tourism market.

🤯 Information Overload

Existing platforms often overwhelm users with extensive information, spanning events, major attractions, and local experiences.

🧐 Pre-Travel Focus

Slow internet speeds in regional Victoria hinder the user experience, particularly with image-heavy platforms and dense information formats.

🔦 Limited Visibility for Small Businesses

Current platforms follow a "play to pay" model, favouring sponsored content and high-profile businesses.

👎 Biased information

Many platforms exhibit bias towards businesses that pay for visibility.

We identified some significant opportunities for Within106 in the existing tourism market.

Within106 to be trustworthy but also curated

We saw an opportunity for Within 106 to be a trusted source of information, similar to a council website, while also displaying options in a more curated way.

A directory with local knowledge and specific focus

Being a unique on-the-road directory, which specialises in providing information about locally-beverage and food based producers only.

Unlocking Discovery Mode: Insights from Interviews

Our research revealed a pivotal opportunity when users transition into "discovery mode." Whether avid pre-planners or spontaneous explorers, all users exhibited a unique phase of discovery during their trips. This distinctive "mode" is a dynamic aspect we identified, travellers with larger amounts of time to explore flick into discovery mode for longer.

Concept development

Branding for Within 106 draws inspiration from iconic regional Victoria traits.

Integrating elements of road trips, navigation symbols, road signs, and vintage packaging. Developed by the BFF team, these brand elements are intentionally simple yet resonate with the essence of regional Victoria, evoking nostalgic memories and a sense of exploration.

Designs focused for On-the-Road Clarity

In the concept design phase, our team tested illustrations, refined search functionality, and experimented with filtering tabs, information display, and map interfaces. This aimed to empower users in discovery mode to make quick on-the-go decisions while exploring regional Victoria.

Development and Launch

Translating high-fidelity mockups into prototypes identified usability concerns and refined our copywriting. Despite initial map functionality challenges due to cost constraints, stakeholders invested in linking it to Google Maps.

Within 106 is now live, successfully connecting craft beverage producers with tourists, providing a valuable resource for on-the-road discovery.

Check out Within106 here

JOYCE HO

PORTFOLIO

2025

UX/UI designer & architect -

Designing for impact

About me

Experience

Selected works

Skills

LET'S CHAT

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