ABOUT
ABOUT
Every great design begin with an even better story
Every
great design
begin with
an even
better story
Every great
design begin
with an even
better story
Who am I?
Who am I?
Who am I?
I'm a product and strategy professional with an unusual background — I trained as an architect, which means I've always thought about design in terms of how humans move through systems, make decisions in space, and interact with their environment.
That lens transferred naturally into fintech. Financial products are environments too — and most of them are poorly designed for how people actually behave with money.
I'm currently at Kestrl Tech, where I've worked across product strategy, UX, and data product design for Islamic banking and lifestyle fintech. My focus now is behavioral banking: building financial products that understand the human being behind the transaction.
I'm a product and strategy professional with an unusual background — I trained as an architect, which means I've always thought about design in terms of how humans move through systems, make decisions in space, and interact with their environment.
That lens transferred naturally into fintech. Financial products are environments too — and most of them are poorly designed for how people actually behave with money.
I'm currently at Kestrl Tech, where I've worked across product strategy, UX, and data product design for Islamic banking and lifestyle fintech. My focus now is behavioral banking: building financial products that understand the human being behind the transaction.
I'm a product and strategy professional with an unusual background — I trained as an architect, which means I've always thought about design in terms of how humans move through systems, make decisions in space, and interact with their environment.
That lens transferred naturally into fintech. Financial products are environments too — and most of them are poorly designed for how people actually behave with money.
I'm currently at Kestrl Tech, where I've worked across product strategy, UX, and data product design for Islamic banking and lifestyle fintech. My focus now is behavioral banking: building financial products that understand the human being behind the transaction.
What I bring?
What I bring?
What I bring?
I sit comfortably between product thinking and design execution — which means I can hold a strategic conversation with stakeholders and still translate that into something a user can actually interact with.
My strongest contributions tend to be at the messy middle: taking ambiguous problems, making sense of user data and behaviour patterns, and turning them into clear product direction. I've done this across banking apps, analytics dashboards, and feature design for markets where financial behaviour is deeply tied to culture and values.
I sit comfortably between product thinking and design execution — which means I can hold a strategic conversation with stakeholders and still translate that into something a user can actually interact with.
My strongest contributions tend to be at the messy middle: taking ambiguous problems, making sense of user data and behaviour patterns, and turning them into clear product direction. I've done this across banking apps, analytics dashboards, and feature design for markets where financial behaviour is deeply tied to culture and values.
I sit comfortably between product thinking and design execution — which means I can hold a strategic conversation with stakeholders and still translate that into something a user can actually interact with.
My strongest contributions tend to be at the messy middle: taking ambiguous problems, making sense of user data and behaviour patterns, and turning them into clear product direction. I've done this across banking apps, analytics dashboards, and feature design for markets where financial behaviour is deeply tied to culture and values.
Why I love the work?
Why I love the work?
Why I love the work?
Finance is one of the last frontiers of genuinely human-centred design. Most banks still build for the rational economic actor — the person who reads the fine print, compares rates, and makes optimal decisions. But that's not how people actually work.
People make financial decisions based on fear, hope, habit, and identity. They hold five bank accounts simultaneously. They avoid checking their balance because it's emotionally easier. They save for Hajj before they save for retirement.
That gap — between how financial products are designed and how humans actually behave — is where I want to work. It's specific enough to go deep, and important enough to matter.
Finance is one of the last frontiers of genuinely human-centred design. Most banks still build for the rational economic actor — the person who reads the fine print, compares rates, and makes optimal decisions. But that's not how people actually work.
People make financial decisions based on fear, hope, habit, and identity. They hold five bank accounts simultaneously. They avoid checking their balance because it's emotionally easier. They save for Hajj before they save for retirement.
That gap — between how financial products are designed and how humans actually behave — is where I want to work. It's specific enough to go deep, and important enough to matter.
Finance is one of the last frontiers of genuinely human-centred design. Most banks still build for the rational economic actor — the person who reads the fine print, compares rates, and makes optimal decisions. But that's not how people actually work.
People make financial decisions based on fear, hope, habit, and identity. They hold five bank accounts simultaneously. They avoid checking their balance because it's emotionally easier. They save for Hajj before they save for retirement.
That gap — between how financial products are designed and how humans actually behave — is where I want to work. It's specific enough to go deep, and important enough to matter.
How I came to know about UX?
How I came to know about UX?
How I came to know about UX?
I'm working toward roles that sit at the intersection of behavioral science, financial product design, and human-centred innovation — whether that's product management, strategy, or a function that doesn't have a clean name yet.
I believe the next wave of meaningful fintech won't come from faster payments or lower fees. It'll come from products that actually understand how people relate to money — emotionally, culturally, behaviourally. That's what I want to help build.
I'm working toward roles that sit at the intersection of behavioral science, financial product design, and human-centred innovation — whether that's product management, strategy, or a function that doesn't have a clean name yet.
I believe the next wave of meaningful fintech won't come from faster payments or lower fees. It'll come from products that actually understand how people relate to money — emotionally, culturally, behaviourally. That's what I want to help build.
I'm working toward roles that sit at the intersection of behavioral science, financial product design, and human-centred innovation — whether that's product management, strategy, or a function that doesn't have a clean name yet.
I believe the next wave of meaningful fintech won't come from faster payments or lower fees. It'll come from products that actually understand how people relate to money — emotionally, culturally, behaviourally. That's what I want to help build.
Education & Experience
Education & Experience
2024 - Present
Kestrl
Design & Product Strategy Associate
Joined as a UI/UX Designer, responsible for end-to-end design of Atlas — an Islamic lifestyle banking app — covering user research, wireframing, prototyping, and usability testing.
Progressively took on broader product and strategy responsibilities, including business analysis, customer segmentation modelling, SDLC documentation, and data product design for an executive analytics dashboard built for BMMB. Grew from design execution into product thinking across the full product lifecycle.
2024 - Present
Kestrl
Design & Product Strategy Associate
Joined as a UI/UX Designer, responsible for end-to-end design of Atlas — an Islamic lifestyle banking app — covering user research, wireframing, prototyping, and usability testing.
Progressively took on broader product and strategy responsibilities, including business analysis, customer segmentation modelling, SDLC documentation, and data product design for an executive analytics dashboard built for BMMB. Grew from design execution into product thinking across the full product lifecycle.
2023 - 2025
Brand Butter Studio
UI/UX Designer
Website design and development for clients across Malaysia and Singapore using Figma and Framer. Then, maintained deployed client websites over a one-year contract.
2023 - 2025
Brand Butter Studio
UI/UX Designer
Website design and development for clients across Malaysia and Singapore using Figma and Framer. Then, maintained deployed client websites over a one-year contract.
2021-2023
Think City
Junior Associate
Urban design and placemaking consultancy. Conducted user experience research for urban rejuvenation projects, stakeholder engagement, and spatial design planning.
2021-2023
Think City
Junior Associate
Urban design and placemaking consultancy. Conducted user experience research for urban rejuvenation projects, stakeholder engagement, and spatial design planning.
2017 - 2020
University Teknologi Malaysia
Bachelor of Science in Architecture Universiti Teknologi Malaysia
Focused on human-centred design, spatial psychology, and urban systems — the foundation of how I think about user behaviour today.
2017 - 2020
University Teknologi Malaysia
Bachelor of Science in Architecture Universiti Teknologi Malaysia
Focused on human-centred design, spatial psychology, and urban systems — the foundation of how I think about user behaviour today.
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HELLO LET’S TALK SO SAY