Photo taken by Yaamin M at "Designers Who Build" Demo Night KL

Photo taken by Yaamin M at "Designers Who Build" Demo Night KL

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🫧 I’m Yi Hui. I build thoughtful and design-led products. I think in systems and user needs, and I design and shape the experience too. I also shape creative experiences.

Product manager, product designer, UX researcher

I’m a product builder and UX researcher with a product management background with 7+ years of work experience, meaning I define and understand the problem first before I create the design. I help teams figure out what to build, and make it feel right.

I work with early-stage and growing teams on product roadmap and strategy, product design, and UX research — from product discovery to the delivered experience. Typical engagements range from one-off projects to consultation.

Creative, content creator, workshop facilitator

Beyond product and design, I’m part of a creative collective: Gentle Cosmos — we recently organised a group art exhibition. I also write, speak, facilitate workshops on reflections and life direction, and I build and talk about the more thoughtful parts of the internet on @tendersignals.

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Contact me

cyihuichan on gmail, LinkedIn

Based in Kuala Lumpur, open to work remotely 🌏

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Product principles

(1) Define the problem first before touching the design.

I ask the why before the how. A feature can be designed beautifully, but might be the wrong answer to your users.

(2) Stay curious.

The best insights come from genuine curiosity, not assumptions. Talk to people, understand them, let them surprise you.

(3) Products should feel human, not just functional.

I want to make products that feel considered and warm, that respect the person using them.

What to expect

  1. Discovery call: Understand your product, your team, and what you need.
  2. Scope the work: Propose a clear plan of what I'll focus on, the timeline, and what you'll get in the project.
  3. The work: I can work independently and deliver frequent updates through docs and walkthroughs. Or join your team part-time and work alongside them.
  4. Product deliverables: Tangible outputs that you can use: research findings, UX audits, UX/UI design, product roadmaps, or clear recommendations.
  5. Handoff and follow-up: A check-in after delivery to walk through the work and answer any questions.