Portfolio of Curated Case Studies

Here're the curated case studies covering a range of industries, scopes, complexities and my role contributions. If you're interested in the details and visual outputs along the design process, get in touch with me for a chat!

Empowering SMEs Through Digital Trade Venture Design

Stepping up as the UX Lead on a large-scale regional venture, led a team of 4 cross-regional UX Designers working through ambiguity to deliver for the trade solution POC, and facilitated stakeholders to prioritise features and make informed decisions for next phase.
UX Leadership
Design Operation
Backlog Prioritisation
Scrum

Shaping the Future of Insurance Digital Servicing

As the Senior UX Designer on the delivery team, supported the strategy phase by bringing service concepts to life, delivered UX solution for MVP implementation across customer-facing platform and agent tool, and conducted desirability and usability testings.
Concept Prototype
UX Design
Desirability Research
Usability Research

Reimagining Inflight Journeys with 'Always Connected' Experience

As the UX/UI Designer, surfaced potential CX risks if diving into shipping standalone feature, proactively proposed to insert a design sprint to better define the UX strategy, followed by delivering user flows, wireframes and UI mockups for each of the 3 new features that personalise inflight experience via thoughtful enablement of technology on mobile app.
UX Strategy
UX Design
UI Design
Usability Research
Scrum

Co-creating Conglomerate's After-Sales Servicing through Collaborative Workshop Approach

As a Design Facilitator, took client team through a collaborative approach with 3 full-day workshops - from co-defining holistic vision, mapping as-is journey to identify customer and operational pain points, ideating and prioritising, to developing action roadmap.
Co-creation Workshop
Stakeholder Interviews

Other experience highlights

STRATEGY
  • Leveraging Smart Data for Innovative Energy Solutions
    ‍    As the Design Researcher, planned and conducted desirability testings on the identified opportunities, as well as supported the team on shaping service concepts and prototyping.
  • Service Blueprinting the Onboarding Journey with Optimal Efficiency for Business Banking
    As a Service Designer, collaborated with cross functional teams to identify as-is customer and operational pain points, and co-create to-be onboarding journey with uplifted customer experience and optimised operational efficiency
  • Design Thinking 101 Bootcamp
    ‍    As the Lead Facilitator, designed and run Design Thinking Bootcamp for campus students and internal training programs to shift people's mindset by introducing the Design Thinking approach and guiding them to practice with hands-on activities.
IMPLEMENTATION
  • Re-designing the Flight Booking Experience
    As the UX Designer, led the re-design of the flight booking flow in a user-centric approach under restrictive business and technical logic - to incorporate new flight search logic for more flight combinations to enhance experience and increase cabin upsell opportunities. The re-design covered all kinds of simple to complex use cases.
  • Optimising Usability for Insurance Mobile App
    ‍    As the UX Designer, working with Design Lead and UI Designers to conduct UX audit on as-is mobile app to identify usability pain points, propose short-term and long-term enhancements, validate through guerrilla testing, and deliver quick-win enhancements.
  • Revamping a Frequent-flyer Program Customer Website
    As one of the UX Designers on the revamp project to boost customer enrolment and drive customer engagement, supported UX delivery of information architecture, wireframes, user flows and usability testing for website features.
kelly leung  Experience Design
ABOUT ME
PORTFOLIO
Get in touch :)
linkedin.com/in/kellyleungsy
kellyleungsy@gmail.com
© 2025, KELLY LEUNG
EMAILLINKEDIN