Selected Works
Hi, I’m Natasha.
Welcome to my
Portfolio
;)
(Call me Nat!)About Me
Hi, I'm Natasha!
I'm a multi-disciplinary UI/UX and Visual Designer with 5 years of experience across a blend of UI/UX, web, branding, marketing, and production design, in various lifestyle and fashion industries. My design background allows me to bring an eye for visual design to the product building process, balancing aesthetics and usability.
Talk about being a jack of all trades!
Talk about being a jack of all trades!
Brand Identity✽Campaign Design✽Creative Direction✽Production & Experiential✽UI / UX Design✽
Brand Identity✽Campaign Design✽Creative Direction✽Production & Experiential✽UI / UX Design✽
Key Skills
UX Design
User-centred design, user research, interaction design, information architecture, user flows, wireframing, prototyping (low and high fidelity), usability testing, accessibility, design systems
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Experience
May 2026 — Present
GovTech MOE
Internship
UX Designer
- Designing for Edupass, MOE's Identity and Access Management System, which gives staff and students a secure, seamless sign-in and gives administrators a central portal for accounts and permissions.
- Built the student onboarding deck that guided schools off the previous system across secondary to JC/MI levels and iPad, Windows and Chromebook devices, reducing the team's change management load.
- Created the Edupass brand system (manifesto, brand and product design principles, tone of voice), now the reference for all design decisions across the team.
- Designed the Edupass visual identity (logo, colour, typography), which shaped the design system.
- Mapping end-to-end student admin flows in the exploration stage, feeding directly into screen development.
Jan 2025 — Apr 2026
Career Break
Professional Development
Pursued a BSc in Digital Media at SUSS to transition into UX, building skills in wireframing, prototyping, user flows and user research.
Jun 2022 — Dec 2024
Sift & Pick
Full-time
Visual Communications Executive
- Led branding and creative direction for a full rebrand, including the brand book, brand shoot, brand event, and photo and video shoots.
- Adapted campaign key visuals for YouTube, Meta and TikTok, optimising layout, copy and hierarchy while keeping visuals consistent.
- Produced social, digital and print assets (EDMs, ads, retail prints), including motion graphics, video editing and colour grading.
- Created Canva templates for the social media team, speeding up handoffs and keeping assets on-brand.
- Designed website mockups, prototypes and icons in Figma to support a clearer user journey.
- Collaborated with developers in weekly sprints on wireframes, prototypes, user flows and usability testing; designed an OptinMonster pop-up that increased sign-ups by 25%.
Dec 2020 — Dec 2021
Urban Li'l
Full-time
Designer
- Managed end-to-end production of custom laser-cut and print orders, up to 1,000 per month at peak, from product design and prototyping to vendor coordination and delivery.
- Oversaw production cycles for new collections, handled quality control, and mentored new hires on workflows and SOPs.
- Designed promotional visuals and shot and edited product photography for Instagram and Shopify.
- Designed packaging for the annual Christmas launch.
Education
2024 — Present
(Expected Dec 2028)
(Expected Dec 2028)
Singapore University of Social Sciences (SUSS)
Bachelor of Science in Digital Media
UI/UX
- Completed modules in User Experience (UX) & User-Centred design, building skills in contextual inquiry, wireframing, prototyping, and visual storytelling for web and interactive experiences.
- Practiced core UX principles and applied them to responsive web experiences using HTML, CSS, and JavaScript, including user flows, wireframing, and prototyping.
- Studied human factors and the design thinking process behind user-centred design, conducting research and usability testing to translate user needs into intuitive, user-centred solutions.
DESIGN
- Built a broad foundation in digital media through a range of studio-based modules, such as Visual Effects Design and Creative Design Fundamentals, strengthening both conceptual thinking and skills across print and digital.
- Learned additional skills in photography, video/audio production, VFX using Blender, and introductory Python programming.
2017 — 2020
Nanyang Polytechnic
Diploma in Visual Communication, Specialisation in Visual Branding & Identity
- Completed core modules in design fundamentals, typography, design methodology, photography, digital media, and communication skills, building a strong foundation in visual and interaction design.
- Specialised in Visual Branding & Identity, developing as a brand-forward designer who is able to express a brand's personality across touchpoints and adapt visual communication to fast-changing business environments and requirements.
School Project
UI/UX Design
High-Fidelity Prototype
Thryve
A plant-care companion app, designed end-to-end for NCO205: User-Centred Design: Human Factors and Design Thinking
The Brief
Our brief was to pick a real user activity and take it through the full design thinking process. As a team, we chose planting and gardening.
Empathise
We ran contextual inquiries and structured interviews with 5 current or former plant owners — watching their real watering, pruning, and repotting routines, then following up with direct questions about their knowledge, needs, and frustrations. This phase surfaced the pain points that helped shape the next stages of development.
Our five participants were aged 26 to 62, ranging from novice to expert growers.
| Objective | What we looked for |
|---|---|
| Understand behaviours | How users think and act during their real plant care routines |
| Identify pain points | Frustrations and challenges in their gardening process |
| Learn their context | The tools, methods and terminology they use |
| Explore opportunities | Where solutions could ease their pain points |
How we ran each session
01
The Primer
Introduced ourselves and the purpose, asked permission to photograph and film, and built rapport with small talk.
02
The Transition
Asked about their background: how long they’d owned plants, why they started, and what they like to grow.
03
The Contextual Interview
Shadowed them through their actual plant care routine, asking “why” along the way. One follow-up question uncovered a pain point we would otherwise have missed.
04
The Wrap-up
Asked final clarifying questions to catch anything missed, which surfaced new challenges, then thanked them for their time.
We then ran structured interviews with the same five participants, covering their experience, needs and concerns, to add depth to what we observed.
“A task schedule that helps me keep track of watering and fertiliser needs.”
“I watered all my plants regularly but some plants show signs of withering.”
Define
We mapped what interviewees said, thought, did, and felt to move past surface complaints and trace each pain point back to a root cause.
| Pain Point | Root Cause |
|---|---|
| {{ pp.point }} | {{ pp.cause }} |
Ideate
To solve the above pain points, we decided to design a phone app as it would be accessible to almost everyone with a phone, low-cost to produce, and easy to update and refine after launch. We then created a low-fidelity prototype to show to our users.
First Prototype
This is the first low-fidelity prototype we showed to our users during testing.
Main functions:
- Homepage, a one-stop platform for every function in the app
- My Plants to view and manage all owned plants at a glance
- My Tasks to track daily, weekly and monthly care, with reminders for watering, sunlight and fertiliser
- Plant Encyclopedia and Plant Information for sunlight and water needs, ideal growth temperature and more
- Community Forum to ask questions, request materials and share feedback with local growers
- Recipes showing how herbs and vegetables can be used in cooking
- Camera Identifier for users unfamiliar with their plants to identify them and get care information
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Testing
We ran in-person testing sessions with an early low-fidelity prototype to gather feedback. Each participant explored it freely, thinking aloud as they went. We only stepped in when asked for help, then used the feedback to brainstorm new features and prioritise changes.
| Page | Issue / Pain Point | Solution Implemented |
|---|---|---|
| {{ t.page }} | {{ t.issue }} | {{ t.solution }} |
Final Prototype
This is the final high-fidelity prototype, refined through two rounds of user testing.
What participants said in our second round of user testing:
- Task-count badge: noticed immediately and complimented by the participant
- Plant placement visualiser: appreciated as an additional feature
- pH meter connection: made monitoring plant health easier
- Labelled care icons: the participant was now clear on what each icon meant
- Font size and language options: appreciated by all participants, especially the elderly plant owners
Note: Images in this prototype have been switched to simplified vectors due to file size concerns. Colours have also been edited to meet WCAG contrast requirements.
Takeaways
This was my very first UX project at school, and the start of my transition into UX design. Coming from a graphic design background, I learnt how important it is to always design with the end user in mind, rather than just making an app 'look good'. Keeping user feedback at the centre of every stage, especially through the two rounds of testing, meant we shipped features that solved frustrations people actually had, not ones we assumed. By the end, we had created a tool that could genuinely help gardeners, regardless of their experience level.
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UI/UX Design
Internship / Work Project
In Progress
Edupass
A secure, simple and seamless way for everyone in MOE to access their apps.
Role: UX Design Intern
Team: MOE DXD (ESTL)
Timeframe: May – Dec 2026
Tools: Figma, Claude Code, Claude Design
Worked on Edupass, MOE’s Identity and Access Management System (IAMS) — a secure, simple and seamless way for staff and students to sign in and access their apps, while giving administrators a central portal to manage accounts and permissions.
Edupass serves two main groups:
Users
One way in. One-time setup, seamless sign-ins after — a simpler, more secure passwordless way to access MOE applications for all staff and students.
Admins
One place to manage access. Through the admin portal, admins create accounts, assign roles, and control access across the whole life cycle of an Edupass identity.
The Problem
Everyone in MOE, from HQ staff, school staff and students, needs access to various MOE apps daily.
With the current system, students have to remember long emails and passwords every login. This costs teachers lesson time, and admins end up resetting passwords daily.
The login is never the point. A teacher is trying to start a lesson. A student is trying to get to their work. Edupass' objective is to stop the login from being the thing that gets in the way.
The best login isn't one people remember. It's the one they barely notice.
What I Worked On
I worked across the full brand system, from the manifesto to the logo and design system. Each item is built on the previous work done, to create a cohesive branding that effectively communicates the problems Edupass is trying to solve.
Project
A brand manifesto for Edupass, MOE's login and identity platform. Edupass was first called MIMS v2.
My role
I drafted brand principles, product design principles, and tone and voice. I worked with the Design Lead for Edupass, who co-led the manifesto.
Output
Brand manifesto with a brand story, philosophy, three brand principles, and tone and voice.
Brand Principles
Three brand principles guide every Edupass interaction.
| Principle | What it means |
|---|---|
| Earn Trust | Confidence through security, reliability, transparency and consistency. |
| Care Ahead | Anticipate needs and quietly remove friction before it becomes frustration. This is our take on omotenashi, a Japanese concept of thoughtful hospitality: anticipating a guest’s needs before they have to ask. |
| Make Room for Joy | Access fades into the background so people can focus on teaching, learning and getting things done. |
Trust builds confidence, care creates ease, and ease makes room for joy.
Tone & Voice
Edupass speaks like a thoughtful host: calm, prepared, respectful and reassuring, never dramatic, patronising or unnecessarily technical. We guide rather than instruct, reassure rather than alarm, and explain rather than assume.
We write
“We couldn’t recognise you. Try again, or ask your teacher for help.”
Not
“Authentication failed. Error code AUTH_0042.”
The 5 Branding Elements
Each element carries one part of the brand principles into the visual and behavioural identity.
01 Logo
Moving ahead
An arrow is one of the few shapes that reads the same way to everyone, everywhere, with no translation needed. It is the most direct way to say “moving ahead.” Before settling on the final logo, we ran user testing on our logo variations to see which one people read most clearly.
Role: Express "Ahead"
How we got here
Why two colours, not one?
We were questioned on why the logo needed two colours instead of one. In feedback, some people read the single-colour wordmark as “Edup-ass” instead of “Edu-pass”. Splitting the wordmark into two colours made the break clear and the name more readable for the general user.
02 Typography
Care through readability
Lexend was designed to reduce visual stress and improve readability. It began with dyslexic and struggling readers in mind, but its creator found the benefits held for everyone: generous spacing, clear letterforms and a strong hierarchy.
Role: "Care" through readability
Lexend Deca
Light (300): Decorative elements only
Regular (400): Body text
Medium (500–600): Subheadings and emphasis
Bold (700): Headlines and strong emphasis
Fun fact
We had our eyes set on Lexend the moment we saw it, for its round single-storey “a” instead of the usual double-storey one, and for being dyslexia-friendly. We felt this brought across our brand principle, Care Ahead, by ensuring our text is easily readable to students of all age groups.
03 Colour
Trust
Blue reads as trust, the feeling we want to lead with, and carries associations of calm and security. A brighter, more energetic blue keeps it feeling alive rather than flat and institutional.
Role: Establish "Trust" through colour
Sapphire Blue
50
ECFCFF
100
D0F6FD
200
A7EBFA
300
6ADBF6
400
24C0EA
500
0AA3D0
600
0B82AF
700
10698E
800
175673
900
174862
950
092E43
04 Interaction
Care through behaviour
Care is expressed through how the experience responds to people, not through visual styling alone. Before: tell me what will happen. During: reassure me something is happening. After: tell me what happened and what I can do next.
Role: Express "Care Ahead" through behaviour
05 Illustration
Make room for joy
In progress.
Role: Express "Joy"
I designed the onboarding deck that gets students into Edupass for the first time.
Schools, teachers and staff have been relying on an outdated access management system that makes everyday access a struggle, but they have learnt to work around it. Edupass is set to replace it, and that familiarity makes change management trickier: even a better system asks people to give up habits they already know, so this was change management as much as onboarding. Guided by our Care Ahead brand principle, our take on omotenashiomotenashi · おもてなしA Japanese concept of thoughtful hospitality: anticipating a guest’s needs before they have to ask., we wanted the deck to answer each question before a teacher even realised they had it, to ease their mental load.
One flow, tailored for every school type and device: Multi-factor authentication is a core part of what makes Edupass secure, but secondary students don't have their phones with them in school, while JC students do. This changes the setup steps for each group, which is why every school type and student needed its own tailored deck. On top of that, students use three device types — iPad, Windows laptop and Chromebook — and each one renders the same screen differently, so every combination needed its own walkthrough. In total, I created 4 decks to tailor to each use case. Each step also has its own dedicated GIF detailing the flow, so the reader always knows where to go next.
Why one deck wasn’t enough
Factor 1 · School type
Changes the setup steps
Multi-factor authentication needs a second device. Secondary students don’t have their phones in school, while JC students do.
Secondary: no phoneJC: has phone
Factor 2 · Device
Changes how each screen looks
The same screen renders differently on each device, so the walkthrough has to match what students actually see.
iPadWindows laptopChromebook
Together, these led to 4 tailored decks instead of one generic guide.
‹›
Before
After
‹›
Before
After
‹›
Before
After
Each step is paired with a GIF of the actual flow, so students always know what to do next. Drag to compare the first version with now.
I was tasked to take ownership of the end-to-end flow of the student admin portal, starting from the ground up.
I am now at the exploration stage, mapping out the flows behind the actions a student admin can take. This work will feed directly into the screen development stage.
Next steps
Nail down the student admin flows, which are still under discussion, then proceed with early screen development.
Work in progress, check back soon!