WaiLAW

Supporting CX Led Companies

About

Book me

WaiLAW

CX First

About

Book me

Reduce Friction Improve Usability

Difficult checkout?

I fix broken interactions and transform them into personalised booking and buying experiences.

I have enjoyed designing for both internal and external audiences, scaled teams, mentored aspiring designers, optimised products and built scalable design systems.

Work

Some notable Projects

Case Study

A Leaner Design System

Decluttering 13 years of design debt

Case Study

A Leaner Design System

Decluttering 13 years of design debt

Case Study

Optimising Self Service at Local Gov

Engaging 170,000 residents

Case Study

Optimising Self Service at Local Gov

Engaging 170,000 residents

Case Study

Card UI Pattern at Autobarn

One of the most common patterns and also one of the messiest

Case Study

Card UI Pattern at Autobarn

One of the most common patterns and also one of the messiest

Case Study

Travel Shopper Archetypes

Making personalised booking experiences

Case Study

Travel Shopper Archetypes

Making personalised booking experiences

Case Study

No-Code Brand Portal

From legacy HTML builder to a seamless, collaborative digital space.

Case Study

No-Code Brand Portal

From legacy HTML builder to a seamless, collaborative digital space.

Post

Creating Harmonious Journeys

Do you design inclusively? Why is it important?

Post

Creating Harmonious Journeys

Do you design inclusively? Why is it important?

Post

Smart Travel Assistant

A personalised chat experience

Post

Smart Travel Assistant

A personalised chat experience

New

Testimonials:

Transforming Experiences at Customer-First Organisations

Combining tactical thinking with hands-on execution, ensuring that design decisions directly contribute to growth and build trust.

Kenneth Chen
Reece Tech
Wai made significant improvements to website user engagement and solid UX leadership in several of our digital transformation projects consistently bringing new ideas to the table.
Suyin Lim
Yin Creative
Working with Wai has been an educational and positive experience and I'm grateful for his coaching and collaborative approach - would highly recommend!
Michael Pullman
Wild Frontiers Travel
Wai is intuitive, efficient and a pleasure to work with. He has the ability to come up with innovative problem-solving solutions which contribute greatly to the successful outcome of our projects.
Jonny Bealby
Travel Entrepreneur
Collaborating with Wai on our products has been a joy; An efficient problem solver with a methodical approach. I wholeheartedly recommend him and his services.
Evelina Georgieva-Bratkova
Cbus Super
He's one of those leaders who makes things work better, both for the product and the people he works with. He brings a good balance of clear direction and genuine support.

Testimonials:

Transforming Experiences at Customer-first Organisations

Combining tactical thinking with hands-on execution, ensuring that design decisions directly contribute to growth and build trust.

Kenneth Chen
Reece Tech
Wai made significant improvements to website user engagement and solid UX leadership in several of our digital transformation projects consistently bringing new ideas to the table.
Suyin Lim
Yin Creative
Working with Wai has been an educational and positive experience and I'm grateful for his coaching and collaborative approach - would highly recommend!
Michael Pullman
Wild Frontiers Travel
Wai is intuitive, efficient and a pleasure to work with. He has the ability to come up with innovative problem-solving solutions which contribute greatly to the successful outcome of our projects.
Jonny Bealby
Travel Entrepreneur
Collaborating with Wai on our products has been a joy; An efficient problem solver with a methodical approach. I wholeheartedly recommend him and his services.
Evelina Georgieva-Bratkova
Cbus Super
He's one of those leaders who makes things work better, both for the product and the people he works with. He brings a good balance of clear direction and genuine support.

Testimonials:

Transforming Experiences at Customer-First Organisations

Combining tactical thinking with hands-on execution, ensuring that design decisions directly contribute to growth and build trust.

Kenneth Chen
Reece Tech
Wai made significant improvements to website user engagement and solid UX leadership in several of our digital transformation projects consistently bringing new ideas to the table.
Suyin Lim
Yin Creative
Working with Wai has been an educational and positive experience and I'm grateful for his coaching and collaborative approach - would highly recommend!
Michael Pullman
Wild Frontiers Travel
Wai is intuitive, efficient and a pleasure to work with. He has the ability to come up with innovative problem-solving solutions which contribute greatly to the successful outcome of our projects.
Jonny Bealby
Travel Entrepreneur
Collaborating with Wai on our products has been a joy; An efficient problem solver with a methodical approach. I wholeheartedly recommend him and his services.
Evelina Georgieva-Bratkova
Cbus Super
He's one of those leaders who makes things work better, both for the product and the people he works with. He brings a good balance of clear direction and genuine support.

How I help
Proven success making personalised digital experiences and seamless booking processes
Expertise in design integration, scalability, and user adoption for complex organisations
Startup SaaS design growth
Integrating lean Design Systems

How I help
Proven success making personalised digital experiences and seamless booking processes
Expertise in design integration, scalability, and user adoption for complex organisations
Startup SaaS design growth
Integrating lean Design Systems

The Ugly 1st Draft
Speed Over Perfection. Get something real in front of users to validate your core idea.
Focus on the main problem
Identify the core pain point. "What is the main problem we want to solve?"
Collaborate
Ensure seamless integration of design and development to accelerate product delivery and avoid miscommunication.
Be customer-centered
Conduct surveys, interviews, use analytics to find evidence about your user's needs and pains. Act on evidence.
Advocate
Join my journey to align the needs of the user and the business. I'll show you the value of UX, give you the evidence and get you testing designs.