Portfolio
2026

JasmineGoh.

A UX/Product Designer and a critical thinker who focuses on creating digital experiences.

Based in Kuala Lumpur, Malaysia

The process

From messy notes to meaningful product clarity.

Scattered observations organize into six ways of thinking.

01

Research

Listen before designing
02

Synthesis

Find the signal in the noise
03

Product Thinking

Ask why it matters
04

Interaction Design

Make it feel obvious
05

Validation

Test it, don't debate it
06

Impact

Move the numbers that matter
Selected work

Case studies

Every project starts as a board of messy notes — research, hunches, open questions — and ends as a product decision someone can defend.

01
UX ResearchProduct DesignUI Design

Virtual Banking Experience for Children

Concept Project/Product Design, UX Research, UI Visualisation

This case study touches upon how can we create a digital banking experience for children as young as 6 years old; allowing them to start…

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Virtual Banking Experience for Children
ProblemThis case study touches upon how can we create a digital banking experience for children as young as 6 years old; allowing them to start…
RoleProduct Design, UX Research, UI Visualisation
ProcessCompetitive Analysis, User Research, Interaction & Visual Design, Prototyping
OutcomeThe numbers moved — read how in the case study →
02
UI/UXInsuranceFinTech

CarProtect Insurance Digital Journey

Aspirasi Axiata x Great Eastern/Product Design, UX Research, UI Visualisation

Aspirasi Axiata (now known as Boost Credit), the fintech arm of Axiata Group partnered up with Great Eastern since 2020 to provide digital…

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CarProtect Insurance Digital Journey
ProblemAspirasi Axiata (now known as Boost Credit), the fintech arm of Axiata Group partnered up with Great Eastern since 2020 to provide digital…
RoleProduct Design, UX Research, UI Visualisation
ProcessCompetitive Analysis, User Research, Interaction & Visual Design, Prototyping, Adobe XD
OutcomeThe numbers moved — read how in the case study →
03
UI/UXCase StudyBanking

The Millennial Digital Banking Experience

UI/UX Case Study/UI/UX Case Study

Note: This case study was done in July 2020 (before the new launch of MAE e-wallet as a separate app from Maybank2U in Oct 2020).Subject…

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The Millennial Digital Banking Experience
ProblemNote: This case study was done in July 2020 (before the new launch of MAE e-wallet as a separate app from Maybank2U in Oct 2020).Subject…
RoleUI/UX Case Study
ProcessUI/UX · Case Study · Banking
OutcomeThe numbers moved — read how in the case study →
04
UX ResearchUI DesignBanking

Digital Acquisition Journey Optimisation

RHB Banking Group/UX Research, UI Design

We set out on a full-scale discovery process to explore how we can optimise lead generation and digital acquisition in the RHB website by…

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Digital Acquisition Journey Optimisation
ProblemWe set out on a full-scale discovery process to explore how we can optimise lead generation and digital acquisition in the RHB website by…
RoleUX Research, UI Design
ProcessUX Research · UI Design · Banking
OutcomeThe numbers moved — read how in the case study →
4 Projects
About
How I think

I treat ambiguity as raw material — asking why until big problems become small ones, then designing until the answer feels obvious.

The thinking trail

  1. Observe

    Sit with users, watch the workarounds, collect the mess.

  2. Question

    Ask why until the problem stops moving.

  3. Connect

    Cluster the signals into one clear story.

  4. Decide

    Commit to the simplest flow that serves it.

I'm Jasmine, a UX/Product Designer based in Kuala Lumpur, Malaysia. I specialise in bridging the tenets of design thinking, research based data, and user needs to create impactful design solutions for people and businesses.

When I'm not designing, I enjoy gaming and not being very good at learning the drums!

Get in touch with me at jasminegoh.ailing@gmail.com. Resume is available upon request.

Experience

  • RHB Banking GroupAug 2021 - Present
  • Axiata Digital (Boost Credit)Sep 2019 - Sep 2021
  • PETRONAS Dagangan BerhadApr 2019 - Sep 2019
  • Astro Broadcast CentreMar 2017 - Mar 2019
  • Orange Revolution Sdn BhdMar 2015 - Feb 2017
  • Radio Televisyen Malaysia (RTM)Dec 2010 - Nov 2011
More about me→
Research
Synthesis
Product Thinking
Interaction Design
Validation
Impact

Let’s turn scattered ideas into thoughtful digital products.

Currently open to product design roles, collaborations and good conversations.

Say hello→
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