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Home UX Projects Campaigns About
Let's Connect!
Hi there,
I'm Sherrifah! I'm a product designer
focused on making everyday tools feel intuitive.
View My Work
I design products
that make complex
work feel effortless.A selection of UX projects — from research to final designs.
Legal • UX Research
Turning Contract Reviews into a Free-Form Conversation Designing an AI-powered Legal Assistant for legal professionals
View case study
Education • Product Design
Simplifying the School Graduation Certificate Generation Designing an AI-assisted testimonial generation for teachers
View case study
E-Commerce • Interaction Design
When Confusing Terminology Slowed Down the Checkout Process Redesigning a guided merchandise ordering flow for communities
View case study
Sustainability • Behavioural Design
From a Hidden Website to a Recurring Reminder Designing a mobile experience that keeps textile recycling from being forgotten
View case study
Campaigns and
creative work I've led,
one story at a time.
Content Strategy • Social Media
SMUniverse Freshmen Orientation Created over 50 Instagram posts and gained more than 10k views on TikTok for SMU's Freshmen Orientation
View work
Campaign • Events
SATS Ltd. Workplace Safety Campaign Reached out to ~100 cargo staff and was featured in SATS Ltd. Sustainability Report 2022
View work
Events • Leadership
SMU Communication Management Society Led workshops, company visits, and networking events across student, faculty, and industry groups
View work
Pitch • Product Strategy
Sweden's LAN Festival – Glitched Pitched two product concepts for Sweden's LAN festival during my student exchange programme
View work
Designer, communicator, and perpetual learner. I'm a fresh graduate from Singapore Management University, where I majored in Data, Design & Communication.

During my studies, I explored branding, communications, and UI/UX and enjoyed every adventure. What ties them together is the same thing: translating real user needs into experiences that feel simple and meaningful.
Currently looking for full-time roles
My Experiences
GovTech UI/UX Designer Intern Jan 2026 – Jun 2026
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Designed end-to-end user journeys through UX research, usability testing, and high-fidelity prototyping. Contributed to the AI-assisted Student Graduation Certificate (SGC) feature enhancements and an AI-powered Legal Assistant.
BNP Paribas Brand & Communications Intern May 2025 – Dec 2025
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Produced strategic communications and digital content across Southeast Asia, including employee engagement campaigns and branding assets. Managed content updates on intranet, ensuring timely information that enhanced the employee digital experience.
Custory UX Research & Design Consultant Jan 2025 – Apr 2025
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Led the end-to-end redesign of a custom merchandise e-commerce platform, from user research and journey mapping to high-fidelity prototypes. Improved the product customisation and checkout experience through iterative, user-centred design.
CapitaLand Ascendas REIT Ltd. Community Development Intern Apr 2024 – Aug 2024
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Supported community engagement through events, marketing campaigns, and stakeholder communications while consulting prospective tenants on workspace solutions and customer experience.
SATS Ltd. Cargo Services Transformation Intern & Performance Analytics Assistant Oct 2021 – Mar 2022
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Contributed to operational transformation through data analysis, process improvement, and internal communications, including a safety campaign featured in the SATS Sustainability Report 2022.
← Back to UX Projects
Turning Contract Reviews into a Free-Form Conversation: Designing an AI-Powered Legal Assistant for Legal Professionals
🔒 Due to project confidentiality, I am unable to share the full product experience. Screens have been simplified to highlight the feature enhancements and design decisions relevant to this case study.
Context Lawyers collectively review hundreds of contracts annually, with review times ranging from 2 hours to several weeks depending on complexity. Some contracts have fewer than 10 pages while others exceed 100.

Today, lawyers conduct reviews directly within Microsoft Word, manually identifying risks, drafting recommendations, and making edits to the contract. This process is time-intensive and repetitive, highly dependent on the lawyer's ability to cross-reference multiple sources of legal playbooks.
Role
UX Designer Intern
Worked alongside the UX Lead to conduct discovery workshops, prototype design, and iterative testing with legal stakeholders
Team 1 Business Analyst, 1 Engineer, 1 QA
Timeline January to June 2026
PHASE 1
Understanding Existing WorkflowsTo understand how lawyers currently review contracts and where AI could provide value, we conducted an initial discovery workshop with legal stakeholders.
Key Findings
1
Participants were already familiar with existing AI-powered legal tools such as Harvey
2
Participants are not allowed to use commercial AI-powered tools due to privacy concerns and expressed interest in a personalised AI-assisted contract review
3
Participants wanted the legal assistant to identify clauses, reference relevant playbooks, flag deviations, recommend revisions, and apply suggested edits directly within Microsoft Word
4
Participants identified 17 common boilerplate clauses that were frequently reviewed and considered suitable for AI-assisted analysis
Proof of Concept Built an initial prototype focused on reviewing and analysing the 17 selected clauses.
PHASE 2
Reframing the ProblemAfter presenting the first prototype, lawyers felt that having a fixed checklist of 17 clauses did not reflect how complex the contract review process was. To better understand the flexibility required, we mapped an end-to-end process and uncovered several pain points across the journey.
Key Findings Lawyers require support throughout the broader contract review process from understanding the contract and identifying risks to drafting amendments and applying recommendations.
Design Direction Redesigned the prototype around three core capabilities and included a free-form chat.
Summarise Summarise contract purpose, key obligations, and critical dates & deliverables
Review clauses Identify clauses that require review and recommend edits within Microsoft Word
Analyse for gaps Highlight missing or incomplete clauses and recommend additions within Microsoft Word
PHASE 3
Refining the Legal Assistant ExperienceTo further refine the experience, we ran another discovery workshop involving a contract review walkthrough and an output comparison exercise.
Key Findings Participants prefer outputs that mirrored their existing review workflow, with clearer visual hierarchy, structured tables for key information, and greater visibility of critical risks.
Through iterative feedback and validation, the concept evolved into a solution that aligned more closely with how lawyers review contracts in practice.
Summarise
Review clauses
Analyse for gaps
Impact My internship ended before this project launched so it is still in development with the team. The latest update was that the stakeholders are excited to intergrate the final product into their workflow.
Reflection
Assumptions require validation We initially thought the 17 commonly used clauses would solve the problem but stakeholder discussions revealed lawyers needed a more flexible solution.
Good design is iterative It is not about getting it right the first time but staying open to feedback and refining the problem space.
Stakeholder engagement is continuous Working closely with stakeholders throughout the process uncovered needs that were not obvious at the start.
← Back to UX Projects
Simplifying the School Graduation Certificate Generation: Designing an AI-Assisted Testimonial Generation for Teachers
🔒 Due to project confidentiality, I am unable to share the full product experience. Screens have been simplified to highlight the feature enhancements and design decisions relevant to this case study.
Context During graduation period, teachers spend significant time writing student testimonials as multiple certificates need to be completed within a short timeframe, requiring them to gather information from student records, identify key achievements, and craft personalised testimonials for each student.

To reduce this administratively heavy task, an AI-assisted Student Generation Certificate (SGC) was developed to automatically generate testimonials using student data from School Cockpit (SC+). Teachers can review the extracted student information from SC+, add additional context, and generate testimonials individually or in bulk.
Role
UX Designer
Conducted usability testing, identified design enhancements, iterated with stakeholders
Team 1 Business Analyst, 1 Engineer, 1 QA
Timeline January to June 2026
KEY FINDING 1
Teachers want more control over testimonial toneTeachers felt that the writing style did not reflect the different student profiles. They want the ability to adjust the testimonial tone to better represent students with varying levels of achievement and contribution.
Option 1Performance-Based Labels + Optional SelectionIn the workflow: an optional field under the “Additional Info” section where teachers can choose to select a tone before generating the testimonial.
+
Familiar terminology for teachers
−
Labels described student performance, not the testimonial tone
Option 2Testimonial Style Labels + Mandatory SelectionIn the workflow: a modal that pops up after teachers click on the "Generate" button, requiring them to select a tone before generating the testimonial.
+
Reduced ambiguity in defined tone
−
Added an additional step in the workflow
Final DesignTestimonial Style Labels + Optional SelectionIn the workflow: an optional field under the "Additional Info" section. The chosen labels to describe the testimonial tone were "Modest", "Affirming", and "Strongly Positive" instead of "Average", "Good", and "Excellent". If teachers did not make a selection, the default tone will be "Affirming".
Why does this design work better?
1
Focuses on the testimonial style rather than student performance
2
Preserves flexibility by making tone selection optional
KEY FINDING 2
Teachers want to decide on the selection of student dataTeachers did not want the system to automatically select all the student achievements and contributions. They prefer to choose specific data points that should be emphasised in the testimonial generation.
Design EnhancementCheckbox Selection
Why does this design work better? Teachers are able to select and prioritise the student achievements and contributions before generating the testimonial at two levels:
1
All categories
2
Individual categories
Impact This feature is now in production, helping MOE teachers generate student testimonials faster and with greater consistency.
Reflection
Small decisions carry big weight This was one of my first feature enhancements I worked on at GovTech and it showed me that even small design decisions carry real consequences for users.
Users do not always read design as intended I labelled tone options after conduct grades but feedback showed testimonial tone and grades serve different purposes.
Sync early to validate copy Syncing with stakeholders to validate the labelling early on helped catch the mismatch before launch.
← Back to UX Projects
When Confusing Terminology Slowed Down the Checkout Process: Redesigning a Guided Merchandise Ordering Flow for Communities
Context Custory is a streamlined platform designed to empower businesses and creators to craft high-quality, customisable merchandise. While the website allowed communities to order fully customisable merchandise, unclear terminology and options in the checkout process caused users to hesitate before completing their order.

Faced with unfamiliar terms and no clarity on how their choices affected the final product, users slowed down and second-guessed their decisions instead of checking out with confidence.
Role
Product Manager
Conducted usability testing, performed heuristics evaluation, prioritised UX changes
Team 2 Designers, 3 UX Researchers
Timeline January to April 2025
Research Findings Usability testing with 6 participants revealed 3 common pain points:
1
Confusing Printing Options “What does +0.80 per print minimum 20 units mean?”
2
File Upload Lack Clarity “Why do I need to upload a file with and without template?”
3
Missing Sampling Option “Is there a way I can check the quality first?”
Translating Insights into Design Decisions Users knew what they wanted but were slowed down by unclear terms and options during checkout
1
Clearer Printing Type Selection The differences between each printing type and additional cost per unit is clearly stated, enabling users to better understand without external research.
2
File Upload Design Preview The addition of a visual aid helps users understand the purpose of uploading each file, reducing upload errors.
3
Request a Sample Feature Allow users to validate printing quality before making a bulk purchase, either through booking an appointment or placing an order.
Impact After implementing the UI changes, the average time taken to order a customisable merchandise decreased by 51.46%, from 1 minute 43 seconds to 50 seconds.
Reflection
Exposure to the double diamond concept My first UI/UX project exposed me to the double diamond process, from uncovering pain points to iterating on solutions.
Prioritising under a tight timeline Deciding what to fix and how much effort to invest taught me to balance ideal solutions with practical constraints.
Sparked my interest in UX Seeing how thoughtful design simplifies complex journeys and builds user confidence is what pulled me into this field.
← Back to UX Projects
From a Hidden Website to a Recurring Reminder: Designing a Mobile Experience that Keeps Textile Recycling from Being Forgotten
Context Greensquare's drop-off points and doorstep collections work well but they are only listed on a website that users rarely visit, making it hard to know where and when to recycle. Without any ongoing prompt, textile recycling is easy to forget about over time.

As part of my Designing Communication for Behavioural Change (DCBC) module, I designed 'Greensquare Connect', a mobile application that makes drop-off points easier to find and keeps users engaged with recycling over time through behavioural design principles.
Role
UX & Behavioural Designer
Behavioural research, UX design, interface decisions
Team Individual Project
Timeline January to April 2024
Research Findings
Textile recycling rate dropped from 6% to 2% between 2018 to 2022 Semakau Landfill projected to reach capacity by 2035
Problem Space Existing services require users to navigate the website manually and lack engagement
Target Audience Tech-savvy Gen Zs and Millennials who are comfortable with mobile apps
Key Interface Decisions Three key decisions that shape a discoverable and memorable experience:
DECISION 1
Making Recycling Easier Created dedicated flows to easily locate the nearby drop-off locations and schedule an appointment
DECISION 2
Sustaining Engagement Over TimeIntroduced gamified elements such as 30-day challenge, progress tracking, and monthly badges
DECISION 3
Building Community Motivation Designed a community leaderboard with social sharing and anonymous usernames, leveraging social norms while respecting user privacy
Behavioural Design Framework Throughout the project, I applied behavioural psychology principles to encourage sustained engagement:
Reflection
UX goes beyond usability Beyond task completion, concepts like perceived progress, social norms, and gamification can drive long-term behaviour change.
Validate before scaling Looking back, I would test whether the gamification mechanics genuinely sustain engagement rather than relying on theory alone.
← Back to Campaigns
SMUniverse Freshmen Orientation In summer 2023, I took part in SMU Student Association Freshmen Orientation Committee as a Marketing Associate where I managed the social media accounts to increase digital presence of SMUniverse.
50+ Instagram Posts
10k+ TikTok Views
About SMUniverse SMUniverse is the theme concept for SMU's Freshmen Orientation 2023, built around the world of metaverse and virtual reality games where freshmen were assigned to one of four competing clans, each with its own identity.
Social Media FeedA selection of posts published on Instagram and TikTok, designed across the orientation – event details, clan reveals, activity highlights, and more!
← Back to Campaigns
SATS Ltd. Workplace Safety Campaign As a Cargo Services Transformation Office intern at SATS Ltd, I organised a 'Workplace Safety and Health Slips, Trips and Falls (STF)' campaign to raise awareness about hazards in the workplace.
~100 Cargo Staff Reached
Featured in SATS Ltd. Sustainability Report 2022
About the STF Campaign A week-long safety awareness roadshow campaign for cargo operations held at high-traffic areas during lunch time, featuring banners, posters, and videos to educate staff on reporting hazards via the SATS Safety Application.
STF Campaign Banner and Brochure
How to Report Hazards via the SATS Safety App Video
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SMU Communication Management Society As the Vice President of SMU Communication Management Society (CMS), I led event planning and execution across a range of programmes from workshops and company visits to networking opportunities for the communication major community.
3 Workshops
1 Company Visit
2 Networking Events
Meet the Team Comprised of six driven and passionate communicators who aimed to bridge the gap between academic theory and industry best practices to prepare students for successful careers in communications.
Key CMS Events
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Sweden's LAN Festival – Glitched During my student exchange programme at Jönköping International Business School (JIBS), I had the opportunity to contribute to Sweden's LAN festival, Glitched, where my team pitched two product concepts.
Featured on Jönköping University Website (Autumn 2024)
About the Project As part of the Esports Management & Marketing course I took at JIBS, guided by Professor Brian McCauley, my team and I delivered a pitch for Glitched at GRO36.
Proposed Product Concepts
sherynurhuda@gmail.com Have a project in mind or just want to say hi? I'd love to hear from you!
© Sherrifah Nurhuda