Chin SeoHee

ELXA

• Led the LYNC project, identifying key limitations in the existing product eLSA and revamping it into a new platform, LYNC.
• Built a design system to establish a more structured, AI-friendly workflow across the design and tech teams.

CJ SE Asia Pte. Ltd

• Managed digital marketing for CJ SE Asia Pte. Ltd.
• Designed all marketing collateral for Bibigo Kitchen.
• Led the identity setup for the newly launched brand ‘HanGrut’, including its logotype.
• Developed creative design for marketing packages, including print materials, brochures, banners and signs.
• Managed, coordinated, created and scheduled content of company’s social media.

EriseD

• Led the brand identity and logotype for a newly launched fashion brand.
• Set up the main identity and concept of the capsule collection.
• Created the brand's main pattern through illustration.
• Designed packaging, name cards, stickers and postcards.

LYNC

• Eliminated the need to open a detail page to distinguish records in the main grid by rebuilding column priority around identification — moving primary identifiers forward, removing values that did not contribute to distinguishing a record, and widening sections where truncation cut off critical values.
• Reduced routine value edits from a multi-slider sequence to a single in-place action by splitting editing into two paths matched to task weight, and replaced the return-to-grid behavior with a post-save confirmation dialog so users could verify changes without re-opening the record.
• Made the detail view answerable at a glance by restructuring it into cards and sections ordered by decision priority, grouping fields that must be read together rather than listing them in source order.
• Expanded mobile from a limited feature subset to core product parity across 9 modules by treating mobile as an independent product rather than a scaled web layout — rewriting list rows to identify rather than reproduce records, aligning declared screen state with actual control behavior, and replacing decorative icons with language.
• Delivered the full redesign across web and native mobile as the sole designer — 9 core modules, 45+ sub-modules — from problem definition through UI execution, working directly with engineers to ship into the live product.

D&AD New Blood Awards

Proposed a new direction for eBay to bring Gen Z to its marketplace to sell their preloved items, rather than to competitors.

Red Dot Award : Concept

Participated in the Red Dot Award, supporting teamwork through continuous communication and problem-solving. On that basis, I led our team to pass the pre-judging evaluation in our first award entry.

RMIT University

Bachelor of Design - Communication Design

Distinction Student

Lasalle College of the Arts

Diploma in Design for Communication and Experiences

Distinction Student