Product Designer | B2B SaaS • Fintech • Analytics • Mobile Apps • Automotive

Designing for
people first,
pixels second.

7 years shaping digital products across Southeast Asia. Research-led, outcome-driven, and obsessed with the gap between interface and intent.

View selected work
7+
Years of practice
30+
Products shipped
2
Design systems built

Selected Work

2019–2026

iGaming design system component previews on a purple background
01 2026

iGaming Design System

Design system at scale

Payments, digital wallets, KYC, subscriptions, affiliate systems, loyalty programs, operational dashboards, and IAP experiences.

  • UX Research
  • iOS
  • Design System
Case study
In-vehicle infotainment dashboard interface viewed from the driver's seat
02 2024

HMI Automotive Project

Automotive Design

EV Energy & Driving Mode Dashboard is a UXUI concept design for in-vehicle infotainment systems on electric vehicles.

  • Design Systems
  • Figma
  • Automotive
Case study
J.AI corporate chatbot assistant interface
03 2023

J.AI

Corporate AI Chatbot & Assistant. | IAP Mobile Dashboard

A comprehensive, relevant search that helps teams transform user conversations and quickly uncover insights from data sources across the enterprise.

  • IAP
  • Search & Discovery
  • A/B Testing
Case study
The Chef's Table culinary app shown across multiple phone screens
04 2019

The Chef's Table

Culinary journey app

SaaS product experience for a culinary platform, enabling restaurants to create digital menus and customize nutrition information for meals.

  • Culinary
  • SAAS Design
  • Accessibility
Case study

About

User-centered with attention to detail

Portrait of Hien Bui

Hien Bui — Ho Chi Minh City, 2024

I grew up in Ho Chi Minh City and studied communication design before moving into product. Early in my career I was a UI/UX designer for FPT Software Malaysia for 5 years, working with the DesignOps and Product team. There I learned to approach work with a strong philosophy of ethics-first decision-making.

Now I work with product teams in the UAE to bring the same rigour to fintech digital products. I care about the micro-states and the moment a real person first opens the thing we made.

Experience

  • 2025 — Present UAE / Freelancer

    Senior Product Designer @ Skytech IT Solution

    Led UX/UI design for complex business workflows including payments, digital wallets, KYC, subscriptions, affiliate systems, loyalty programs, operational dashboards, and IAP experiences, partnering closely with product managers and engineers to deliver scalable, user-centered solutions.

  • 11/2024 — 02/2025 Hanoi / Contractor

    Product Designer @ MenuCoster International CO., LTD

    Responsible for shaping the end-to-end SaaS product experience for a culinary platform, enabling restaurants to create digital menus and customize nutrition information for meals.

  • 2019 — 2024 Malaysia / Full time

    UI/UX Designer @ FPT Software Malaysia SDN BHD

    Created the UI design system, icon design, and typography. Built prototypes and prepared for user interviews and validations. Worked with internal DesignOps teams and PMs to shape ideas and problem-solving strategies.

Download full CV (PDF)

Skills & Tools

Current

Craft

  • Interaction Design
  • Visual Design
  • Prototyping
  • Icon Design
  • Illustration

Research

  • User Research
  • Usability Testing
  • Contextual Inquiry
  • Journey Mapping
  • Jobs-to-be-Done

Systems

  • Design Systems
  • Figma
  • Component Architecture
  • Accessibility (WCAG)
  • Design Tokens

Adjacent

  • Front-end (HTML/CSS/JS)
  • Product Strategy
  • Stakeholder Management
  • Code with Claude AI

Get in touch

Available for select projects from 2025.

I take on a small number of design engagements each year — embedded work with product teams, design system builds, and early-stage product definition. If the work sounds interesting, let's talk.

Elsewhere

© 2025 — UAE