Zaim Asri

Experience

1. Orius Digital

   Senior UI/UX DesignerFull-timeJul 2025 to present
   Previously UI/UX DesignerContract
   • Designed the concept prototype that helped the agency win a tender with one of Malaysia's largest cooperative banks.
   • Helped the agency win multiple project bids with pitch decks and concept prototypes.
   • Redesigned the e-commerce site of a sneaker retailer in Malaysia in a premium, minimal direction benchmarked against Nike and On.
   • Designed on-brand product, raffle and checkout flows built for conversion, separating raffle behaviour from standard shopping.
   • Generated consistent AI product imagery in Higgsfield, varying one model's poses without altering the product.

2. Slash

   Singapore, remote
   UI/UX DesignerContractDec 2024 to Apr 2025
   • Designed the end-to-end experience for CHARM, a voice-enabled wearable pendant that reads emotion with AI, from onboarding to speech-recognition feedback.
   • Built a design system for cross-device states: Bluetooth pairing, scanning and connectivity.
   • Redesigned checkout for a regional Indonesian tax platform, cutting steps and decision fatigue.
   • mycharm.ai

3. Strato Solutions

   Client PETRONAS COE Upstream
   Senior UI/UX DesignerContractMar 2023 to Dec 2023
   • Redesigned the GIS editor used across PETRONAS Upstream with familiar interaction patterns, shortening onboarding for new staff.
   • Restructured navigation and cleaned up years of fragmented UI debt for engineers and analysts.
   • Worked directly with PETRONAS stakeholders and engineers on design-to-dev handoff.

4. Senigrafik

   Founder and DesignerSelf-employedAug 2020 to Jul 2025
   • Delivered brand identity, UI/UX and Webflow/Framer builds end to end for Wahed, SAM Education, Cinta Gaza Malaysia, ALJ Global and Champion Lubes.
   • Delivered SAM Education's brand and bilingual website from zero in 3 months.
   • Grew a design-education community to 13,000 followers.

5. Kinocinema Media

   Creative Designer2015 to 2017
   • Edited the JDT jersey-launch promo video, including sound design and music. It went viral and was publicly praised by the Sultan of Johor.
   • Designed 3D stage backdrops in Lumion for shows at Istana Budaya.
   • Covered production end to end: photography, videography, green-screen compositing, After Effects motion tracking, sound recording and retouching.

Selected projects

• ZAIMASRIThis site
  PersonalAstro, Sanity, built with Claude Code
• A new digital school, from brand to bilingual site
  SAM EducationBrand and website
• Donations with transparency built in
  Cinta Gaza MalaysiaWeb app
• SERA portfolio template
  PersonalFramer template

Writing

• The Hidden Damage of Pretty Text Nobody Talks About
• Semantic Colors in UI/UX Design. A beginner's Guide to Functional Color Systems
• Improvising One of Malaysia’s Leading E-Wallet Providers (UI/UX Case Studies Part 1)

Education

• Liverpool John Moores University

  Bachelor of Science in E-Business Technology and Management2011 to 2014

Certifications

• Practical User Research and Strategy

  The DesignershipJun 2024

• Webflow Partner

  WebflowNov 2024

• Framer Partner

  FramerApr 2024

• Adobe Express Ambassador

  AdobeJan 2023

Skills

• Brand identity
• Product and UI design
• Design systems
• UX research
• Prototyping
• Figma
• Webflow
• Framer
• Astro
• Sanity
• HTML/CSS
• Claude Code
• GitHub
• Vercel
• AI-assisted prototyping