01
200%
Increase in daily 5-star app ratings at 11street, where I was UI/UX Architect. Achieved with a team, at scale.
UX Strategy
Your users are struggling and the business is feeling the cost. People drop off at key points, reviews mention friction, and the interface feels like a collection of screens rather than a considered experience. You have a product or a website, but nobody is looking at the experience as a whole.
That usually means there is no strategic layer connecting interface decisions to business outcomes. Design work is happening, but without a clear framework for what the experience should achieve and why. UX strategy closes that gap. I audit the current experience, map where users are struggling, and build the direction that connects design decisions to measurable results.
What this covers
I assess the current user experience, identify the structural problems, and provide the strategic direction and design framework to fix them.
Research
UX audit
Reviewing the current product or site experience against user behaviour and business goals.User flow analysis
Mapping how users move through key journeys and identifying where they drop off or stall.Information architecture
Structuring content and navigation around how users actually think and search.
Direction
Structural direction
Defining layout, hierarchy, and interaction patterns for key pages and screens.Navigation and interaction design
Shaping how users move between sections, complete tasks, and find what they need.Design direction
Providing clear guidance for visual designers or front-end developers to execute against.
Alignment
Stakeholder alignment
Getting decision-makers on the same page about UX priorities and trade-offs before design begins.Implementation guidance
Supporting designers and developers during execution so the strategy translates accurately into the build.Decision rationale
Recording why key UX choices were made so the thinking carries forward beyond the engagement.
Process
How I work
UX strategy rarely sits in isolation. I typically work alongside design and engineering teams, shaping decisions as they happen rather than documenting recommendations from a distance. Where the work runs parallel to a web strategy and rebuild or product strategy engagement, I integrate the UX direction into the broader project. Where it is standalone, I stay involved until the direction is implemented and validated against real user behaviour.
Who this is for
For businesses where the user experience is clearly holding things back.
Has designers, no senior UX thinking
Your design team produces good visual work, but nobody is connecting those decisions to user behaviour or business performance.
No design capability in-house
You know the experience needs improving but you have no one to assess what is wrong or set the direction for fixing it.
Interface built without a strategy
The product or site was built feature by feature. There is no coherent experience framework tying it together.
Users are telling you something is wrong
Drop-off rates, support tickets, negative reviews, or low engagement are all pointing to friction that nobody has diagnosed properly.
FAQ
Frequently Asked Questions
What is the difference between UX strategy and UX design?
UX design focuses on how individual screens and interactions look and feel. UX strategy sits above that. It defines what the overall experience should achieve, how user flows should work, and how interface decisions connect to business goals. I work at the strategy layer, providing direction that designers and developers then execute.
Do you produce final visual designs?
I provide wireframes, structural direction, and design briefs. I shape what the experience should be and why. If you have visual designers, I work alongside them. If you need a designer, I can recommend one or bring in a trusted collaborator.
Can UX strategy work be done remotely?
Yes. I work both remotely and on-site depending on the engagement. Most UX strategy work involves research, analysis, and structured collaboration sessions, all of which work well in a remote setup. I am based in Kuala Lumpur and work with clients across Malaysia, Australia, the US, and Zimbabwe.
How long does a typical UX strategy engagement take?
Standalone UX strategy engagements usually run four to eight weeks, depending on the complexity of the product or site and how many user journeys are in scope. Where UX strategy is part of a broader web or product engagement, the timeline folds into the larger project.
Not sure where to start?
If you know something needs to change but aren't sure which service fits, that's normal. Most engagements start with a conversation. Tell me what's going on and I'll tell you what I think would help.