About me

Hello world, I’m Asia (the person, not the continent). I’m a product designer and creative director in Toronto. I have 5+ years shipping enterprise web and mobile products at Empire Life, used by 100,000+ people, and I currently lead brand design for small businesses.

Role · class

Product designer · Creative director

Experience · XP

5+ years · 5+ products shipped · 100,000+ people served

Now · current quest

Freelance creative director for two Toronto launches
(Free Former, Skin Mode)

Education · training

Master of Information (UX), U of T · Commerce, Queen’s · UI Design, BrainStation

Highlights · achievements unlocked

• Achievement unlocked · Creative directorFree FormerLed the brand and launch of a self-service Pilates studio in Toronto: 500+ followers and 600+ sign-ups before opening, and founding memberships sold out within 3 minutes.

• Achievement unlocked · 1st placeInternational Entrepreneurship BootcampWon with Team Dari, an AI patient intake tool (U of T × SKKU).

• Achievement unlocked · Product managerSidequestA U of T team project, now a live build: an events app that helps friend groups agree on a night out.

• Achievement unlocked · Product designerDigital EnrolmentRedesigned benefits enrolment at Empire Life: registration in about 8 minutes, critical illness coverage bought up 63%, 6,000+ users in month one.

How I work · the quest log

What I bring · why add me to your party

• TranslatePassive

  Speaks fluent finance, engineering and design. Meetings end with a plan.Proof: 5+ products shipped with business, PM and engineering partners.

• Critical hitActive

  Finds the change that moves the number.Proof: +63% critical illness coverage bought, +340% successful chats.

• FortifyPassive

  Builds design systems so the team ships faster and more consistently.Proof: a company-wide design system and 4 enterprise portals.

• Summon launchUltimate

  Takes a brand from blank page to opening day.Proof: two Toronto businesses launched in 2026.

Recommendations · party reviews

• LinkedIn · May 2024

  “…her ability to find UI bugs or to identify aspects of the application that are not very user-friendly, which no one else would have even spotted.”

  Read the full recommendation

  I have had the pleasure of working closely with Asia for some time now, and I can confidently say she is an invaluable asset to any team. She is an exceptional team player, extremely approachable, and always willing to lend a hand.

  Asia has a remarkable attention to detail and is highly receptive to feedback. Her designs follow a user-first approach, and I have been pleasantly surprised by her ability to find UI bugs or to identify aspects of the application that are not very user-friendly, which no one else would have even spotted. I have also loved her iterative approach to design, gathering feedback from the rest of the team from an early stage. This has helped our team so much to foresee any potential stressors, in terms of business requirements and/or implementation frameworks.

  She wears multiple hats with ease, seamlessly conducting scrum ceremonies when needed and actively participating in story grooming sessions, ensuring effective communication between the development team and the business. I have learned a great deal from Asia, especially in how she prepares for meetings, leads discussions, and meticulously takes notes. Her collaborative approach, coupled with her dedication to the product, is truly commendable.

  I highly recommend her for any role that requires a dedicated, detail-oriented, and team-focused professional.

  Sucheta SudhakumariFull Stack Developer · Empire Life

• LinkedIn · April 2024

  “As the lead designer on the Empire Life Mobile app, she demonstrated an exceptional ability to translate complex requirements into user-friendly designs.”

  Read the full recommendation

  I am delighted to recommend Asia, whose dedication and expertise in UX design have greatly contributed to our success at Empire Life. As the lead designer on the Empire Life Mobile app, she demonstrated an exceptional ability to translate complex requirements into user-friendly designs. Her technical skills with tools such as Figma and Adobe XD are matched by her strategic understanding of user experience. Her leadership throughout the design process propelled the project forward and fostered a collaborative environment that brought out the best in our team. She handles both the analytical and creative aspects of UX design with equal finesse, ensuring that all product interactions are intuitive and effective.

  Her commitment to excellence and continuous learning makes Asia a standout professional in the field of design. I have no doubt that her innovative approach and dedication to user-centered design principles will continue to yield impressive results in her future projects. Asia is truly an asset to any team, and I look forward to seeing her career develop further.

  Anhad AzadScrum Master & Lead Business Analyst · Empire Life

• LinkedIn · April 2024

  “Her innovative approach and a keen eye for detail consistently result in outstanding product experiences.”

  Read the full recommendation

  I highly recommend Asia for any product design projects. Her innovative approach and a keen eye for detail consistently result in outstanding product experiences.

  Asia possesses a deep understanding of user-centred design principles, which is evident in her ability to create intuitive and visually appealing interfaces. She excels in translating complex ideas into functional and elegant designs that resonate with users.

  I’m confident that Asia would be a valuable addition to any product design team!

  Mayur RangoonwalaBusiness Analyst · Empire Life

Read them on LinkedIn ↗