Ethel Lee

Background

About Ethel Lee

Drawn to work that blends purpose with usability—crafting experiences that spark meaningful action. UX Designer with a strong foundation in business analysis, bridging user empathy with data-driven decision-making. Designs intuitive internal tools and iterates on complex workflows to drive product outcomes. Skilled in user research, ideation, iteration and creating intuitive solutions that aligns with user needs and business goals. Ethel enjoys making a positive difference in the lives of others, her involvement in multiple client engagement opportunities helps connect her analytical mindset with a human centered way of thinking. I lead MVP delivery by gathering solution requirements, validating assumptions, and iterating experiences based on deep stakeholder alignment—resulting in mobile and web solutions that address critical user and business pain points. From prototyping new features to presenting live demos across real estate, public sector, and finance, I translate insights into experiences that resonate. Harness GenAI tools to craft engaging communications—from app announcements to EDMs and video scripts—elevating user engagement across channels and explores ways to leverage AI throughout the UX design process. Highlights • Played a pivotal role in delivering and aligning MVP (login, dashboard, KA) for WOG ePfile system to ServiceNow's service catalogue and SR submission structure. • Led the design of an Upcycling feature for a sustainability-focused lifestyle mobile app that enabled users to log textile donations, track their impact, and share personal sustainability stories. • Designed and delivered on-schedule solutions that encouraged ethical user behavior, promoting mindful consumption and reducing fast fashion waste. • Served as UX consultant, led enhancements to employee service applications, streamlining claims reporting, approvals, and underwriting requests—minimizing steps, reducing fatigue, and boosting clarity through thoughtful use of icons, layout, and typography. • Designed low-fi wireframes to simplify grant funding and claims processing—unlocking speed and clarity for end users. • Designs included in-built validation checks that pre-empt submission errors, cutting down manual review time. Created an AI-powered chatbot to manage feedback, queries, and complaints with precision and empathy, reducing overhead and improving response consistency. • Contributed to 17 workshops and 34 user interviews, extracting actionable insights that led to 10 distinct personas and 15 user journeys.