Hi, I'm Gia

I seek to collaborate with people to understand their needs, and integrate the insights to create positive experiences.


Keen to link up? :)  
Reach me at phua.lihua@gmail.com.

About Me

A curious soul who often ponders about why things are designed the way they are, and explores the meaning behind them.

I frequent makers and design events. If you recognise me, be sure to say hi! Chat with me about service design, store merchandising, product design too :)

You may reach me at phua.lihua@gmail.com or my LinkedIn.


User Research

I make it a point to conduct research before embarking on the design as I believe it is the foundation of good design. I enjoy collaborating with users to discover insights in their behaviours.

Workshop Facilitation

I love engaging with the communities I care for (Design & Ageing), and evangelising user centric design.

Information Architecture

I take pride in designing information to be useful, relevant and valuable.

Interaction Design, Prototyping & Testing

I challenge myself to design user-centric, intuitive and delightful experiences.

Design Community Involvement

Design & Drinks @ Referral Candy

In line with Singapore Design Week, I was glad to expand people's appreciation of design, and see design through a different lens. I shared on my pet topic, 'Noticing designs in everyday life'. By storytelling with the photographs I capture about designs, I sought to raise the public's consciousness on how design affect our decision making in our everyday lives.
ingapore Design Week

Introducing Inclusive Design to school teachers

In the interest to grow design-centricity among teachers from the Ministry of Education in Singapore, I facilitated a workshop on Inclusive Design. The activities were delivered in an experential learning approach and sensitized them to the inconveniences of daily living by people with disabilities.


User research workshop with the start-up community @ Zendesk

Guiding the audience in 'How to interview research participants':
-- Crafting a good discussion guide
-- Asking powerful questions, open and closed, going deep into the root
-- Conducting user interviews, from beginning to end

In collaboration with Zendesk and Orange Hive.

Design Studios with NGOs @ TechLadies

I served as the UX coach on the Techladies programme.
Facilitating design studios to:
-- align organisation goals
-- co-create user flows and low fidelity sketching

In collaboration with TechLadies, an initiative to empower women to advance as programmers in the tech industry

Guest speaking  @ General Assembly

Conducted lectures for the UXD Immersive Course and Web Development Course.
Topics of interest: User Recruitment and Interviewing, Axure, Sketch tool, Principles of Interaction Design.

Stuff I write! :)

- I write about The Good, The Bad and The Ugly designs I spot in Singapore and around the world.

- Editorial team of Singapore's very own online elderly magazine, Ageless Online. I cover stories on inspiring elderly people and issues about ageing.

Education & Experience

Independent Consultant

Nov 2016- Present

I'm currently consulting and working on UX projects with agencies and clients directly. The projects span from government to telecommunications, healthcare and enterprise software.

Chat me up if you are looking for someone to bounce ideas with and craft a structured approach to develop your product :)


Homage: Product Designer

Homage is a caregiving solution that combines care professionals with seniors, allowing them to age at home with dignity. Backed by 500 Startups and Golden Gate Ventures.

I worked closely in the product and engineering team to productise and ship the first version mobile app.
- Conducted shadow research and translate into insights to inform product design.
- Formulated product specs and oversee collaboration with engineers.


General Assembly:
User Experience Design Immersive Instructional Associate

May 2016 - Present

Along with the course instructor, I'm responsible for creating a vibrant learning experience and guiding a class of 20 future practitioners in the field of User Experience Design. I facilitate class workshops and deliver selected lecture topics.


Splash Interactive: UX Designer

May 2015 - May 2016
- Apt in conducting stakeholder's workshop, guerrilla interviews, user journey mapping and usability testing

- Applied Lean UX principles and worked with designers and developers to ensure the integrity of the UX design is upheld from the start to end of the projects.

Projects include: Eastspring Investments  |  UOB  |  Maybank  |  HangSeng Bank


Foolproof: UX Intern Consultant

Aug 2014 - Feb 2015
Foolproof is an Experience Design agency that focuses on delivering evidence based human outcomes.

Involved in user research projects:
- Observed and conducted lab-based user testings, and wrote shadow headlines reports to summarise key findings.
- Customized market benchmarking pitch decks, which were based upon Heuristic Evaluations research conducted by Foolproof to identify UX problems.
- In an ethnographic research for a health and wellness company, I oversaw the recruitment, supported contextual inquiry and collected insights for analysis.

Projects include: 
Usability testing and Depth Interviews - City Index, Lloyds Bank 
Market benchmarking - Financial Service Landscape
Ethnography research - Health and Wellness company


Savant Degrees: UX Designer

Mar 2014 - Jul 2014
- Designed information architecture and interaction model for the Mediacorp’s XinMsn entertainment website

- Prepared pitch decks with focus on UX strategy

Projects include:
Mediacorp XinMsn website | GIC corporate website | Asiamall retail shopping strategy


Advocacy Word of Mouth Ltd, Shanghai: Management Associate

Jun 2012 - Jun 2013
Advocacy is Asia's most awarded Word of Mouth Marketing agency.

The first Word of Mouth community platform in China to bridge Chinese consumers and brands, managing over 20,000 women influencers.

I supported in devising and executing WOM campaigns for FMCG brands: P&G, Kimberly Clark, Reckitt Berkenser, Philips.


National University of Singapore, Fudan University

BA Communications & New Media, Minor in Technopreneurship 

NUS Communication & New Media Club, NUS Overseas College Alumni Association, NUS Salsa Club, NUS Entrepreneurship Society,