About Me
Finding the friction before redesigning around it
I’m Choon Hong, a UI Designer and Communications and New Media graduate from the National University of Singapore. My work spans healthcare websites, digital products, and design systems.
I came to design through automation, building bots that removed repetitive work from people’s days. That work trained a specific habit: look for where a process is slow or painful before proposing anything new. It is the same habit I bring to an interface. Most design problems turn out to be friction that nobody had named yet.
What I enjoy most is turning complex requirements into something clear enough that the person using it never has to think about the structure underneath.
PRactice
What I work on
Three areas where I spend most of my time. They overlap more than they look like they should, because a healthcare site and a design system fail for the same reason: someone made a decision early and never wrote it down.
01
Healthcare Websites
Designing for aesthetic and healhcare clinics, contexts. Clear navigation, plain language, and accessible layouts that hold up for a wide range of visitors.
02
Digital Products
End to end interface work from early flows to production ready screens, focused on making complex requirements feel simple to the person using them.
03
Design Systems
Building components, tokens, and documentation so a product stays consistent as it grows and teams can ship without redrawing the same button twice.
Toolkit
Skills
Design is where I work day to day. The development and automation experience below is what lets me hand off work that engineers can actually build, and scope what is realistic before it reaches them.
Design
Front end
Development
Automation
Background
Education
A route through the Singapore system that started in the Normal Technical stream and ended with an honours degree. Each step was a deliberate move toward design and technology rather than a default next stop.
2022 – 2026
National University of Singapore
Bachelor of Social Sciences with Honours, Distinction
- Major in Communications and New Media
- Grade: Distinction with Honours (GPA: 4.44/5.0)
- Top Students Awards: CS3240: Interaction Design (AY25/26 Semester 1)
- Relevant Courses:
- NM4208 Strategic Communication Design (Grade: A+)
- CS3240 Interaction Design (Grade: A+)
- NM4260 Game Design (Grade: A)
- NM3217 Principles of Visual Communication Design (Grade: A)
- NM4207 Managing Communication Campaigns (Grade: A-)
- NM4259 Mobile Interaction Design (Grade: B+)
- NM3243 User Experience Design (Grade: B+)
2017 – 2020
Nanyang Polytechnic
Diploma in Multimedia and Infocomm Technology
- Infocomm Solutions specialisation
- Cumulative GPA 3.87/4.00
- Director’s List for four semesters
- Distinctions in UX Design for Multi-devices, Operating System Management, Animation for Interactive Media, Thinking and Problem-Solving Skills, and Communication Skills
2015 – 2016
Institute of Technical Education
Nitec in Electronics, Computing and Networking
- Cumulative GPA 3.95 / 4.00
2011 – 2014
Chong Boon Secondary School
Normal Technical stream
Outside the work, I’m the Founder of Parrodise, an online content creator and avian educator who runs the Parrodise brand.
Parrodise makes parrot care and behaviour understandable for people who’ve never kept one, through short-form video and researched writing rather than jargon. It draws on a different kind of clarity than interface design, but the instinct underneath is the same: take something specialists take for granted and make it land in a few seconds.
Based in
Singapore
Currently
UI Designer
Founder of
Parrodise