Senior UX Designer


“Hello. I’m Samuel, a senior UIUX designer with multiple industry experiences.I believe my core strengths aside from software design literacy skills are empathy and communication. I am in my element when I analyze and understand a problem from a user's perspective and conceptualize ideas that solve them.

To me, UIUX is all about perspective and creativity. A great industrial quote that summarizes my approach is "Form Follows Function" which is a core design principle I apply to my UIUX process.



1.UX Research


For my research process I first break down who my target audience is and what their incentives are to use the product. I compare these findings against the business objectives. Sometimes my research also includes play testing and user feedback.


Flinto | Protopie

For low fidelity prototypes I bash my ideas in a programme called Flinto however for more detailed prototypes I use Protopie because it allows me to include logic in my prototypes.


Sketch | Overflow

For wire-framing my application of choice is Sketch. Sketch has a big library of time saver plugins that I used on the daily also big plus is sketch works efficiently in Apple's beautiful eco system.

4.User Testing

Protopie | Hotjar

Hotjar is a very great tool for studying behaviour patterns. It is my tool of choice for creating heat maps and studying engagement. I also like to use Protopie to creat a high fidelity prototype to simulate the final product.

5.Design Systems

Zeplin | Sketch

An important part of the handover process is creating robust Design systems for developers to reference to get the product as consistent to the designs as possible. Zeplin is a great tool as it allows developers to reference the CSS of the designs.

6.Documentation and hand-off


Overflow is a great tool that I have been using in a lot of projects because it can be shared via web and embedded in html. It also flows smoothly in sketch's eco system.




Andrei Karpushonak

"Sam Kung is a quick learner, resourceful and adaptable to fast changing circumstances.The period of time that we worked together he was helpful, committed to make project successful. The organisation was able to assess and use new tools in a short span of time partly contributing to his innovative ways of thinking."

Product Manager @ XEN

Wei Ming Lim

"In my time with Sam I was impressed by his resourcefulness and ability to think critically to find UX solutions to complex technical problems. He is a valuable addition to any organisation."

Software Engineering Manager @ XEN


"He is a very bright and creative individual. He is a team player and adds a lot of character and energy to any team he is on. It was a pleasure to work on multiple projects we developed together."