Joe Chiang
Product (UX/UI) Designer
Previously @
Based in
Perth, Western Australia
About Me
👋🏻 Hello, I'm Joe!
For the past 10 years, I've had the pleasure of working with a wide range of clients across various industries, from early-stage startups to global companies.
As a designer and engineer, I'm passionate about bringing innovative ideas to life. My diverse skillset allows me to take a project from ideation to implementation seamlessly.
Additionally, being trilingual in English, Japanese, and Mandarin significantly enhances my ability to work with global companies. Effective communication and cultural understanding enable me to collaborate smoothly with international teams and clients.
Elevating Koala’s branding through a world-class redesign
Overview
Establishing a strong digital brand begins with a best-in-class user experience. Koala’s new website, redesigned for Australia, Japan and the USA, offers intuitive navigation, immersive product showcases, and bespoke configuration options.
This comprehensive redesign addressed inconsistent UX and global branding issues, elevating our brand and setting e-commerce benchmarks worldwide.
My Role
As the Design Lead, I oversaw the global e-commerce redesign, identified problems with the customer service team, analysed shopper behaviour using Contentsquare, and developed a strategy with project managers.
I also defined an iterative test plan and used Usertesting.com for usability and navigation tree testing to enhance the user experience and global brand presence.
Problems
Koala faced significant UX inconsistencies and disparate UI patterns, leading to a fragmented user experience and inconsistent branding across regions. This damaged the brand’s image, eroded customer trust, and lacked a premium look and feel, forcing the company to compete with other brands by using discount strategies.
Solutions
We created a global design system to ensure consistency across regions. Collaborating with the customer service team, we identified problem areas and analysed shopper behaviours using Contentsquare.
We validated design decisions with Baymard research findings and applied high-performing e-commerce designs. Through user testing and industry best practices, we optimised homepage, category, product detail pages and developed a seamless checkout experience.
Enhancements to the UI library and design system improved design efficiency and ensured brand consistency.
Outcomes
As the website is still under development, we don't have metrics yet.
However, to measure the redesign’s impact, we will focus on user satisfaction, engagement, and conversion rates. We will gather feedback through surveys, usability testing, and analytics, providing insights to evaluate the redesign's success and guide continuous improvements.
Design System
Redefining job search with a modern, user-centric platform
Overview
In 2020, I worked as a Product (UX/UI) Designer at the Department of Employment Australia, collaborating with a team of three other designers on a pivotal project: creating a concept for the future job search portal. This new portal was envisioned to replace Jobactive, an existing platform where Australians search and apply for jobs and find information on their employment pathways.
My Role
As a Product (UX/UI) Designer at the Department of Employment Australia, I collaborated with a team in an agile, cross-functional environment to create a user-centric concept for a new job search portal.
I worked closely with stakeholders to ensure strategic direction and effective communication of design ideas.
Problems
The existing Jobactive platform has a complicated onboarding process with unclear instructions, outdated design elements, and overly crowded pages. These issues lead to user frustration and inefficiency. A new, cutting-edge, user-centric portal is needed to streamline the job search process, improve engagement, and help job seekers find employment and get back on track.
Solutions
In order to improve the current Jobactive platform, we have suggested a thorough redesign that prioritises user-centred design principles and modern web standards. The new portal will have a user-friendly onboarding process with step-by-step guides and wizards for complex tasks to ensure that users can easily complete processes. We will provide clear and concise instructions in plain language, avoiding jargon, and using bullet points, headings, and short paragraphs to enhance readability.
Adopting a clean and minimalist design with ample white space will reduce visual clutter, making the content more readable and the overall experience more engaging. The design will move away from the typical government website aesthetic and instead incorporate cutting-edge elements to create a visually appealing experience.
The upcoming updates will bring personalised job recommendations, enhanced search functionality, and a simplified job application process to help users find and apply for jobs efficiently.
Integration of resources for skills development and career advice will further support job seekers throughout their employment journey. Furthermore, an AI-powered interview mock feature will enable job seekers to practice and improve their interview skills using their computer, providing valuable preparation for real-life interviews.
Outcomes
The funding for the new job search portal was approved, leading to the launch of Workforce Australia on July 4, 2022.
This modern, user-centric platform replaced Jobactive, providing a streamlined and engaging job search experience. The new portal features intuitive navigation, personalised job recommendations, and an AI-powered interview mock, significantly enhancing user satisfaction and employment outcomes.
