Curriculum vitae

Curriculum vitae

jae sern chua profile photo digital designer

A senior digital creative based in Auckland with over 15 years of industry experience working with companies across New Zealand and Malaysia. My work centres on UI design, supported by skills in digital art direction, UX design, prototyping, wireframing, branding, and illustration. I am passionate about crafting user interfaces that bring a client’s vision to life, creating designs that are not only visually engaging but intuitive and user-focused.

Work Experience


  • Senior Digital Designer
    Jul 2022 - Present

    Managed digital design direction, UI design, UX, prototyping, and digital design system development for a variety of projects, including e-commerce websites, corporate platforms, and content-driven experiences. Responsible for wireframing, user journey mapping, and persona creation to ensure user-centred, intuitive designs. Clients include Mountain Jade, Salus Aviation, Unity Books, and TAB NZ.

  • Digital Design Lead
    Apr 2013 - Jul 2022

    Oversaw digital design direction and contributed to UI/UX design, digital design, layout development, and branding across a variety of platforms, including websites, kiosks, advertising materials, and mobile apps. Created digital illustrations and visual treatments that aligned with brand identities and user needs. Clients include Auckland Council, Toyota, NZ Post, Go Rentals, and Masterpet.

  • Senior Digital Designer
    Apr 2010 - Oct 2013

    Honda New Zealand decided to take their web design in-house for the first time, and I was the first sole designer in charge of the website revamp. I oversaw the direction and design, focusing on creating a refreshed, user-friendly online experience. I worked closely with the marketing team to ensure the design supported broader marketing goals, resulting in a modern and engaging online presence.

  • Digital Designer / Art Director
    2006 - 2010

    Handled digital direction and design for websites and digital platforms, including e-commerce for MyToys, cenotaph website for Auckland Museum, and developing Clickmag, a rich media online publication platform for advertising agencies.

  • Digital Designer/Art Director
    2002 - 2005

    Handled art direction, web design, and graphic design for clients including Toyota, Maxis, Sony, and GlaxoSmithKline. Delivered creative solutions across digital campaigns, websites, and marketing materials, ensuring brand consistency and visual impact.

Education

Auckland University of Technology (AUT)

Graduate Diploma in Digital Media, Digital Communication and Media/Multimedia

Curtin University

Bachelor of Design (Digital Media major)