Geraldine Lee

“Simplicity is the ultimate form of sophistication”

by Leonardo da Vinci

A brief intro

Highly organised and independent with a keen eye for details, skilled at synthesizing and editing information to achieve overall objectives.


I am a UX/UI Designer who loves design that is simple yet beautifully crafted which captures your heart.


Started as a digital designer in Singapore in 1996. Returned to London in 1999 to join the internet boom. Since then I haven't looked back to print except a few occasions.


Oh there are just too many but I love baking. It's the fun of science and creativity as I often love to try new recipes.


To persue a Master in Psychology and Human Computer Interaction in near future. I am fascinated by human behaviour, habits and influences around them.


Clients I have worked with

Their common goal is to speak their user's language and engage them.


Online UI Kit for Ocado Technology to build sites and app with a consistent look & feel and user experience. From grids to components, colours, typography and patterns - a tool that all designers and developers collaborate to make the system works better for our customers.


History define my future

There are too many, outdated, irrevlant and lost in translation. But here are some I have enjoyed and learnt lots!


  • Unilever Surf intranet
  • GSK Interactive portal
  • SAB Miller Interactive portal
  • Tunstall Operator system


  • FormulaOne,Website
  • RNLIOnline guidelines
  • HSBCOnline reporting
  • Reckitt BenckiserWebsite

  • British Airways Website
  • ColgateDigital marketing
  • ReutersDigital marketing
  • One2OneDigital marketing


  • BMWVideo editing
  • MPAInteractive CD
  • HoneywellInteractive CD
  • MODInteractive CD

What my bosses said about me

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    Tony Rivenell Chief Digital Officer, Halfords

    Geraldine is a true digital designer being able to produce stunning work across all channels. In all the challenges that I gave her she was able to deliver solutions that not only looked superb, but where also thoroughly thought through answering all the challenges set as well as highlighting (and solving) any other hidden issues. I would not hesitate in recommending Geraldine and hope to be able to work directly with her again.

  • Author image
    Laura Philips Head of Application Development, Anthony Nolan

    Geraldine is a brilliant UX designer and a true professional. I had the pleasure of having Geraldine on my team while launching Non Food for Ocado. We had a challenge to bring something new to the website to make it standout from Grocery and Geraldine with her eye for detail, flair and constant research made easy work of the challenge. The fact she obviously loves and is passionate about what she does shows in all she produces. She is a real asset and very talented, I would love to work with her again.


Questions and Answers

I am sure I can spare more information about me.

Do I speak other languages?

Beside English, I read and write Mandarin and speak 3 chinese dialects - Cantonese, Teochew and Hokkein. Hope to learn another European language such as French or Spanish but I am not sure when.

What softwares do I use?

Maninly Adobe Creative Suite, Sketch, Invision, Microsoft package, Sublime, OmniGraffle and many older ones which I can't recall. Always happy to learn a new software if required.

Where and what did I study?

I graduated with a BA(Hons) in Graphic and Media Design from LCPDT - now known as London College of Communication. Before coming to London, I was a student at Lasalle College of the Arts in Singapore, graduated with a diploma in Graphic Design.

Is there another job I like to do?

While I was freelancing, on my free days I was training with a Luthier at RCM setting up violins for children and even make a copy of a Stradivarius in Cambridge. I love architecture and paintings - wanted to be a painter but my dad said I would never make a living.

What do I do during my free time?

As a working mum, my weekends are just filled with activities with my girl and chores which are neglected during weekdays. I read on my kindle and enjoys looking on pinterest!

Will I stop designing?

I often say I would but I never did. I can't imagine a world with no design but I am sure nature itself is beautiful. Maybe robots will start designing as it seems robotics is the future - hope not.


To create, share, or exchange information, interests and ideas.