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Geraldine Lee

“Simplicity is the ultimate form of sophistication”

by Leonardo da Vinci
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About

A brief intro

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

Me

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

Work

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.

Leisure

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.

Future

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

portfolio

Clients I have worked with

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

Pablo

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.

Fetch

Premium online pet store by Ocado. Pet products such as food, toys, accessories, etc - customer could attaching an order to their Ocado weekly shopping, saving cost on delivery. We understand that our customers love their pets and would only buy the best for them.

Sizzle

Premium online kitchen & dining store by Ocado. Products that are well-designed and well-priced that you will be proud to display on your counter when not entertaining. Isn't it convenient to get your weekly grocery with your favourite kitchen & dining products.

Ocado

The world’s largest dedicated online grocer. Over 500,000 active customers today, their objective is to provide them with the best shopping experience in terms of service, range and price, which builds a strong business and delivers long term value for our shareholders.

Fortnum & Mason

Luxury departmental store which provides a treasure trove of hampers, tea, coffee & sweet treats since 1707. Their early online store sold only a small selection of products and hampers - an opportunity to reach their customers at home and abroad.

Harvey Nicols

International luxury lifestyle flagship store based in Knightsbridge, London. In 2000, they started selling HN owned brand food & Christmas hampers online . It was early days of ecommerce but their foresight has lead to a full online designer store with fashion and beauty.

Past

History define my future

There are too many, outdated, irrevlant and lost in translation.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

Jigglee

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

BamberForsyth

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

Agency.com

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

FXMEDIA

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

What my bosses said about me

  • Author image
    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.

More

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.

Social

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