Chui Chui has been working in usability and user centred design since 2002.

Since joining cxpartners, Chui Chui has provided usability consultancy to clients to help them to improve the user experience they offer and has helped international companies to break into the Asian market. She has worked with clients such as Virgin Trains, Orange, eBay, Marriott, Hotels.com, TUI, Betfair, Peugeot, Nokia, Emerson, Ritz-Carlton, AXA, Unum, LateRooms/AsiaRooms and Vodafone.

Chui Chui has a background and many years of professional experience in design, engineering (Mechanical Industrial Engineering) and Human Computer Interaction. She has extensive experience of running international user research across Europe and Asia. Her areas of expertise include web form design, mobile design, cultural differences and its impact on design and brand/market strategies between eastern and western cultures. Her current research interest focus on UX strategies for physical product design.

Chui Chui received her doctorate in Human Computer Interaction from Queen’s University Belfast. Her research background also includes multimodal interfaces, machine learning, adaptivity and personalisation.

She has presented and provided workshops at conferences in Europe, the USA and Asia.

Outside of work

In her spare time, Chui Chui loves being creative. In particular she enjoys crafts, gardening and music. Her passion is cookery and she loves designing her own recipes and cooking food from all over the world.