The UX-to-UI Workflow

The focus of this workshop is to help organisational leaders comprehend the nuanced relationship between UX and UI, and how one can employ a workflow that leverages on both to create meaningful experiences for users, customers, and audiences.

Date: 14 July 2022, Thursday

Time: 2pm to 5pm

Location: IMDA PIXEL Seminar Room (Level 2), 10 Central Exchange Green, Singapore 138649

Seat are limited. Successful registrants will receive an email confirmation on the workshop details.




Presenting Partner: Chemistry

Chemistry was founded in 2000 with the belief that great ideas come from the synergy of people. Today they are an Experience Design consultancy, based in Singapore & Amsterdam, driven by an international team of multidisciplinary creatives. Chemistry applies design strategically to translate complex systems and diverse end-user needs into meaningful solutions and implement them across all design disciplines.

Event Schedule

  • 02:00 pm - 05:00 pm
    The UX-to-UI Workflow

    2-2.20pm: Introduction  

    -Welcome and Introduction

    -Why consider UX and UI as separate practices?


    2.20- 3pm: What is User Experience Design?

    -Defining User Experience Design

    -Why is UX needed?

    -Why UX does not Equate to UI

    -Introduction to UX Concepts and Principles


    3pm- 3.40pm: What is User Interface Design?

    -Defining User Interface Design • How does UI Design Leverage on UX Design?

    -Introduction to UI Concepts and Principles

    -Tools & templates: RXMedz Case Study


    3.40-3.50pm: Break


    3.50-4.30pm: Defining the UX|UI Design Workflow  

    -Finding Parity Between Design Thinking, User Experience Design, and User Interface Design

    -How to Employ UX/UI in your Product and Service Design

    -Tools & templates: Singtel Case Study


    4.30-5pm: Closing

    -Road-mapping your UX and UI Development Journey

    -What you can do to learn more about UX & UI

    -Tools & templates: User Interface Activity 


Jeffrey Koh, PhD

Director of Transformation, Chemistry

Jeffrey is Director of Strategic Ventures and Digital Transformation at Chemistry. He is also tasked to seek out partnerships that enable bluesky activities for the organization. In the past he has worked as a fine artist, exhibiting in venues such as the Barbican, Southbank Centre, Singapore Design Festival, Archifest and the Art House Singapore, and was previously an Assistant Director at the National Gallery Singapore. As an experience designer, he has developed catwalks and fashion shows for PRADA and Miu Miu for the Office for Metropolitan Architecture, and helped open the London office of KesselsKramer. He has also worked in the past as a tech entrepreneur and advisor in the areas of artificial intelligence, fine art provenance and crowdsourcing, and is a Fellow of the EF Singapore. He has been featured on Channel News Asia, Digital News Asia, Tech in Asia and the Straits Times. He is a Founder and Advisor at Orobo.io, which is a circular economy on the blockchain startup and recipient of the IMDA Blockchain Challenge grant. With Chemistry, he has acted as lead consultant and advisor for transformation projects with clients such as NHB, MAS, IMDA, Design Singapore Council, HP, NEC, Konica Minolta, Aviva Singlife, Estee Lauder, and more, and has been invited as keynote speaker for venues such as TEDx Zurich, Pecha Kucha, General Assembly, and others. He currently sits on the advisory boards for both Ngee Ann Polytechnic and the NPE Gallery, was a Peer of the Australia Council for the Arts’ Experimental Arts Jury, and was a Researcher and Adjunct Lecturer for UNSW Art & Design in Sydney, Australia, where he co-designed the Bachelor of Fine Arts in Crossmedia degree programme, as well as the Transmedia Storytelling MOOC on Coursera, which has had over to 70k students enrolled to date.

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Keith Wong

Lead Business Designer, Chemistry

Keith believes in the exponential potential of synergising business, innovation and design, to create transformative change and generate lasting value for our partners and clients. By integrating the domain of design strategy with business objectives and adopting a multidisciplinary approach, Keith strives to create thoughtful, holistic and innovative solutions that are desirable, feasible, viable, and ethical. Prior to joining Chemistry, Keith graduated with a Diploma in Business Studies, specialising in Entrepreneurship and Innovation Strategies from Ngee Ann Polytechnic. In 2016, he co-founded and was the Chief Design Officer of, Munch Technologies Pte. Ltd., a full-stack AI-enabled food discovery platform that aims to provide true discovery solutions to help users find the perfect dining spot. Continuing to develop his design capabilities and creativity to complement his business and strategic acumen, Keith pursued a Bachelor’s Degree in Design Communication at LASALLE College of the Arts, graduating in 2020 with First Class Honours. Keith is a skilled facilitator who has extensive experience in successfully guiding diverse stakeholder groups through complex engagements. He has refined this skill working intensively on the IMDA Open Innovation Platform, supporting problem owner from public and private sector like HupHuat, CPF, or BCA and solutions providers to uncover new, innovative and viable business opportunities they could explore together. Outside of design, Keith is a photography-enthusiast, a passionate scuba-diver, and an avid music festival-goer.

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Asyraf Daud

Experience Designer, Chemistry

Asyraf is an Experience Designer working at the intersection of human-centred design, research, and strategy. As a seriously playful storyteller, he has a strong interest in strategic solutions that pushes the boundaries of the unconventional to blur the lines between design and human experiences. He believes in exploring unorthodox concepts, integrating speculative design, and challenging discourse to develop compelling narratives that drives creativity and innovation forward. With a background in applied theatre and psychology from Singapore Polytechnic, he has experiences in education, facilitation, and research. In 2021, he graduated from The Glasgow School of Art Singapore with a BA(Hons) in Communication Design with First Class Honours and was awarded Best Overall Academic Achievement. He was also a recipient of a Wood Pencil from Design & Art Direction (D&AD) New Blood Awards 2021 for his entry for Penguin Books.

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