About
Ethel is a multidisciplinary designer whose work sits at the intersection of design, technology and artificial intelligence.
Guided by a content-led approach, she explores how digital systems shape the way we think, behave and understand ourselves. Working across UI/UX, coding and visual media, she creates experiences that are clear, intentional and impactful, where meaning is conveyed as much through content as through form.
Between interfaces and narratives, logic and language, Ethel's design practice reflects an ongoing interest in algorithms. She examines how unseen systems influence perception, and how design can make these processes more visible, critical and human.
[A-I]: Algorithmic Identities
[A-I]: Algorithmic Identities is a three-part interactive exhibit that explores how digital systems turn people into data, and how that data is used to construct a version of us that exists within the system. While algorithmic profiling is widely theorised, these processes remain invisible to everyday users.
This project addresses the gap by staging biometric extraction, behavioural accumulation and algorithmic synthesis as a sequential, embodied experience, culminating in a portrait built from participants’ own data.
Designed for everyday users of digital platforms, it reveals how identities are not just represented, but actively shaped and controlled by the data systems we interact with, fostering critical awareness of algorithmic influence in daily life.
Posture Protractor
Bad posture often goes unnoticed until discomfort arises. In fast-paced environments, younger generations neglect posture, hunched over screens or slumped in chairs. The Posture Protractor is a playful yet practical laser-cut tool that measures posture from a distance for real-time correction. Blending humour and functionality, it raises awareness of everyday slouching and its long-term impact.
Developed in collaboration with Charlene Chandra, Rene Teh and Syafiq Shukor.
By Chance - Tinder
By Chance is designed for Gen Z users seeking genuine connections beyond casual swiping.
This timed Tinder feature filters your most compatible matches, offering a three-minute real-time chat at unexpected moments. This creative strategy fosters meaningful encounters, redefining online dating through spontaneity and sincere interactions. Are you ready to take the chance?
Developed in collaboration with Charlene Chandra, Rene Teh and Syafiq Shukor.
Htet Myat Thiri Shwe (Mya)
Geraldine Tang Yi Li
Dylan Chia Hao
James Tiah Li Qin
Jeanette Reviana Tan
Ng Lei Kee
