About

Joycey is a Digital and Communication Designer specialising in publication, branding and user experience.

She creates clear, impactful solutions with a minimalist approach, ensuring efficiency and client-focused results.

Reliable and adaptable, Joycey crafts timeless visuals that leave a lasting impression.

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LASALLE x IBM IX: Reimagining the Layout of Sembawang Confectionery

This project focused on improving Sembawang Confectionery’s user experience through research, ideation and prototyping.

By redesigning the shop layout and conducting iterative testing, we enhanced staff workflow and customer accessibility while preserving the brand’s heritage. Key insights were gained through user interviews, empathy mapping and usability testing to inform design solutions.