I’m Rochelle, 瑞雪-Ruixue

a visual storyteller and an architect of experiences. I’ve been immersed in the world of fine arts for over a decade, with the past seven years dedicated to crafting seamless UI/UX designs that connect people and emotions.

By day, I shape intuitive interfaces that bridge functionality and beauty. By night, I find solace in creativity—whether it’s painting, designing, or building digital spaces that feel like home. Empathy is my compass, guiding me to design with intention, where every interaction tells a story and every detail resonates with its user.

↘ Experiences

Bally's Interactive

Digital Experience Designer

2022 - Present

At Bally, I focus on optimizing digital experiences through UX website design, user journey mapping, and design system implementation. I played a key role in the CRO landing page project, ensuring data-driven design decisions that enhance user engagement and conversion rates. Additionally, I contributed to the Bonus Game feature, leveraging gamification strategies to drive user interaction and retention.

University of the Arts London

MA Interaction Design for Art Direction

2020 - 2021

During my postgraduate studies at UAL, I specialized in interaction design, exploring the intersection of technology, storytelling, and user experience.

YEMA Studio

UI/UX Designer

2019 - 2020

At YEMA Studio, I worked on multiple B2B digital platforms, leading UX/UI design initiatives for enterprise solutions. One of my key achievements was successfully designing and launching a SaaS management platform, streamlining business operations for merchants. Additionally, I was responsible for developing an e-commerce website, focusing on enhancing user experience, navigation, and conversion strategies.

Rochelle © 2025

Rochelle © 2025

Rochelle © 2025