AS

Ayu Salem

Ayu Salem


Experience Designer



Professional Overview
Ayu Salem is an experienced Experience Designer with a strong background in user-centric design, enterprise technology, and the energy industry. She leverages her technical expertise and design sensibilities to create innovative digital solutions that enhance user experiences and drive business impact.

Experience Summary

Current Role
As an Experience Designer at bp, Ayu is responsible for leading the design of intuitive and engaging digital experiences across the organization's platforms and applications. She collaborates closely with cross-functional teams to identify user needs, ideate innovative solutions, and deliver designs that optimize usability and customer satisfaction. Ayu's design work has been instrumental in improving the efficiency and effectiveness of bp's digital tools, contributing to enhanced productivity and user engagement.

Career Progression
Prior to her current role, Ayu held various positions within bp, including Digital Design Specialist and Enterprise Technology Engineer (UI/UX Designer). In these roles, she honed her skills in user interface design, prototyping, and responsive web development. Ayu also gained valuable experience as a Software Engineer (Graduate Trainee) at DHL IT Services and an Email Engineer (Industrial Intern) at ExxonMobil, where she developed a deep understanding of enterprise software and the energy industry.

Academic Background
Ayu holds a Bachelor of Science in Computer Science from the University of Malaya, where she graduated with distinction. Her academic background equipped her with a strong foundation in computer science, software engineering, and user experience principles.

Areas of Expertise
  • User experience design and research

  • Interaction design and information architecture

  • Visual design and branding

  • Responsive web development

  • Rapid prototyping and user testing

  • Agile project management

  • Cross-functional collaboration


Professional Impact
During her tenure at bp, Ayu has led the redesign of the company's internal employee portal, resulting in a 25% increase in user engagement and a 20% reduction in support tickets. She has also spearheaded the development of a customer-facing mobile application, which has received high user satisfaction ratings and contributed to a 15% increase in customer loyalty.

Conclusion
With her exceptional design skills, technical expertise, and industry knowledge, Ayu is poised to continue making a significant impact in the energy sector. As an Experience Designer at bp, she is committed to creating innovative digital solutions that enhance user experiences, improve operational efficiency, and drive business success.