Kimberley Chong

I’m a User Experience (UX) Designer from Sarawak, Malaysia.

Using my background in psychology and software engineering,
I use my knowledge in human-computer interaction to
make creative, innovative and immersive experiences.

Talk to me about technology, video games, mental health and culture.

Design Approach

Design Approach: Empathize, Discover, Define, Design, Deliver, Evolve

Journey into UX

When I first entered university, I was going for a Bachelors major in Biotechnology because I love biology and technology. However, I didn’t find Chemistry as interesting and decided to drop it. My alternative became psychology as I have always been interested in the Hows and Whys of human behaviour. While I was studying psychology, I was still interested in technology. So I decided to take up a computing module on Python. I found programming enjoyable and rewarding when I submitted my solutions. I felt accomplished when I was able to solve problems through logic (and mostly, trial and error). This was when I picked up my second major in Informatics and it led me to discover Usability Engineering (UX). Through the course, I learnt about the processes in user-centred design such as creating personas, conducting user interviews, and cognitive walkthroughs. This later led me to pursue a Masters in Human-Computer Interaction, which helped me gain skills and experience in the games industry and the use of VR.


I decided to come up with a personal brand name as there were about 800,000 results after searching my name. I wanted it to be short and unique to be easy to search and stand out. The search for something memorable led me to an article that mentioned the letters “J, K, Q, V, W, X, Y and Z” tend to be more memorable as they are less common in Western languages (hence, also higher points on Scrabble). While looking for such a name that matches my identity, I thought why not use my full name “Kimberley Chong L Z” and use the abbreviations? It happened to use 2 of the memorable letters as well. And thus, the name kicholiz was born.

Design Philosophy

Simplicity is the ultimate sophistication

Leonardo da Vinci

Be simple.

A good design has good visuals.
A great design is simple to use.
I see design as a problem-solving tool, not to create more problems and more emotional distress for the users.
They should be able to complete their task easily.
They should be able to know what they are looking at at first glance.
Visuals are there to enhance a design.
I choose to create simple and not overly done aesthetics.
Only when it feels right, can it feel good.

Design creates culture. Culture shapes values. Values determine the future.

Robert L. Peters

Be ethical.

A designer can shape our future lifestyle, perspectives and attitudes.
It comes with great responsibility.
I empathize with people and accommodate diversity and inclusion for all.
I believe in creating a greater good with designs and treat people as individuals and as collectives.

Don’t get set into one form, adapt it and build your own, and let it grow, be like water. Empty your mind, be formless, shapeless — like water. Now you put water in a cup, it becomes the cup; You put water into a bottle it becomes the bottle; You put it in a teapot it becomes the teapot.

Bruce Lee

Be adaptable.

Design evolves and takes a different form as civilizations progresses.
It is important that we reflect and learn from the past, admitting the mistakes made and correct them.
Like water, design should be transparent. Users can clearly understand the intention and to trust designers.
I am able to adapt to different tools and processes as needed to reach the goal.
No one tool is perfect, and no process is rigid.