Good Edible Design = Aesthetics (Ui) + Experience (Ux)
This is the very mantra, i wake up to and move my trackpad enthusiastically all day. The goal of design is to make usability pretty and functional at the same time.
From being the creative kid who got his artistic perspectives right in his secondary years to being the champion of visual aesthetics while crafting apps, I have served 10+ years in enterprise Saas Design. Looking forward to being a resourceful component in a grounded & collaborative team.
Latest Projects
Explore my multifaceted work, featuring projects for startups, SaaS enterprises, and cloud ventures.
Website Revamp + Inventory Manager
Currently working as the Brand manager for an established leading I.T & Electronics Service Provider in Auckland
Tech4You,
Newmarket, Auckland, NZ | Feb 2025 - Present
Design System + Feature Grading
Served as a UX consultant for this growing bootstrapped logistics SaaS platform.
Tech4You,
Auckland, NZ | Feb 2025 - Present
OneData - Product Discovery+Delivery:End to End
Led the development of a centralised data catalogue, enhancing global data accessibility, governance and efficiency.
Rakuten Inc,
Bangalore/ Tokyo | Nov 2022 - Jul 2024
Principal Designer - Low Code IoT Platform
Founding Designer for Zoho's venture into the IoT space
Zoho
Chennai | Mar 2018 - Oct 2022
PoS systems
Key member of the design chapter for SmartD, a B2C
food prebooking/ordering app, and its B2B counterpart of Merchant POS app, as well.
Market Simplified,
Newmarket, Auckland, NZ | Feb 2025 - Present
Zoho IoT - Android & IoS
Seamless Mobile Experience for Zoho IoT Platform
Zoho
Circa 2022
Ondemand Food Ordering App
Omnichannel mobile front experience for SmartD
Market Simplified,
Circa 2016
Amplify - Retro Sound, Modern Player
A reimagined pet project addressing the gaps in modern music players, infused with retro goodness.
Pastime
Circa 2024
Ondemand Food Ordering App
Omnichannel mobile front experience for SmartD
Tech4You NZ,
Circa 2025- Present
Tech4You
Feb 2025 - Present
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Brand Custodian: Modernised the company’s digital presence by redesigning the outdated portal, aligning with modern UI trends and customer expectations using Wix Studio & Figma.
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Product Owner: Integrating and developing an in-house IT Asset & Warehouse Management System, leading the process from discovery to phased rollout.
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Web Manager: Handling SEO optimisation & marketing campaigns across Google Ads Console and Meta Ads Manager, ensuring a seamless and consistent brand identity boost across all channels. Designed and maintains both the main and sub brand website till date.
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T-shaped Generalist: Leveraging my innate marketing design skills to oversee the development of all print materials, including flyers, business cards, vehicle decals, accessories packaging, and shopfront signages.
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Orderlink NZ
Sep 2024 - Nov 2024
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Ux Strategist: Operated as the UX Strategist, driving strategic initiatives for Orderlink, a supply chain startup catering to small businesses in a market dominated by Cin7 and Unleashed.
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Design System Advocate: Developed a tokenised design system with Figma to enhance platform scalability and consistency.
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Feature Grader: Designed & Prioritised new features informed by customer interviews by collaborating with them in Figjam, addressing key user needs.
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Agile Enabler: Provided strategic guidance to support the platform’s lean, bootstrapped agile development and enable a successful market launch.
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Rakuten
Nov 2022 - July 2024
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Senior Contributor: Led UX discovery and design for a centralised data catalogue in the big data space.
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Design Ops & Collaboration: Managed the BIG Data design chapter using Figma and tracked initiatives in Trello, aligning delivery across Jira and Confluence with sprint cycles.
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Cross-Departmental Problem Solver: Collaborated across departments to identify and resolve design challenges, aligning solutions with product and dev teams using Jira and Confluence to meet sprint and release goals.
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Inclusivity Champion: Integrated accessibility guidelines (WCAG) into design system components to ensure inclusive user experiences globally. Widely appreciated by Japanese counterparts.
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Zoho Corp
Mar 2018 - Nov 2022
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Founding Designer: Core contributor to the Zoho IoT platform’s design language, which delivered a premium experience across customer streams, including manufacturing, smart buildings, and connected OEMs.
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Design System Specialist: Spearheaded the creation of Beacon, a tokenised in-house design system, which became the central reference for UI consistency and dev collaboration in Adobe XD.
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Global Event Contributions: Directed visual brand strategy, designed app logos and global event collateral using Adobe Illustrator and Photoshop, aligning marketing with product vision.
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Trend Savviness: Championed and led the early switch from Adobe XD to Figma within the cross-teams, ensuring future readiness.
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Market Simplified
Jan 2015 - Feb 2018
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Agile Fintech Player: Principal product designer for a banking revamp project commissioned by BCG at Market Simplified, working with cross-functional agile squads, including product managers and dev teams, to deliver iterative, validated user experiences.
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Standout ePOS Solution: Successfully delivered an innovative POS merchant and customer app that stood out in the online food market. Our app, well ahead of its time, seamlessly handled coupons, reservations, and online/offline transactions.
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Multichannel Design: Created native UI designs for both the Android and Windows-based Merchant POS applications, iterating prototypes regularly.
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Ethnographic User Research: Conducted onsite user profiling and research visiting directly at merchant locations, prioritising feedback for backlog improvements.
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Tringapps
Jun 2014 - Dec 2014
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Owned and delivered the rebranding of the NBC weather App alongside a team of American counterparts in an agile product environment.
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Worked extensively on developing the workflow and wireframes for U.S. client, namely NBC Weather App.
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Crafted the design assets for the overall app, including icons and banners, following the client's design guidelines
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Pro Designs
Feb 2013 - May 2014
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Breathed fresh air into the stale local design market by modernising logos, packaging, and print materials effectively.
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Created trendy, regionally sensitive content for marketing campaigns, including flyers, brochures, and emailers.
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Crafted numerous logos, websites, and branding efforts for local clients, giving their brands a fresh, new identity and received widespread accolades.
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Completed projects on time, adhering to timelines and budgets while maintaining high standards in the design handover phase. * Conducted onsite demos during ideation and handoff, fostering strong professional relationships with customers during and beyond work.
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Handled local municipal council and corporation marketing campaigns catering to the bustling metropolitan crowd and exhibiting the tikanga in the communication design sensitivities. Helped them execute run print, radio and web initiatives.
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Snapshot of my Myriad Career
Siva Cherman
sweetas.siva@gmail.com | 022-070-4615 | Lynfield, Auckland, NZ
Let's catch up over a cup of
Coffee or a pint of Beer!
Designed with ❤️ & ☕
© Creative Rendering from Siva's Brain. Hence copyright intended