Fanny Soh l Product Designer

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Hi! I'm Fanny Soh

I'm a product designer focused on creating simple, value-driven designs that build user trust.

With over 5 years in customer-facing roles before transitioning to design, I bring a deep understanding of user needs and a passion for creating impactful experiences. Over the past 3 years as a product designer at Beansprout, I’ve led end-to-end design and contributed to product management, using user insights and data-driven strategies to build meaningful experiments that support financial wellness.

I’m also a dedicated learner 📚, always exploring new ways to refine my craft. Built for Mars and Lenny’s Podcast are some of my go-to resources, keeping me inspired and informed on UX and product strategy.

2016 - 2018

Travel Tech Beginnings at HomeAway (Part of Expedia)

After graduation, I started my career in travel tech at HomeAway, managing relationships with hosts and diving deep into their needs and challenges. Understanding both customer pain points and business goals sparked a desire in me to influence the product directly—something I couldn’t yet do in that role.

2018 - 2019

Sharpening People's Skills and Seeking Bigger Impact through Real Estate

Hoping to broaden my experience and make a bigger impact, I left HomeAway and entered real estate full-time. Through real estate sales, I've managed complex negotiations and further honed my interpersonal and problem-solving skills. This experience sharpened my understanding of people’s needs and motivations.

2019 - 2021

Expanding Perspectives at 40,000 Feet Above the Ground

Eager to connect with people from all walks of life and gain a global perspective, I joined Singapore Airlines as cabin crew. I learned to solve problems under pressure and build genuine connections, deepening the empathy and resilience that now drive me to create meaningful experiences in product design.

2021 - Present

Creating Value by Design – Building Meaningful UX at Beansprout

When COVID-19 struck, I reflected on what I enjoyed most: creating valuable experiences for others. My skills in active listening, empathy, and problem-solving became the foundation for my transition to UX design, where I could directly shape user experiences. Now at Beansprout, I use this background to design user-centered products that drive both user value and business success.

My Product Design Principles

Keep it simple

I prioritize simplicity, ensuring complex information is accessible and intuitive. Inspired by Occam's Razor, I ask myself key questions throughout my design process: What’s the least amount of information needed to achieve the goal? Is anything confusing for new users? How can I make the task easier?

Balance User and Business Values

My designs focus on user satisfaction while achieving business objectives. Through research and alignment, I create solutions that solve real user problems and support company growth.

Build Trust

I promote transparency and collaboration with users and stakeholders, valuing all perspectives to foster trust and credibility in my work.