FS

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About

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FS

Work

About

Linkedin

View resume

Hi! I'm Fanny Soh

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.

2021 - Present

Creating Value by Design – Building Meaningful UX at Beansprout

COVID-19 sparked a career rethink, and I saw UX design as a way to blend my problem-solving, empathy, and active listening into impactful work. At Beansprout, I craft user-centered products that balance people’s needs with business goals, drawing on my background in travel tech, real estate, and aviation to create experiences that matter.

2019 - 2021

Expanding Perspectives at 40,000 Feet Above the Ground

Wanting to gain broader perspectives, I joined Singapore Airlines as cabin crew. Connecting with people from all walks of life, I sharpened my active listening by picking up on their unspoken needs mid-flight, while solving problems under pressure. This role deepened the empathy and resilience I now bring to user experience design.

2018 - 2019

Sharpening People Skills and Seeking Bigger Impact through Real Estate

I entered real estate sales full-time to see the direct impact of my work on an individual level. Listening closely to clients’ concerns and motivations during tricky negotiations sharpened my ability to understand people deeply and solve their problems. That time decoding human needs now informs how I approach user-focused design work.

2016 - 2018

Travel Tech Beginnings at HomeAway (Part of Expedia)

My career started in travel tech at HomeAway, where I managed relationships with hosts. Digging into their challenges taught me to listen actively to their frustrations and goals, sparking my interest in building solutions that help people. Though I couldn’t shape the product directly, that early exposure to customer needs planted the seed for my path into UX design.

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.

Creating Value by Design – Building Meaningful UX at Beansprout

COVID-19 sparked a career rethink, and I saw UX design as a way to blend my problem-solving, empathy, and active listening into impactful work. At Beansprout, I craft user-centered products that balance people’s needs with business goals, drawing on my background in travel tech, real estate, and aviation to create experiences that matter.

(2021 - Present)

2019 - 2021

Expanding Perspectives at 40,000 Feet Above the Ground

Wanting to gain broader perspectives, I joined Singapore Airlines as cabin crew. Connecting with people from all walks of life, I sharpened my active listening by picking up on their unspoken needs mid-flight, while solving problems under pressure. This role deepened the empathy and resilience I now bring to user experience design.

Sharpening People Skills and Seeking Impact through Real Estate

I entered real estate sales full-time to see the direct impact of my work on an individual level. Listening closely to clients’ concerns and motivations during tricky negotiations sharpened my ability to understand people deeply and solve their problems. That time decoding human needs now informs how I approach user-focused design work.

2018 - 2019

2016 - 2018

Travel Tech Beginnings at HomeAway (Part of Expedia)

My career started in travel tech at HomeAway, where I managed relationships with hosts. Digging into their challenges taught me to listen actively to their frustrations and goals, sparking my interest in building solutions that help people. Though I couldn’t shape the product directly, that early exposure to customer needs planted the seed for my path into UX design.