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About

Designer first. Builder now.

I’m Wan Muhamad Fadzli, known as Pali, a Penang-based senior product designer and product builder. Since 2017 I have designed products for TNB, Petronas, Roche, MIDF, Billplz and PRISM+. In 2026 I began shipping complete products myself, from Orbit Suite to StudyBuddy, using AI agents as tools while I make and review every decision.

Free 5-minute audit15 minute chat, no pitchHiring me full-time
Wan Muhamad Fadzli (Pali), product builder in Penang

Why I work this way

You talk to the person doing the work.

I have worked in product design since 2017, across more than 100 projects. I began at Hong Leong Bank as part of the founding team behind HLB Connect, then designed products for teams at MIDF, Roche and Esports Innovation Group.

At Accenture, I was the solo designer for the RP4 tariff experience across the myTNB app and portal. At PERKESO, I was the solo product designer for the Employment Insurance System. Those projects taught me how much care it takes to make complicated services feel clear.

I work directly with every client because the person making the decisions should understand the problem first-hand. There is no account manager translating your brief, and no handoff between a separate designer and developer.

I take on only two new clients a month. That gives me room to think, ask better questions and stay close to the work from the first conversation through launch.

I use AI agents to research, plan, build, test and check the work faster. They are my tools, not a substitute for judgment. I design the product, make the decisions and review every release myself.

Ask for a free 5-minute audit15 minute chat, no pitch

From designer to builder

Who is Fadzli?

Designing since 2017. Building end to end with AI agents since 2026.

  1. 2017

    Started in UI/UX

    Freelance research, wireframes, prototypes and design systems.

  2. 2019

    Hong Leong Bank

    Founding team of the HLB Connect app.

  3. 2021

    Openminds

    Senior UI/UX Designer

  4. 2022 to 2023

    MIDF

    UI/UX Design Lead (vendor)

  5. 2022

    Ethlas

    Senior UI/UX Designer

  6. 2022 to 2024

    Esports Innovation Group

    Senior UI/UX Designer, then UI/UX Design Lead

  7. 2023 to 2024

    PRISM+

    Senior UI/UX Designer

  8. 2024 to 2025

    Roche

    Senior UI/UX Designer (vendor)

  9. 2024 to 2025

    Billplz

    Senior UI/UX Designer, Catalog

  10. 2024 to 2025

    Accenture (for TNB)

    Senior UI/UX Designer

  11. 2025 to 2026

    Kinesis Money

    Product Designer

  12. 2026 to now

    PERKESO

    AI-Enhanced Product Designer

  13. 2026

    Design and build, end to end

    AI agents do the execution. I design, decide and review every change.

  14. 2026

    Built my agent team

    Pali Studio: named AI agents for plan, design, build, QA, security and launch.

  15. Today

    31 products and client builds

    13 of them live or publicly released, all built in 2026.

How did a designer become a product builder?

Where it started

I started in UI/UX in 2017 as a freelancer, then joined Hong Leong Bank as a junior UI/UX designer in 2019, part of the founding team that built the HLB Connect app for Malaysia.

Nine years of enterprise design

From 2022 I worked in senior and lead roles: UI/UX design lead for MIDF Invest, a white-label design system at Esports Innovation Group, the PRISM+ Connect app, a data-viz design system for Roche, the Billplz design system, and, as the solo designer working with Accenture, the RP4 tariff experience on myTNB for TNB. Then Kinesis Money and, since January 2026, PERKESO.

The problem I kept seeing

Good designs got lost in handoff between designers, agencies and developers. Every layer added time, cost and its own reading of the brief, and what shipped often drifted from what was designed.

What changed in 2026

I started designing and building end to end. AI agents do the heavy execution: code, tests and checks. I design the product, make the decisions and review every change before it ships.

Then I built my agent team

Later in 2026 I gave each job its own named agent and called the team Pali Studio: Atlas plans, Iris designs, Forge builds, Probe tests, Sentinel guards security, Medic fixes, Relay launches and Beacon gets it found. I still review and approve everything.

What it has produced

In 2026 alone: 31 products and client builds, 13 of them live or publicly released, from Orbit HR and Orbit Finance to StudyBuddy, UrusPro and MITE.

years in product design, since 2017
9+
named brands across MY, SG, UK, CH and PL
13+
products and client builds in 2026
31
live or publicly released
13

As of Oct 2026

Why it costs less

Why does it cost less than an agency?

One lead plus agents, not an agency payroll.

  • Pali Studio agents do the execution

    Named AI agents plan, build, test and ship, so you are not paying an agency payroll.

  • Every change reviewed by Pali

    He designs the product, makes the decisions and reviews each change before it ships.

  • No agency layers or handoffs

    No account manager relaying messages, and no separate design and development teams.

  • One senior lead, accountable

    The person you brief is the person who designs it, builds it and answers for it.

Quality

How is quality kept?

His standard process on every project, planned before any code.

No lock-in

Is there any lock-in?

No. You can take your product to any developer, any time.

  • Your GitHub from day one

    The code lives in your own GitHub from the first commit.

  • Docs and handover included

    Documentation and a handover of code, docs and accounts come with every project.

  • Code and IP are yours

    You own the code and the IP once each invoice is paid.

  • Take it to any developer

    Standard, documented stacks that another developer can pick up.

Design leadership

Which enterprise products has he designed?

His role, plus the team's public outcome. No client screens shown.

  • myTNB

    Solo product designerTNB, via Accenture

    Solo design of the RP4 electricity tariff experience on the myTNB app and portal, with transparent pricing, working with Accenture. Reported 20% increase in user satisfaction and app usage.

    Read the case study: myTNB

  • MIDF Invest

    UI/UX design leadMIDF, with Artisan Solutions

    Led UI/UX with Artisan Solutions on the PWA rebuild of MIDF's retail trading platform for US stocks and ETFs (live at midfinvest.my) and the native app: 50 trader interviews, tested prototypes, a component library, and a conversion and onboarding revamp completed Feb 2023. The 6-engineer team reported sub-10ms order execution, a 4.6 app rating (legacy 2.1) and 70% fewer support tickets.

  • Petronas Career Development

    UI/UX design leadPetronas, with Artisan Solutions

    Led UI/UX with Artisan Solutions for one platform joining learning, skills tracking and career pathing: personalised learning recommendations, manager dashboards and gamification tied to real career outcomes. The 12-engineer team reported 47,000 employees onboarded, 250,000+ courses completed, 78% monthly active users and internal mobility up 40%.

  • Roche

    Senior UI/UX designerRoche

    Design system for a pharma data-viz product and an AI product for healthcare professional analysis.

  • Billplz Catalog

    Senior UI/UX designerBillplz

    Led design of the CATALOG SaaS for ecommerce and payment forms and established the Billplz design system.

  • PRISM+ Connect

    Senior UI/UX designerPRISM+

    Smart-home app, live on Google Play, and the design system behind it.

  • Esports Innovation Group

    UI/UX design leadEsports Innovation Group

    White-label design system and brand guidelines; mentored a junior designer and reported to the CPO.

  • Masjeed

    Solo designer and project leadMANAF Sdn Bhd

    MVP consulting, donation flows and the admin platform for a mosque app built with state Islamic authorities.

  • UTP IRC Portal

    UI/UX design leadUniversiti Teknologi PETRONAS

    Designed the mobile and desktop web portal for book loans at UTP's Information Resource Centre, one of the largest libraries in the country. The portal the project team delivered handles up to 210,000 book loan transactions.

  • Digital Kad Kahwin

    UI/UX design leadBookKlik Technologies

    Designed the web and mobile apps for a digital wedding card service: sign up, choose an e-card theme, write the invitation, share the location via Waze, keep a photo gallery and collect RSVPs. Live on Google Play, the App Store and Huawei AppGallery.

  • HLB Connect

    UI/UX designer, founding teamHong Leong Bank

    Part of the founding team that built the HLB Connect app for Malaysia in 2019. Today it is Hong Leong Bank's mobile and online banking app, covering account opening without a branch visit, day-to-day transfers and payments, multi-currency and investments.

    See the app: HLB Connect (opens in a new tab)

How does the AI-native delivery system work?

A delivery system built around Claude Code, explained as what you get.

Why hire a Malaysian product builder?

The rules your product must follow are built in from day one.

What do managers say about his work?

  • Instrumental in creating and implementing a dynamic, scalable design system that allows our product to be seamlessly white-labeled ... setting a high standard for design practices that we continue to follow.

    Philippe Wong

    then CPO, Esports Innovation Group

    Managed Fadzli directly

  • Solid Figma skills and can deliver production-ready designs efficiently when given a brief.

    Howie Leung

    Senior Principal Product Manager

    Managed Fadzli directly

Read the recommendations on LinkedIn (opens in a new tab)

Frequently asked questions

Where is Fadzli based?

Penang, Malaysia. He works on-site, hybrid or remote with teams in Malaysia, Singapore and Europe.

What has Fadzli shipped?

In 2026 alone, 31 products and client builds, 13 of them live or publicly released, including Orbit HR, Orbit Finance, StudyBuddy, UrusPro, MITE and Payung.

Is he a designer or a developer?

Both. He has 9 years as a senior UI/UX designer and design lead, and now architects and builds full-stack products with TypeScript, React, Next.js, Electron and Supabase.

Can I hire him full-time?

Yes, for senior product designer, design lead or CTO roles. The hiring page has his career timeline, availability and CV.

Why do you cost less than an agency?

You pay for one lead plus agents, not an agency payroll. Pali Studio's AI agents handle the heavy execution, and Pali designs, decides and approves every change. There are no agency layers or handoffs to pay for, just one senior lead who is accountable for the result.

Do I own the code?

Yes, once each invoice is paid. The code lives in your own GitHub from the first commit, and hosting and app store accounts are in your name, so nothing is held back at handover.

What if you are unavailable?

Your product does not depend on one person. Code, documentation and accounts sit in your own accounts from day one, so another developer can take over without starting again.

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