Once upon a time, she started a career in advertising. Having transitioned to Experience Design, she crafted a unique identity for herself as an independent designer. Since then, Chua Yeeling has broadened her horizons not just by collaborating with various agencies and start-ups but also by embracing flexible work formats that saw her traveling the world.
“My first long trip took place in 2013 when I turned 23, embarking on a three-month backpacking journey through Europe after quitting my full-time job. This adventure ignited a travel bug, leading me on a decade-long exploration.” Yeeling recalls how it all started.
Call it the road less travelled. While the term “digital nomad” was coined as early as the 1990’s, traveling as one worked or vice-versa didn’t quite take off until recent years, when the rise of co-working spaces and the rapid pace of digitalisation transformed the world of work. When Yeeling started “living out of her suitcase and working on the internet”, not only did she have to write the rules to her playbook, but she also had to convince others that her methods were sound.
“In the beginning, I juggled constant travel with freelancing, completing projects from different locations. I would stay in Singapore for several months, working with agencies and handling in-person projects, then plan another extensive trip. “
Yeeling reflects that in those early days, remote work was far from mainstream. As a result, she had to spend significant time convincing clients to trust the concept. It took her about two years to solidify relationships with clients comfortable enough to work with remote engagements. Even then, many preferred her physical presence in Singapore.
To manage this, she says that establishing workflows and communication methods was crucial to assure clients of her accessibility and productivity across borders. “Admittedly, not all processes were seamless due to my inexperience in workflow management and negotiation, among other aspects. Yet, it was a steep but enjoyable learning curve, enabling me to understand how to manage a solo venture effectively.” she evaluates unreservedly.
Her teaching commitments added another layer of challenge. Prior to the pandemic, remote instruction wasn't prevalent. She would schedule a teaching semester during her time in Singapore while accommodating other work engagements concurrently. The following semesters would be dedicated to travel and exploration.
“Over the years, I've maintained a strong rapport with many schools, and the transition to hybrid teaching methods has simplified the process significantly. Today, remote working isn't a negotiation point but a common practice.”
Over time, however, the lack of routine began to wear Yeeling down. “By early 2018, I shifted to 'slow traveling', settling in various cities for months at a time instead of continuously moving. This lifestyle continued until late 2020.” Despite the adjustment, Yeeling feels the decade of travel has been incredibly rewarding, taking her out of her comfort zone and fostering self-awareness. “Traveling alone, you become acutely conscious of your surroundings and learn to rely solely on yourself.”
According to Yeeling, this journey has strengthened her independence, honed her communication skills, and made her both fearless and more relaxed. She reflects, “Traveling has taught me to navigate unexpected situations, while freelancing has built my resilience. The need to sustain my traveling lifestyle prompted professional growth, pushing me to continually network and seek opportunities. The interplay of travel and freelance work not only allowed me to maintain my lifestyle but also fostered my personal and professional development.”
When asked about memorable projects, Yeeling muses, “Over the years, I've worked on numerous projects of varying scales, some incomplete, others started from scratch without reaching fruition. This has led me to view each project as a unique learning experience rather than attaching personal sentiments to individual projects. I revel in the diversity of experiences and challenges that come my way.”
With that being said, she cites a stint with a company called Rapsodo, where she worked part-time for a year. “I collaborated closely with the technical team to develop interfaces for their sports tracking device, translating intricate data and visualizations into user-friendly information. An example is a tracking device for indoor golf practice that provided easily understandable visual feedback, helping enthusiasts improve their skills.” This experience was particularly memorable not just because it was fun but also because she was challenged as a UX/UI designer to visualise the data in the best possible way.
Another intriguing experience for Yeeling was being able to transition her product design knowledge into interactive, B2B workshops. “I guided companies on building products with their resources, prompting me to reconsider the concepts of education and instructional design.” In fact, these days, she has shifted her focus towards training and education, which has proven rewarding as she guided businesses in product development. She speaks enthusiastically about what it means to her to boost student confidence. “It's deeply fulfilling to visualize students transforming their thought processes into tangible design elements. Ultimately, the greatest reward lies in contributing to someone else's growth.”
What was the inspiration behind Hause Collective? Yeeling shares candidly, “ The inception of Hause dates back to 2016, a name conceived in haste due to the immediate need to register a company for client invoicing. “Derived from the German word "Haus" meaning house, it encapsulated her vision of an "umbrella" entity with the potential for expansion into varied avenues - an agency, a training school, or any creative collective.
“I always envisioned a natural progression from solo freelancing to expanding, but I hesitated initially. In 2020, I began collaborating intermittently with a friend, now a co-worker, on certain projects. This experience, coupled with my lengthy teaching tenure and senior role in freelancing, made directing work enjoyable and easy.”
As life would have it, Yeeling remained largely focused on individual projects until 2021 when she felt increasingly burned out and sought additional help. “One of my current colleagues, transitioning from his previous company, started assisting me. We were then commissioned to provide UX for a significant project that resulted in an 8-month retainer, with my co-worker serving as the primary designer. During this time, we started exploring a wealth of ideas. By October 2021, as I grew weary of working on other projects and felt I wasn't learning anymore from others, I resolved to fully dedicate myself to Hause Collective.”
For Yeeling, Hause Collective is an embodiment of her life journey and a decade's worth of experiences, particularly in the realms of building and reimagining working culture .”It's a manifestation of my belief in varied approaches toward work and life, shaped by my unwavering commitment to understanding my team's needs. I strive to ensure they remain motivated, fulfilled, and free to pursue their desired lifestyle. “ Yeeling goes on to share that Hause Studio has since organically transitioned into a fully remote team, operating across eight countries and two time zones.
“Hause Collective represents not just what I wanted but what I fervently believed in - the essence of fulfillment in the present-day context of 2023.”
When asked about Hause Collective’s value proposition to its clients, Yeeling highlights that the team’s passion is building products and leveraging cutting-edge technology. She elaborates, “We are fueled by the future's potential and the innovative products we can create. Over a decade, I have developed my expertise in UX and digital product creation as my core competencies. ”
While her skills have allowed her to work closely with different companies, as she guides them to innovate, strategize, and build products, she emphasises that founding members, with their background as startup owners, bring invaluable experience in strategy, product design, and management, as well as expertise in the Internet of Things.
“Together, we encapsulate the intersection of design, technology, and business. Our unique mix of skill sets and perspectives empowers us to grasp what clients need, whether through coaching, building, consulting, or co-creation. Our clients aren't simply hiring designers; they're engaging specialists who offer unmatched insights into the requirements for their business growth and prosperity. With Hause Collective, clients gain partners who will help them innovate and flourish.”
In case you feel that the journey from freelancer to founder seems effortless, Yeeling is quick to point out that her decade-long exploration of trial, error, growth, and learning has been far from painless. Those who wish to take similar pathways would do well to embrace failures and the occasional misstep as part of the iterative process.
“This isn't my first entrepreneurial venture, but it's the first where I've held fast and achieved clarity in my purpose. We live in an age of instant gratification, often seeking immediate success. But the reality is that things take time, and we seldom get everything right on the first try.” Yeeling explains. She goes on to add that one should persist in their trials, and make 'keep going' their mantra.
“Rather than fixating on the end result or success, relish the journey and trust in the process. Understand that things will align at their own pace and in their own time.”
Curious about being Hausemates with Yeeling and her team? Check out http://hause.co to learn more about the design collective!
