Azri Masran — From crime specialist to UX extraordinaire
Azri still remembers the moment like it was yesterday.
The sun-baked floors. The blistering murmurs of the crowd. Sweat dripping from his brows.
His eyes were focused on only one thing: danger in the form of a man holding a knife. Stepping in, Azri held out a hand to calm the situation, while his other hand gripped at his holstered taser.
He used his voice, every tremble of it, to calm the situation down. The silver of the knife sparkled under the sun, and Azri knew that the more time he wasted, there would inevitably be blood on his hands. He knew he had to act swiftly and decisively.
And he did.
In a split-second, he drew his taser, aimed it right at the knife-wielder, and pulled the trigger. Like a lifeless rag doll, the man crumpled to the floor, his knife falling and sliding away from him, and Azri and his partner were now in total control of the situation. It wasn’t a celebration, but rather a relief. He was simply glad that the danger was over, and the public were safe.
That was one of many memories that Azri remembers fondly from his years of service with the Singapore Police Force (SPF). Today, Azri excels as a UX content designer, working on various projects with his peers in UOB, and bringing his skills of communication and voice to elevate his craft.
One with the force
Azri had graduated from Temasek Polytechnic with a Diploma in Product and Industrial Design back in 2011, and had wanted to stay within the field. When he found out that he didn’t have many opportunities within Singapore, the complexion of his future changed.
“The jobs that were offered to me were mostly based overseas, and it was expensive to live abroad. So, the option of joining the force came when I needed to serve National Service (NS),” Azri said. A mix of family and financial reasons also made him reconsider other options, and thus, he signed a 5 year bond with the SPF. “I have not regretted the decision since.”
Azri’s 7 year tenure (2 years NS and a 5 year bond) with the SPF was an emotional rollercoaster, to say the least. From experiencing everything that came with the duty of being a police officer, to rubbing shoulders with others from all walks of life, these were times that Azri knew he would forever cherish.
“The problems we face in the real world are challenging, but the support and confidence of my colleagues is something that I will never forget,” he said.
When the time had come to close the curtains on his career as a police officer, Azri recalled, “I was happy that I could pursue my passion for design. But at the same time, I was sad to leave all of my wonderful colleagues behind. I had a great chat with my Commanding Officer, who was supportive of me and encouraged me to pursue my passion.”
When asked if he would do it all over again, Azri’s response was a resounding: “Yes, a gazillion times!
“The experiences I went through in the force really helped me to become who I am today. I always believed that everything happens for a reason. I don’t believe that if I were to choose to be a designer from day one, it would have gotten me to where I am today. Trust the process.”
After his departure, Azri went on to start his own mobile application and start-up, “What’s The Plan.” Though the application was scrapped a little over a year later, Azri credited a lot of learnings that he would later take with him into the world of UX.
“We needed to make sure that it was not just a product that’s wasting space in the market. We should also make sure that it serves a greater purpose and not just the ‘assumptions’ that we had in our minds,” Azri said.
Stepping into UX
Long before Azri had joined the force, during his years in Temasek Polytechnic, he had joined a local automotive graphic design company, GenConcept. Azri was a graphic designer in an internship role, and as a fellow fan of the television series ‘Pimp My Ride’, he fell in love with his passion in newfound ways.
“It was mind-blowing. I had the opportunity to design graphics for sports cars, company vans, and also motorbikes. That was when I fell in love with graphic design and illustrations,” he said.
When Azri returned to the world of design 7 years later, he found that the landscape hadn’t quite changed in the way that he had hoped. He couldn’t find a role that fully utilised his skills in a way that he wanted, especially with COVID-19 thrown into the mix.
However, Azri didn’t see it as a lost cause. He saw it as a challenge to push himself to achieve his passion, and one that he would later overcome.
Azri credited his entry into the world of UX to his mentor, whose UX career accelerator program he joined to learn more about UI and UX design. “It just skyrocketed from there. Honestly, I didn’t even know UI/UX existed back then, but I’m glad it happened for me,” he said.
Mid-career switches like Azri’s can be daunting, especially when one is stepping into a world unknown. But for those looking to make the switch, he has an advice: “the only battle you need to win is the one you have with yourself.”
“There were doubts and uncertainties coming from my inner-self. But, I realised that hard work always pays off. Don’t doubt yourself, and realise your own potential. When you have confidence, you’ll find that your skills can be transferable in one way or another. After all, skills can be learned, but attitude and character… that’s on you.”
Azri credited the program immensely. It taught him how to communicate with stakeholders, to non-designers, and to present ideas in a way that is easily understood. In addition, he was also given opportunities to work with real client projects. “I think all of these were valuable in building my experience as a UX content designer,” Azri said.
There were also many insights from policing that helped Azri along in his UX journey. From putting himself into the users’ shoes, to doing the groundwork, desk research, and hearing from the ground — all of these were skills that helped elevate his UX practice to what it is today.
“Just like being a police officer, I need to know the entire backstory. That means asking questions, and always communicating to align on expectations. In UX, it’s similar. You cannot leave gaps in your story,” Azri said.
The best camera is the one you have with you
When Azri’s not communicating with product owners, he spends his time delving into his lifelong passion: photography. His hero? “Peter McKinnon.”
An internationally-acclaimed photographer and filmmaker, McKinnon is also a YouTube content creator based in Toronto, Canada, where he uses his platform to help others like Azri pursue their passions behind the lens.
Azri had followed the man’s humble beginnings — from working in a small camera shop to living out his dreams as a renowned photographer. From there, Azri also picked up the phrase that has become his philosophy, in which he imparts to others: “The best camera is the one you have with you,” coined by photographer Chase Jarvis.
He is always enamoured by the story that lives on behind each and every shot, and that to him, is creating magic. “Capturing a certain moment is important, since moments don’t last forever,” Azri said, “but when you take a photo and revisit it later, that photo alone can tell a world of story. To me, that’s magic in the world, when the shot is able to take me back to that moment of when I captured it.”
Azri routinely posts on Instagram where he documents all of his shots. As a student of the game, he also has a few tips to share. “If you’re capturing something gigantic and monstrous, take a wide shot. If you’re looking to highlight a certain element, then a 50mm lens would be best to capture sharp, intricate details,” he said. Azri also warned that you “do not position your subject in the middle!”
Out of all of the many shots that he has taken, Azri has one that is his personal favourite: the shot of his sister walking in the Sheikh Zayed Grand Mosque in Abu Dhabi.
He remembered it as it happened: early one morning, along with his sister, before the other tourists had even arrived, within the pristine grounds of the Sheikh Zayed Grand Mosque.
“The place was completely beautiful. Every corner, every tile, it was just amazing. I was amazed by the architecture and design. My sister, as usual, would be my model for my shots. I told her to walk casually along this stunning frame, and looking back at the shot itself, I realised that it was perfect.”
“Sometimes, it’s just the simplest of things that makes life so beautiful. And that’s why I love this picture so much,” Azri remarked.
Moving upwards and forwards
Even now, as Azri embarks on a wonderful new career, one thing never changed: he has continued to extend a helping hand where and when he can, a constant reminder told to him by his late grandmother.
“It’s something that I hold very dearly,” he said, recounting the final moments of the time he spent with her. “After she fell really ill, I decided to shy away from working shifts and to work mostly from home so that I could take care of her. That was one of the main reasons why I left the force, actually.” When Azri started his UX journey with CuriousCore, in his first month, his late grandmother was warded into the hospital. “I didn’t think much of it back then,” he said.
Azri had just started on his first-ever project in the program, handling real-life UX challenges, and was no longer the cop that had to juggle shift work. “After successfully completing my first real project, I celebrated that night with all of my project mates, and received a call from my sister. She had called to tell me that our grandmother was no longer with us.
“It really pains my heart as I’ve always wanted to visit her and tell her all about what I’ve achieved in this new chapter of my life. But I know, as one chapter opens, another closes. I still remember her last few days with us while she was in the hospital. I told her that I would see her back at home that weekend as I had already left the force and no longer worked shifts,” he said.
Four years on since he left the force, Azri now shines as a UX content designer, lending his expertise with a design eye where he can. He continues to be a pillar of support for his peers, an inspiration for many making the switch to pastures new, and will never forget the words told to him by his late grandmother.
“She reminded me to always help others and to believe in myself. I’m glad that I am where I am today because of her, and also with the support from everyone around me.”
Special thanks to Azri Masran for sharing his story, and to Evangelyn Stephen and Don Ng for proofreading and editing the feature.
