I am a design leader, researcher, strategist, and consultant with 16+ years of experience. I help stakeholders make informed decisions by connecting them directly with users and customers. My expertise includes managing uncertainty, synthesising needs, and collaborating with cross-functional teams to build innovative digital services and products.
Email me if I've hit your keyword bingo.
EXPERIENCE
Design Lead (Senior Manager) → Accenture Song, Singapore, 2017–present
Head of User Experience → VML, Singapore, 2010–2017
Graphic Designer → Various, Singapore, 2008–2010
How I approach _____ challenges.
I see collaboration as the key to tackling complexity — less about managing, more about creating together. A flat structure gets things done, much like an improv session: everyone knows the goal, listens closely, and builds on each other’s ideas with a “yes, and…” mindset. It’s this spirit of co-creation that turns uncertainty into momentum.
Strategic challenges
My design approach is a combination of user research, Lean UX and the traditional UX Double Diamond Model using social and behavioural frameworks such as Activity Theory and BJ Fogg Model and other traditional frameworks such as customer journey mapping and service blueprinting.
User modelling challenges
On a micro level, I draw on BJ Fogg’s behavioural model to understand the prompts and motivations that shape individual user mindset. Conversely, at the macro level, I apply Activity Theory to explore how people operate within broader systems, uncovering the dynamics, tensions, and opportunities that influence collective behaviour.
Design challenges
For interaction design , I utilise Object-oriented UX, along with other UX frameworks. My foundation as a print designer, where typography plays a critical role, significantly influences my visual design.
Case studies highlights
CPF Member Portal
SG Mark Award 2022 , Gold, Experience Design
Central Provident Fund Board • 2021
With an 88% user satisfaction rate within the first month of launch, and having won multiple awards including a Gold award for SGMark 2022, this is my most proud project I have led to date.
UOB Infinity
United Overseas Bank • 2021
This project was one of the toughest yet most rewarding in all of my experiences. The output was highly collaborative and pushed the boundaries of what a corporate banking portal could be.
OneNS Pre-login Portal
MINDEF • 2023
I was brought in for a short stint in which I was to lead the user research and design overhaul of the informational portal. My work included restructuring the information architecture, interaction model, and content structure. I also developed a content governance framework for the client's content team.
Fordpass China
Ford Motors • 2016
This project marks many firsts for us. Not being citizens and not living in China presented significant challenges. I had to introduce guerrilla testing to quickly learn about the users and their culture. In addition to that, this was our first super app, and I had the opportunity to introduce service blueprinting to the team to design an end-to-end process for a country-specific applet.
Channel News Asia
Mediacorp • 2016
Mediacorp aimed to transform the Channel News Asia digital platform. They wanted to change their news delivery approach and become Singapore's top English news site, both in content and traffic.
& other notable works.
Singapore Fintech Festival 2020
Web • 2020
Citi Consumer Website POC
Web • 2019
Deutsche Wealth Online
Web + App • 2017
National Health Screening
Health Record System • 2017
Ministry of Social and Family
Case Management System • 2017
Web + App • 2014
OCBC Bank Singapore
Relationship Management Dashboard • 2015
Mahindra - Rise for Good
Web • 2015
ACRA - Bizfile
Web • 2012 (in VML) and 2024 (in Accenture) | bizfile.gov.sg
Lien Foundation - A Different Class
Web • 2016 | adifferentclass.sg
My experience
I mean my past experience.
Since 2010, I've collaborated with numerous organisations, including United Overseas Bank, Oversea-Chinese Banking Corporation, Deutsche Bank, Ford Motors, Channel NewsAsia, PayPal, Ministry of Defence, Accounting and Corporate Regulatory Authority, and Central Provident Fund Board. My aim is to create shared values with their customers or users by providing meaningful experiences and addressing complex digital product strategic and development challenges on different scales.
I lead design teams using human-centered design methodologies, engage with stakeholders at all levels, uncover user and business needs, nurture designers, and enhance design practices.
Awards
SG Mark Award
Gold, Experience design, 2022
W3 Award
Silver, 2016
The Webby Award
Honeree, 2016
Lien Foundation - A different class
W3 Award
Gold, 2016
W3 Award
Silver, 2016