I'm a design leader, strategist, and researcher with 16+ years turning ambiguous, high-stakes problems into services that hold up at scale. I've led this work across government, banking, media, and automotive, for organisations from national agencies to global enterprises. My focus is upstream of the interface: diagnosing what a service actually needs to do, grounded in research, then building teams and strategy that make it real.
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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 treat complexity as a collaboration problem, not a management one. Flat structures move faster: everyone knows the goal, listens closely, and builds on what's already been said. That discipline is what turns uncertainty into forward motion.
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
Led research and design for a full member portal overhaul, achieving 88% user satisfaction within the first month of launch and a Gold SG Mark Award for Experience Design in 2022.
UOB Infinity
United Overseas Bank • 2021
Led design for a corporate banking portal serving UOB's regional business clients, redefining what a corporate banking experience could deliver through close, cross-functional collaboration with the bank's product and engineering teams.
OneNS Pre-login Portal
MINDEF • 2023
Brought in to lead research and design for a national defence information portal, restructuring its information architecture, interaction model, and content strategy, and establishing a content governance framework the client's team still uses.
Fordpass China
Ford Motors • 2016
Led UX for Ford's first super app, built for the China market. Introduced guerrilla testing to quickly build cultural and behavioural insight as an outside team, and applied service blueprinting to design an end-to-end, market-specific experience.
Channel News Asia
Mediacorp • 2016
Led the redesign of Channel NewsAsia's digital platform as part of Mediacorp's push to become Singapore's leading English-language news site by both content and traffic, delivering a product that scaled to 10M+ monthly unique visitors and a 4+ App Store rating.
& 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
Career
About my career so far.
Since 2010, I've led design and strategy for large-scale digital transformations across banking, government, media, and automotive, including UOB, OCBC, Deutsche Bank, Ford, Channel NewsAsia, PayPal, MINDEF, ACRA, and CPF Board. My focus is building shared value for organisations and the people they serve, through research-led strategy and design that holds up at scale.
I have:
Led design for national-scale public and regulatory platforms serving millions of users.
Delivered a business regulatory portal used to register and operate businesses nationally.
Led a news platform reaching 10M+ monthly unique visitors with a 4+ App Store rating.
Delivered a super app for a global automotive company across an unfamiliar market.
Delivered self-service platforms for multiple banks across retail and corporate banking.
Built, hired, and grown design teams and design leaders.
Set the vision on ambiguous, high-stakes projects and carried it through to delivery.
lead design teams through human-centered methodologies, working with stakeholders at every level to define what a service should be, then building the strategy and team to deliver it.
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