Experience Design Lead
Through research, systems thinking and collaborative problem-solving, I help shape products, workplace experiences and design capabilities that create lasting impact.
Led the end-to-end UX revamp of Singtel's employee app, improving usability, discoverability, and satisfaction.
Spearheaded experience design for Singtel's Future of Workplace digital initiative, shaping workspace reservation and visitor management platforms.
Led the UX redesign of melisten. Usability testing showed 92% of participants found the product useful and enjoyable, maintaining over 1 million downloads.
Built Singtel Corporate IT's first in-house Product Design team from scratch, establishing design operations, governance, and capability frameworks.
Designed Mediacorp's single sign-on service experience, establishing a unified authentication flow that simplified access across multiple digital platforms.
Led digital design across luxury lifestyle brands, directing UI redesigns that strengthened brand identity and delivered high-impact campaigns.
Shaping experience design engagements at the intersection of AI and enterprise — translating complex client challenges into clear, human-centred solutions. The role spans design leadership, client engagement, and delivery management, with active involvement in pitching, business development, and cross-functional project oversight.
Led experience design strategy and delivery for organisation-wide digital initiatives at Singtel. Built the first in-house Product Design team within Corporate IT, establishing design operations and capability frameworks from the ground up.
Led end-to-end user experience and interface design for consumer-facing digital platforms including melisten, 8days, and CNA, delivering cohesive and intuitive digital experiences at scale.
Led digital design initiatives across lifestyle and luxury brands under Club 21 and COMO Group portfolios, collaborating with creative, marketing, and technical teams to deliver high-impact campaigns.
I'm passionate about translating complex organisational and technological challenges into inclusive and meaningful experiences — while enabling teams and leaders to adopt design mindsets and practices.
With deep craft expertise and a track record of building design teams, I bring both strategic vision and hands-on execution to every engagement.
I'm increasingly focused on the intersection of AI and human experience — exploring how emerging tools can augment design practice while keeping people meaningfully at the centre.