I'm a Singaporean Product Designer with 13+ years of experience, including 8+ years across fintech, banking, and enterprise platforms.

I work across the full spectrum of product design, end-to-end from user research, problem framing, and journey mapping through to interaction design, prototyping, and shipped outcomes, across both consumer-facing products and internal operational platforms. Same approach every time: understand the whole system first, then design for the people navigating it.

I've worked across both mature institutions and fast-moving tech companies, which means I understand how to design for different organizational rhythms, stakeholder structures, and definitions of done.

Before product design, I was an art director working on brands such as Samsung, Singtel, Audi, Adidas, Safra, Schick and Haagen Dazs. That creative foundation is still underneath everything I do, and it's why I care as much about how something feels as how it works.

I believe in creating the best possibilities through experiences that make complexity feel simple, systems that connect people, processes, and infrastructure, and innovation that harnesses AI to build what comes next.

OKX

Senior product designer (2022-now)

Compliance and internal platforms - Designed the tools that compliance and investigation teams use to detect and report financial crime.

• Case Management for Financial Crime Investigation (FCI)

• FCI 2.0 AI Co-pilot (AI-assisted workflows)

• KYC/KYB onboarding flows (User-facing)

• Config panels for risk scoring

P2P trading - Sole designer across peer-to-peer crypto trading, helping buyers and sellers transact safely across high-risk markets.

• P2P new user growth

• P2P Express redesign and order matching optimizations

• Merchant-side optimizations (Dashboards and ad creations)

• P2P dispute flows

UOB bank

Design lead (Nov 2019 - Jun 2022)

Led 4 designers across TMRW payments and onboarding. Scaled a localization design team from 0 to 12 across Southeast Asia.

• (Manager role) Payments and onboarding 

• (Individual contributor role) Digital wealth: Zero-to-one robo-advisory and portfolio view

• (Workshop Facilitator) UOB Young Adults proposition program

Product designer (Oct 2017 - Oct 2019)

Part of the founding design team that built TMRW from 0-to-1 as a mobile-first digital bank across Southeast Asia. Established 940,000+ active users on the platform

• TMRW app dashboard redesign with key stakeholders

• City of TMRW: A gamified savings experierence in Thailand’s and Indonesia’s TMRW app

• Core banking flows: Payments and transfers, account management

360F consultancy

Product Designer, Lead (Jun 2017 - Oct 2017)

Designed UX for one of Singapore's early robo-advisory platforms covering algorithmic wealth and insurance products. Early foundation for designing around automated outputs, experience that connects directly to the AI-assisted tooling I work on today.

• Insurance and wealth flows

• Robo-advisory platform

GOVT agency

Senior Art Director (Oct 2016 - Mar 2017)

Digital and experiential campaigns for regional brands across Singapore.

• On-ground activation for Haagan Haus

• Social for MINI Cooper

• Social for National Gallery Singapore

Wunderman (Singapore & Shanghai)

Digital Art Director (Nov 2014 - Oct 2016)

Led digital experience work across regional brand platforms for APAC. Seconded to Shanghai for regional digital launches.

• Energizer brand site (Pitch won)

• Schick brand site

• SAFRA on-ground activation

• Pantene socials

Cheil Worldwide

Junior Art Director (Oct 2012 - Oct 2014)

Digital and mobile experiences for Samsung and partner brands across APAC.

• Samsung key digital and intergrated product campaigns

• Samsung CSR: “Eyes on the Road” a safe-driving app initiative

• Audi brand site

• Singtel internal comms illustration series

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Recognitions

3 x D&AD New Blood Awards - D&AD

Cannes Young Lions - Singapore Grand Winner Straits Times

Samsung Eyes on the Road featured on CNN Ads of the World