Lead a three-person design team across Malaysia, Indonesia, and Thailand covering graphic design and UI library management; mentor and partner with colleagues across marketing, retail, VIP service, product, and engineering.
Senior Experience, Product & Design Leader
Across seven brands and eight markets, the storefronts serve 200,000+ monthly users. I set UX priorities, run A/B tests, and ship changes at that scale.
I love UX most when it leaves the screen and becomes part of real life.
I love UX that becomes part of everyday life: a store visit, a product choice, or a service that feels effortless. That curiosity also drives my work with AI, finding practical ways to reduce repetitive work and give people more room to think.
Work directly with the VP of Caldecott Music Group and MD of Vista Musical Instruments.
Current role / Jan 2023 - present
Leading experience design at Swee Lee.
I lead UX/UI across seven consumer brands and eight markets, with most day-to-day research focused on Swee Lee. The work connects customer insight, ecommerce, stores, and a shared system built for multiple Shopify brands.
Rebuilt the survey programme and introduced a checkout entry point; quarterly participation later rose from 399 to 568 responses.
Cumulative through 2 Oct 2026: 17,883 users engaged with the stock indicator across Singapore, Malaysia, and Indonesia.
Govern shared components and brand variables across five Shopify stores; implementation improved page-load speed by 20%.
How I lead
From brief to better decisions.
01 / Clarify the need
Start with a shared brief.
Brief standards and an AI-assisted check surface missing information before work enters the sprint.
- What problem are we solving?
- What do we need to know before design begins?
02 / Consider the system
Reuse with purpose.
Compare requests with shared patterns, brand needs, and maintenance cost before committing engineering time.
- Can an existing pattern meet the need?
- What changes when this reaches every brand?
03 / Build alignment
Understand the disagreement.
Hear stakeholders separately, make the trade-offs visible, then use visual examples to reach a decision together.
- What matters most to each team?
- What can we agree on to move forward?
In practiceBrief governanceComponent strategyCustomer researchCross-functional alignmentPost-launch evaluationAI-assisted workflows
Earlier product work
Product founder / 2024
One By One
A self-built gown rental platform focused on booking, fit, and customer confidence.
FlutterFlowApp StoreBrand
KPMG Digital Village / 2020-2023
UNIFY White Label
A reusable rewards platform reskinned for BMW, KRIS+, STB, and SCB.
Platform designDesign systems
KPMG Digital Village / 2022
Standard Chartered Bank
Research and CRM design shaped around regional teams and Microsoft Dynamics constraints.
CRMResearchWorkshops
Outside the interface
Singapore is home. Cooking for friends is my favourite counterpoint to digital work, and it keeps me drawn to products and experiences people live with every day.