Lead and mentor three UX/UI designers across Malaysia, Indonesia, and Thailand, aligning product, engineering, marketing, retail, and VIP service around journeys spanning ecommerce and flagship stores.
Charlene Yong
Experience, Service & Product Design Leader
I love UX most when it leaves the screen and becomes part of real life.
Current role / Jan 2023 - present
Leading experience design at Swee Lee.
Across seven consumer brands and eight markets, I connect customer insight, ecommerce, stores, staff, and shared systems for storefronts serving 200,000+ monthly users. I work directly with the VP of Caldecott Music Group and MD of Vista Musical Instruments.
Rebuilt the survey programme, growing responses from 167 to 512. After pitching stock visibility for two years, the feature reached 17,883 users across three markets and sustained use month on month.
Govern seven UI libraries across five Shopify stores and introduced AI reviews for briefs and product highlights, reducing repeat development and QA while keeping brand and content guardrails intact.
Customer insight / Q2 2025 - Q3 2026Survey participation grew across markets. View evidence +
All markets
+207% / about 3x
SG, MY, ID & VN
+165%
Singapore
+146%
Latest quarter
+29%
30 Jul - 27 Oct 2025Thank-you card QR launched in SG, ID, MY, and VN.
14 May 2026Checkout-page survey entry point launched across all markets.
Post Purchase data stops after Q1 2026, when it merged with Order Confirmation. BN, TH, and UK each have fewer than five responses and are indicative.
Service design in practice
From street-level curiosity to in-store action.
A connected kiosk journey helped visitors notice the full store, orient themselves inside it, and discover what they could do next.
01 / Attract
There's more at the back.
The first touchpoint sits outside the store. It shows passers-by that Clarke Quay is more than a cafe and vinyl-listening venue: half the space is retail, extending all the way to the rear.
This is a campaign walkthrough, not a recording of the live kiosk. I originated the concept, secured buy-in, and led the content and experience. The final motion graphic was designed and produced by the motion designer on my team.
02 / Orient
Where am I, and where do I go?
The live kiosk map is interactive. Visitors can select the Foyer, Great Hall, or Retail Store; the directory and location marker change to help them navigate from the kiosk they are standing at.
03 / Act
What can I do here?
The kiosk extends beyond directions. Visitors can explore upcoming in-store events and cafe promotions, or book private time with a guitar expert in the VIP Room.
Things I've built and run
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
Leadership beyond delivery
I build design capability around the work: setting direction, growing teams, and helping organisations connect customer needs with the people and operations that deliver them. Cooking keeps me close to the small service details people remember.