Clarity before commitment.
Built a Slack brief template and AI check that identifies missing information before requests enter the sprint.
Senior Experience, Product & Design Leader
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.
Reports toVP of Caldecott Music Group and GM of Vista Musical Instruments.
Cross-functionalPartnering with marketing, retail, VIP service, product, and strategy.
EcosystemSeven brands connected through a shared ecommerce experience.
Continuous improvementWeekly feature reviews, kiosk insights, and feedback from store teams.
Proudest Work
Experience design with shipped constraints.
Vista Musical Instruments
Swee Lee + VMI Ecosystem
Leading design across Swee Lee and the wider VMI portfolio, connecting ecommerce, stores, and shared systems across markets.
Design Lead
Ecommerce
Design Ops
Design Systems
Product founder
One By One
A self-built gown rental platform focused on booking, fit, and customer confidence.
FlutterFlowApp StoreBrand
Platform design
UNIFY White Label
A reusable rewards platform designed at KPMG Digital Village for brands including BMW, KRIS+, STB, and SCB.
KPMG DVWhite LabelRewards
Enterprise UX
Standard Chartered Bank
Research and CRM design shaped around regional teams and Microsoft Dynamics constraints.
CRMResearchWorkshops
Vista Musical Instruments
Retail UX across seven brands.
Design leadership across Swee Lee and the VMI portfolio, connecting ecommerce, store experiences, and shared design systems. The work brings customer needs, business priorities, and engineering capacity into decisions about what to build, reuse, or explore further.
Problem Architecture
Build for reuse.
Prioritised shared Shopify components, with brand variables and styles that support reuse across the portfolio.
Learn from the store floor.
Combined kiosk reporting, store visits, staff feedback, and shopper conversations to understand the experience beyond analytics.
Make existing data useful.
Worked with developers to explore recommendations using purchase history, without adding paid plugins or APIs.
Find common ground.
Listen to each team's concerns, make the trade-offs visible, and bring people together around a shared decision.
Keep learning after launch.
Compare feature performance week to week and prioritise next steps with product, content, and engineering.
My Leadership Framework
How decisions move forward.
01 / Clarify the need
Start with a shared brief.
Structured briefs and AI-assisted checks establish the business need, ownership, timing, and missing information before the team commits.
- What problem are we solving?
- What do we need to know before design begins?
02 / Consider the system
Reuse with purpose.
Assess new components against existing patterns, cross-brand needs, and ongoing maintenance. Invest where a new solution adds value beyond a single request.
- Can an existing pattern meet the need?
- What changes when this reaches every brand?
03 / Build alignment
Understand the disagreement.
Make space for individual concerns, clarify the trade-offs, and use visual examples to support a shared decision.
- What matters most to each team?
- What can we agree on to move forward?
About
Designer. Lead. Product Partner.
Singapore has shaped my interest in the details that make everyday services work. I'm drawn to tangible products and experiences where thoughtful design connects people, places, and technology.
I turn loose creative demand into product decisions, systems, and shipped experiences.
Find out moreHow I work
Ask better questions
Protect team focus
Bridge teams
Make constraints visible
Use data carefully
Visit the floor
Prototype quickly
Design for reuse
Mentor patiently
Push back kindly