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.
Experience, Service & Product Design Leader
Across seven brands and eight markets, I connect online and in-store experiences. Our storefronts serve 200,000+ monthly users, where I set UX priorities and test changes at scale.
I love UX most when it leaves the screen and becomes part of real life.
I design experiences that carry into everyday life, like a store visit, a pickup, or a product choice. When something breaks, the cause is often in the people, data, or process behind the interface, so that's where I look first. I use AI to reduce repetitive work and speed up analysis, but check its outputs against the people and systems involved.
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, staff, and a shared Shopify system into one service.
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%.
Over 21 weeks of kiosk monitoring, an auto-open bug was fixed by week 9 and sessions declined 51% between weeks 10 and 21. I flagged a fault in the underlying queries and examined the booking journey's move into VMI Connect rather than treating the trend as a UI problem alone. Separately, I specified the tracking needed to test whether a stock check led to add-to-cart.
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?
04 / Diagnose the service
Look behind the screen.
Check what the data measures, how the work flows, and who owns each step before proposing a redesign.
- What is driving the behaviour we see?
- Who owns the step that needs to change?
In practiceService designOmnichannel journeysBrief governanceComponent strategyCustomer researchCross-functional alignmentPost-launch evaluationAI-assisted workflows
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
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.