An unclear business can look like a design problem.
About Sandy
I use design to solvebusiness problems.
I started in interface design and development. Over 14+ years, my work expanded into customer journeys, products, operations, business positioning, e-commerce and AI. Today I help leaders locate the source of a business problem and stay involved through design and delivery.
Why the wide view matters
Customer problems often beginelsewhere in the business.
I connect the parts so one underlying problem does not become several disconnected projects.
A difficult buying process can look like a website problem.
Repeated work can look like a staff shortage.
Scattered information can make an AI project fail before it starts.
How I work
Use evidence to builda result that works.
I keep the business decision connected to implementation.
Understand the business
Learn what the company sells, who it serves and where work becomes difficult.
Understand customers and staff
Compare what people do with the process the business expects them to follow.
Choose the first useful change
Decide what matters now and what can wait.
Design and build
Create the brand, website, product, process, custom tool or AI support needed.
Check the result
Measure whether the business became clearer, faster or easier to run.
Career path
Fourteen years acrosslarger business systems.
My work grew from interface detail into product systems, customer journeys, operating change and business leadership.
Financial products + development
Designed and developed data-heavy products used across more than 10 markets.
Fintech products
Improved onboarding and product structure for an AI-powered trading business.
Enterprise software
Worked across HR, customer management, accounting and inventory products.
Mobility
Improved an EV delivery process and led a five-person design team.
Upsense Studio
Lead brand, website, product and AI-enabled work for founders and growing companies.
SG Organic
Lead marketplace, vendor, delivery and AI-supported business improvements.
Selected recognition
Work recognised across product, web and design.
- Website of the Year — Singapore Website Awards, 2025
- Awwwards Honours — Upsense Studio, 2024
- UX Design Award, Innovation Design Award and Special Kudos — CSS Design Awards, 2024
- Awwwards Honours — Sandy Galabada Portfolio, 2021