Experience

14+ years across business, products,design and technology.

I am a Singapore-based business transformation and design leader working across positioning, customer experience, products, operations and technology.

Measured work

7 weeks → 3 weeks in EV delivery

Earlier outcomes

66% growth in daily logins; 55% growth in sales

Professional summary

Find the cause and stayclose through delivery.

My responsibilities have grown, while the way I work has stayed consistent: understand the business problem, design the change and protect quality through delivery.

Measured work includes reducing an EV delivery cycle from seven weeks to three and contributing to a 40% increase in product use. Earlier projects contributed to 66% growth in daily logins and 55% growth in sales.

Experience

A career spanningconnected business problems.

Oct 2025–present

Product Design Lead and Business Change — HEH Supplies / SG Organic

Lead improvement of a Singapore multi-vendor wellness marketplace.
Improve mobile shopping, cart, checkout and PayNow.
Connect customer experience with vendors, delivery and management reporting.
Plan and build custom tools and AI-supported work.

Nov 2023–present

Design Director — Upsense Studio

Lead business, brand, product and website projects.
Turn founder and leadership needs into clear plans and working results.
Direct design, development and quality across contributors.
Build reusable systems for content, products and delivery.

Mar 2022–Oct 2023

Senior Product Designer — Edde

Reduced the EV delivery cycle from seven weeks to three.
Contributed to a 40% increase in product use.
Led a five-person design team.

Feb 2020–Mar 2022

Design Strategy Consultant — Burgundy Consultants

Worked on business strategy, customer research and service improvement.
Testing and improvement contributed to retention increases of up to 30%.

Mar 2019–Feb 2020

Senior UX Designer — Deskera

Improved HR, customer, accounting and inventory products.
Contributed to a 20% increase in product use and business conversions.

Jan 2017–Feb 2019

User Interface Architect — AlgoMerchant

Improved onboarding and product structure for an AI-powered trading product.
Contributed to 66% growth in daily logins and 55% growth in sales.

Mar 2012–Dec 2016

Senior UI/UX Engineer — Xinfinit and DirectFN

Designed and developed financial products used across more than 10 markets.
Mobile improvements contributed to a 40% increase in mobile use.

Education

Strategy, communication and product craft.

MSc Strategic Marketing, Distinction — Cardiff Metropolitan University
Associate Degree in Visual Communication, GPA 3.6 — Pearson Education
Google UX Design Specialisation — Google