I'm a strategic product designer crafting meaningful experiences and orchestrating systems.

Most recently, I was a Senior Product Designer with ExpressVPN and an Adjunct Lecturer at Nanyang Polytechnic. I'm also one of the founding members of the SDN Singapore Chapter. Previously, I worked at KONE, BCG Platinion and IBM iX.

Improved AndroidTV sign-up rate - Achieved a 2% increase in ExpressVPN's AndroidTV sign-up success rate, contributing USD 20K in annual revenue. Led rapid discovery efforts collaborating with Customer Support and Voice of the Customer teams, presented insights to co-founder and senior stakeholders, achieving results within a week.
Enhanced Design System - Directed enhancement of design systems across 2 brands, 3 platforms (iOS/MacOS, Android, Windows). Collaborated with product managers and engineers and mentored 3 designers to create and implement accessible components.
Renewed design vision - Co-led a global transformation in product design vision and strategy for ExpressVPN, Cyberghost, and Private Internet Access, collaborating with 30+ senior stakeholders worldwide to drive innovation and alignment. Facilitated and organised cross-brand workshops and design sprints, led design reviews and spearheaded provocative research triggers methodology.
Design enablement - Guided 10+ corporate clients (DBS, UOB, CIMB, Celcom, SingTel KKH, NUHS etc.) in adopting design-centric approaches during their digital transformation journeys. Mentored and trained over 250 professionals in human-centred design methodologies and frameworks.

The following curated projects are a fusion of upstream strategic thinking and downstream tactical delivery, my favourites.

I've dedicated my all to each project. Explore my other work below.