I design intentional delightful experiences

and have a knack for quickly grasping concepts and identifying product strategies;
Speak to me
Clients I have worked with

My Strengths

I hold high expectations for the products that I work on, and I capitalise on these skillsets

Understanding products

Deep domain knowledge and understanding in the insurance and financial space; which helps me craft better ideas and design with confidence

Designing with a clear vision

With clear understanding on how a product works, it helps with crafting a product vision of how the digital product and user journey and experience would be like

Research and analytics driven

Vision will help with an achievable goal setting and understanding what the users needs; leading to practical research pieces and analytics tracking for better insights

Stakeholder Management

Past experiences in agencies and also in-house experiences has afforded me chances to speak to C-suites and pitch ideas, dealing with feedback and getting them onboard

Work Experience

Roles I have taken on in the past 5+ years in Consumer Insights (CX) and User Experience (UX).

Singlife • UX Designer

Nov 2021 - Present

✌🏻 Working in a kick-ass collaborative team, innovating and creating experiences for Singlife digital products in #abetterway.

Successfully Launched Digital Journeys:

• Singlife CareShield

• Singlife Shield Starter and Health Plus Starter

• Singlife Motor Insurance

• Singlife General Insurance Portfolio (Travel, Personal Accident, Home) - Supported the team

• Singlife Digital Saver

🛒 Online Purchase Journeys
• Actively monitored and tracked analytics on fall off rates and identify opportunities for improvements on the online experience.

• Spearheaded the end-to-end research, design, ideation, stakeholders buy in concept of Singlife’s Purchase Journeys.

• Achieved significant conversion and click through rate metrics for this revamp

• Iterative rework of the CJ and UI design for the direct purchase journeys across different products, life, general insurance, investment.

🖥️ Customer Portal

Currently my key focus to optimise the user journey and also better improve the proposition of what a customer portal does for a user. Distilling of qual/quant insights from our analytics platform to work on actionable next steps.


💳 Payment methods on mobile
• Working on payment methods in Singlife app to top up Singlife Account and Paying to businesses.

👷🏻 Design Systems
Worked on Singlife's design system while having a blast of a time with the team and Figma's new update of variables and redefining of foundations to achieve a more complete design system.


• Organising and refining colour styles, typography and components into variables based on atomic design 2.0 structure

• Collaborated and worked closely with the design team on standardising our components across all platforms

• Documentation and identifying the use cases of components for standardisation and a one source of truth

Accedo.tv • UX Designer

Jul 2021 - Nov 2021

An innovative tech consultancy based in a regional collaborative agile environment. Heavily focused on OTT platforms, creating beautiful usable solutions with a human centric approach for clients.

• Presented and aligned screens based on the business requirements, journeys and user stories, working closely with clients.

• Worked extensively on revising and managing the design system for OTT products. With fluency in atomic design, components, auto-layout and design guidelines - material design, human interface guidelines.

• Designed and prototyped screens across multiple types of devices with a responsive mobile first approach (Mobile, Desktop, TV)

Acorn Marketing & Research Consultants • Market Research Executive

Sep 2018 - Jan 2021

A boutique market research firm targeted at providing professional consulting services to financial intermediaries by carrying out studies on behalf of the organisations to distill consumer insights which will support the business decisions.

• Achieved improved customer satisfaction and compliance ratings from consumer service sectors for MNC accounts. (Banking, Tech, FMCG)

• Led secondary research for features inventory and understanding user flows for mobile applications in the local market for clients.

• Initiated departmental document digitisation, for ease of accessibility, auditing and monitoring of project information