Available to hire
Hi! I am a multidisciplinary designer with over a decade of experience rooted in branding and visual design, where I realized design could do more than just look good — it could transform experiences. This insight led me to transition into UX, focusing on creating intuitive, impactful digital solutions. Applying design thinking to solve real user problems has been deeply rewarding and continues to fuel my passion for purposeful design. Traveling and exploring the world’s beauty regularly renews my creativity and inspires me to approach design with fresh perspectives and an open mind.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Language
English
Fluent
Work Experience
UX/UI Designer at Independent
June 1, 2020 - PresentI have led various UX/UI projects including developing mobile and web apps focused on environmental education, eCommerce improvements, and brand identities for startups. I led remote teams to enhance user experience and information architecture for client projects, such as an online vegan grocer in Singapore and the MAHINA app based on the Hawaiian Moon Calendar.
UX Consultant at Publicis Sapient
January 31, 2023 - September 1, 2025Contract role working closely with scrum masters and Business Analysts on business requirements, creating sketches, user flows, wireframes, and contributing to design systems and stakeholder management.
Experience Designer at Tata Elxsi
September 30, 2022 - September 1, 2025Contract position designing user flows, wireframes, and prototypes in an agile environment; engaged in daily stand-ups and collaboration with engineering and product teams.
User Interface Designer at Curious Core
September 30, 2020 - September 1, 2025Designed wireframes, user flows, performed user research and usability testing, and led a remote team to improve user experience and information architecture on various projects related to digital transformation and sustainable brands.
Art Director at AKQA, Inc (Singapore)
December 31, 2016 - September 1, 2025Led creative direction and produced branding and visual design for clients across F&B, electronics, automobiles, fashion, and corporate sectors. Managed client consultations and production coordination for high-impact advertising campaigns.
Senior Designer at BA&P Advertising Pte Ltd
January 1, 2004 - September 1, 2025Worked on senior level graphic design projects, primarily in advertising and branding across multiple sectors.
UX/UI Designer at Independent
June 1, 2020 - PresentFreelance UX/UI designer providing end-to-end product design across branding, UX, UI, and packaging; led user research, information architecture, wireframes, and prototyping while coordinating with offshore developers and stakeholders.
UX/UI Designer at NEC Asia
May 1, 2022 - PresentCollaborated with scrum masters and business analysts on requirements, from sketches and user flows to wireframes; contributed to design systems and stakeholder management; coordinated handover to offshore development teams.
UX Consultant at Publicis Sapient
January 1, 2023 - September 24, 2025Contract engagement focusing on user experience strategy and interface design; worked with cross-functional teams to deliver customer-centered digital solutions.
Experience Designer at Tata Elxsi
September 30, 2022 - September 24, 2025Contract role contributing to overall experience design across projects and platforms.
Moderator for User Study at Secur Solutions Group
October 31, 2020 - September 24, 2025Moderated user studies and supported evaluation of UX hypotheses through participant sessions and data synthesis.
UX Designer at Curious Core
September 30, 2020 - September 24, 2025Conducted user research and usability testing; led a remote team across two countries to enhance the user experience and information architecture for an online vegan grocer in Singapore.
Art Director at AKQA, Inc (Singapore)
December 31, 2004 - September 24, 2025Directed creative direction and visual design for branding and advertising campaigns; oversaw creative execution.
Senior Designer at BA&P Advertising Pte Ltd
December 31, 2002 - September 24, 2025Led design for ads, branding, and packaging; contributed to campaigns across multiple brands.
UX/UI Designer at NEC Asia
May 1, 2022 - PresentWork closely with scrum masters and business analysts on business requirements, from sketches, user flows and wireframes before handover to offshore Developers. Contribute ideas and support team in design system and stakeholder management.
UX Consultant at Publicis Sapient
January 1, 2023 - September 24, 2025Worked as a UX consultant on Digital Transformation initiatives, delivering UX strategies, wireframes and prototypes while collaborating with cross-functional teams.
Experience Designer at Tata Elxsi
September 30, 2022 - September 24, 2025Collaborated with engineers and product managers to design experiences, contributing to UI design and information architecture.
Moderator for User Study at Secur Solutions Group
October 31, 2020 - September 24, 2025Moderated user studies, conducted usability testing, and synthesized insights for product improvements.
UX Designer at Curious Core
September 30, 2020 - September 24, 2025Conducted user research and usability testing to understand users’ needs and behaviours. Performed wireframing, user flows and prototyping to test hypotheses. Led a remote team of three across two countries to enhance the user experience and information architecture of an online vegan grocer in Singapore.
UX/UI Designer at Independent
June 1, 2020 - PresentIndependent UX/UI design consultant.
Art Director at AKQA, Inc (Singapore)
December 31, 2004 - September 24, 2025Led creative direction and brand design efforts for clients across advertising campaigns and branding initiatives.
Senior Designer at BA&P Advertising Pte Ltd
December 31, 2002 - September 24, 2025Contributed to ads and promotion campaigns across Corporate Sector and Hospitality brands, shaping visual design and branding strategies.
UX/UI Designer at NEC Asia
May 1, 2022 - PresentContract UX/UI design focusing on digital experiences; contribute to design systems; collaborate with scrum masters and BAs; sketches, user flows, wireframes, handover to offshore Developers.
UX Consultant at Publicis Sapient
January 31, 2023 - September 24, 2025Contract UX consulting; collaborated with clients to shape digital experiences.
Experience Designer at Tata Elxsi
September 30, 2022 - September 24, 2025Contract experience design work; collaborated with engineers and product managers on UI for kiosks and mobile screens.
Moderator for User Study at Secur Solutions Group
October 31, 2020 - September 24, 2025Moderated user studies; supported user research and usability testing.
User Interface Designer at Curious Core
September 30, 2020 - September 24, 2025UX design activities including user research, wireframing, user flows, prototyping; led remote team for online vegan grocer IA improvements.
Freelance UX Designer at Independent
June 1, 2020 - PresentIndependent freelance UX design engagements; contributed to various projects including mobile web apps and eCommerce improvements.
Art Director at AKQA, Inc (Singapore)
January 1, 2004 - September 24, 2025Art direction for various campaigns; brand and advertising design.
Senior Designer at BA&P Advertising Pte Ltd
January 1, 2002 - September 24, 2025Senior Designer in advertising and branding campaigns.
UX/UI Designer at NEC Asia
May 1, 2022 - PresentCollaborate with scrum masters and business analysts on requirements, develop sketches, user flows and wireframes, and hand over to offshore developers. Contribute to design systems and support stakeholder management.
UX Consultant at Publicis Sapient
January 31, 2023 - September 28, 2025Contract engagement providing UX design deliverables and collaboration with multidisciplinary teams on client projects.
Experience Designer at Tata Elxsi
September 30, 2022 - September 28, 2025Contract role focusing on UX design workflows and interface development for assigned projects.
Moderator for User Study at Secur Solutions Group
October 31, 2020 - September 28, 2025Moderated user studies, conducted usability testing, and gathered insights to inform product decisions.
User Interface Designer at Curious Core
September 30, 2020 - September 28, 2025Conducted user research and usability testing; created wireframes, user flows and prototypes; led a remote team across two countries to enhance information architecture for an online vegan grocer in Singapore.
UX Designer at Independent
January 1, 2004 - PresentIndependent UX designer delivering across multiple projects since 2004.
Art Director at AKQA, Inc (Singapore)
December 31, 2004 - September 28, 2025Art direction and design for campaigns and brand identity across clients.
Senior Designer at BA&P Advertising Pte Ltd
December 31, 2002 - September 28, 2025Senior designer contributing to ads and promotional campaigns for local brands.
UX/UI Designer at NEC Asia
May 1, 2022 - PresentWork closely with scrum masters, business analysts on the business requirements, from sketches, user flows and wireframes before handover to offshore Developers. Contribute ideas and support team in design system and stakeholder management.
UX Consultant at Publicis Sapient
January 1, 2023 - October 21, 2025Contract; collaborated on user experience design activities and deliverables; participated in design sprints and stakeholder reviews.
Experience Designer at Tata Elxsi
September 1, 2022 - October 21, 2025Digital Transformation for Energy Market Authority; worked with scrum masters and BAs on business requirements, user flows, wireframes, and handover to offshore developers.
UX Designer at Curious Core
September 1, 2020 - October 21, 2025Conducted user research and usability testing; wireframing, user flows, and prototyping to test hypotheses. Led a remote team of three across two countries to enhance UX and information architecture of an online vegan grocer in Singapore. Created an app for MAHINA based on the Hawaiian Moon Calendar in Hawaii (Purple Prize 2020 Ka Mahina Project) with investor funding.
Independent / Freelance UX Designer
June 1, 2020 - PresentDeveloped a Mobile Web App for Ambassadors for the Planet in the UK; improved conversion rate for Slo Active (sustainable swimwear brand) eCommerce; created brandmarks and collaterals for various clients.
Art Director at AKQA, Inc (Singapore)
December 31, 2004 - October 21, 2025Conceptualized and directed ads and branding campaigns for multiple clients, including fashion and hospitality brands.
Senior Designer at BA&P Advertising Pte Ltd
December 31, 2002 - October 21, 2025Senior Designer contributing to branding and advertising campaigns.
UX Consultant at NEC Asia
May 1, 2022 - PresentWork on digital transformation projects at Energy Market Authority for both internal and external users, collaborating closely with cross-functional teams. Translated business needs into actionable wireframes, supporting in design systems, and visual components, ensuring seamless user experience. Maintained strong stakeholder relationships and to ensure project alignment and successful outcomes.
Experience Designer at Publicis Sapient
October 1, 2022 - January 1, 2023Designed user-centric wireframes and flows for banking and finance digital products, enhancing CMS usability for BPI Philippines. Conducted card sorting and iterative testing to refine information architecture in an agile, multidisciplinary environment.
Moderator at Tata Elxsi
July 1, 2022 - September 1, 2022Facilitated extensive user research studies for facial recognition systems, analyzing data to improve IOS product interaction and accessibility across Asia Pacific.
User Interface Designer at Secur Solutions Group
September 1, 2020 - October 1, 2020Developed UX/UI designs for kiosk and mobile interfaces with a focus on security, streamlining user access and interaction through innovative interface solutions.
User Experience Designer at Curious Core
June 1, 2020 - October 1, 2020Led user interviews, usability testing, and prototyping to validate and iterate product concepts across diverse projects. Designed an MVP for environmental education mobile web application (Ambassadors for the Planet), positively impacting children’s learning engagement. Improved conversion and customer experience for UK’s sustainable swimwear brand Slo Active.
Art Director at Self Employed
January 1, 2004 - PresentDeveloped brand identities and marketing materials that tell compelling stories and engage customers. Created standout brand visuals for luxury and mainstream automotive brands.
Senior Designer at AKQA
January 1, 2002 - January 1, 2004Developed creative concepts and assets for advertising, packaging, and marketing campaigns servicing high-profile clients including China Telecom and Samsung.
Education
Diploma in Graphic Design (Major in Advertising) at Nanyang Academy of Fine Arts
January 11, 2030 - September 1, 2025Specialist Diploma in User Experience Design & Management at Nanyang Polytechnic
January 11, 2030 - September 1, 2025Specialist Diploma in User Experience Design & Management at Nanyang Polytechnic
January 11, 2030 - September 24, 2025Diploma in Graphic Design (Major in Advertising) at Nanyang Academy of Fine Arts
January 11, 2030 - September 24, 2025Certificate of Completion at Curious Core UX Career Transition Program
January 11, 2030 - September 24, 2025Digital User Experience Design Certification at NUS | ISS NCIF
January 11, 2030 - September 24, 2025Specialist Diploma in User Experience Design & Management at Nanyang Polytechnic
January 11, 2030 - September 24, 2025Diploma in Graphic Design (Major in Advertising) at Nanyang Academy of Fine Arts
January 11, 2030 - September 24, 2025Certificate of Completion at Curious Core UX Career Transition Program
January 11, 2030 - September 24, 2025Digital User Experience Design Certification at NUS | ISS NCIF
January 11, 2030 - September 24, 2025Certificate of Completion at Curious Core UX Career Transition Program
January 11, 2030 - September 24, 2025Specialist Diploma in User Experience Design & Management at Nanyang Polytechnic
January 11, 2030 - September 24, 2025Diploma in Graphic Design (Major in Advertising) at Nanyang Academy of Fine Arts
January 11, 2030 - September 24, 2025Digital User Experience Design Certification at NUS | ISS NCIF
January 11, 2030 - September 24, 2025Designathon We Engage 2018 at DesignSingapore Council
August 1, 2018 - October 31, 2018Certificate of Completion at Curious Core UX Career Transition Program
January 11, 2030 - September 28, 2025Specialist Diploma in User Experience Design & Management at Nanyang Polytechnic
January 11, 2030 - September 28, 2025Diploma in Graphic Design (Major in Advertising) at Nanyang Academy of Fine Arts
January 11, 2030 - September 28, 2025Digital User Experience Design Certification at NUS | ISS
January 11, 2030 - September 28, 2025Specialist Diploma in User Experience Design & Management at Nanyang Polytechnic
January 11, 2030 - October 21, 2025Diploma in Graphic Design (Major in Advertising) at Nanyang Academy of Fine Arts
January 11, 2030 - October 21, 2025Certificate of Completion - Curious Core UX Career Transition Program at Curious Core
January 11, 2030 - October 21, 2025Digital User Experience Design Certification at NUS | ISS NCIF
January 11, 2030 - October 21, 2025Designathon We Engage 2018 at DesignSingapore Council
August 1, 2018 - October 1, 2018Specialist Diploma in User Experience Design & Management at Nanyang Polytechnic
January 11, 2030 - March 21, 2026Diploma in Graphic Design (Major in Advertising) at Nanyang Academy of Fine Arts
January 11, 2030 - March 21, 2026Digital User Experience Design Certification at NUS | ISS
January 11, 2030 - March 21, 2026Qualifications
Curious Core UX Career Transition Program - Certificate of Completion
January 11, 2030 - September 1, 2025NUS | ISS NCIF - Digital User Experience Design Certification
January 11, 2030 - September 1, 2025Certificate of Completion - Curious Core UX Career Transition Program
January 11, 2030 - September 24, 2025Digital User Experience Design Certification
January 11, 2030 - September 24, 2025Specialist Diploma in User Experience Design & Management
January 11, 2030 - September 24, 2025Certificate/Certification - NUS | ISS NCIF Digital UX
January 11, 2030 - September 24, 2025Designathon We Engage 2018
August 1, 2018 - October 31, 2018Certificate: Curious Core UX Career Transition Program
January 11, 2030 - September 24, 2025Finalist, Designathon We Engage 2018
August 1, 2018 - October 31, 2018Certificate of Completion - Curious Core UX Career Transition Program
January 11, 2030 - September 24, 2025Specialist Diploma in User Experience Design & Management
January 11, 2030 - September 24, 2025Diploma in Graphic Design (Major in Advertising)
January 11, 2030 - September 24, 2025Digital User Experience Design Certification
January 11, 2030 - September 24, 2025Designathon We Engage 2018
August 1, 2018 - October 31, 2018Certificate of Completion - Curious Core UX Career Transition Program
January 11, 2030 - September 28, 2025Specialist Diploma in User Experience Design & Management
January 11, 2030 - September 28, 2025Diploma in Graphic Design (Major in Advertising)
January 11, 2030 - September 28, 2025Digital User Experience Design Certification
January 11, 2030 - September 28, 2025Certificate of Completion - Curious Core UX Career Transition Program
January 11, 2030 - October 21, 2025Digital User Experience Design Certification
January 11, 2030 - October 21, 2025Build with Gen AI Workshop
January 11, 2030 - March 21, 2026UX Career Transition Program
January 11, 2030 - March 21, 2026Finalist Designathon We Engage
August 1, 2018 - October 1, 2018Industry Experience
Consumer Goods, Financial Services, Travel & Hospitality, Energy & Utilities, Retail, Media & Entertainment, Professional Services, Education, Software & Internet
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
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