I help Singapore small businesses get a premium website that actually brings in customers. From TCM clinics to tuition centres to cafés — I've built websites for 10+ Singapore SMEs with fast turnaround (48 hours live) and flat pricing. Background: Ex-Grab UX Researcher, Ex-StashAway Product Designer. 5+ years in tech before going independent. What I offer: - Premium website design from $1,000 - Google Business SEO from $100/month - Social media content from $300/month Based in Singapore. Available for local and remote projects.…

Jael Tan

I help Singapore small businesses get a premium website that actually brings in customers. From TCM clinics to tuition centres to cafés — I've built websites for 10+ Singapore SMEs with fast turnaround (48 hours live) and flat pricing. Background: Ex-Grab UX Researcher, Ex-StashAway Product Designer. 5+ years in tech before going independent. What I offer: - Premium website design from $1,000 - Google Business SEO from $100/month - Social media content from $300/month Based in Singapore. Available for local and remote projects.…

Available to hire

I help Singapore small businesses get a premium
website that actually brings in customers.

From TCM clinics to tuition centres to cafés —
I’ve built websites for 10+ Singapore SMEs with
fast turnaround (48 hours live) and flat pricing.

Background: Ex-Grab UX Researcher, Ex-StashAway
Product Designer. 5+ years in tech before going
independent.

What I offer:

  • Premium website design from $1,000
  • Google Business SEO from $100/month
  • Social media content from $300/month

Based in Singapore. Available for local and
remote projects.

See more

Language

English
Fluent
Chinese
Fluent

Work Experience

UX Researcher & Consultant at GrabStash Away
March 1, 2020 - September 30, 2021
Led usability testing, ethnographic research, focus groups, diary studies, and eye-tracking across 20+ clients including PayPal, Meta, Singtel, UOB, UBS, PropertyGuru, Electrolux, BCG, Cathay Overseas; delivered 40+ international research projects across Mexico, Australia, New Zealand, SEA, and the USA for SMEs and MNCs. Applied diverse methodologies (usability testing, ethnographic research, contextual inquiry, diary studies, A/B tests, eye tracking) to inform product decisions and strategy.
UX Researcher & Designer at Jaelt
September 1, 2021 - August 31, 2022
Contributed as UX researcher and designer for independent consultancy Jaelt, tackling multi-market research, onboarding flows, and UX optimization across APAC and MEA. Directed multi-country research across 3 markets using surveys and AB tests; improved customer acquisition and initial deposit rates. Designed onboarding flows (IDs scan in Thailand, automated processes in Singapore) and streamlined document uploads and account review flows to reduce friction and customer inquiries.
UX Researcher & Designer at Jaelt
September 1, 2022 - July 31, 2023
Directed multi-country research (3 markets) and onboarding flow enhancements for APAC/MEA regions; improved customer acquisition and initial deposits; delivered cross-market UX improvements including ID scanning in Thailand and automated processes in Singapore.
Founder & Principal UX Consultant at Jaelt
July 1, 2023 - Present
Established Jaelt, an independent UX consultancy, delivering high-impact UX services and pursuing high-value contracts (e.g., $50,000+). Manage client relationships, project scope, and delivery for UX initiatives. Directed multi-country research across 3 markets using surveys and AB tests; significantly improved customer acquisition and initial deposit rates. Designed onboarding flows and implemented innovative processes to enhance UX and reduce friction across platforms; streamlined onboarding for MEA region.
Research Coordinator at A*STAR Agency for Science, Technology and Research
October 1, 2016 - July 30, 2019
Conducted qualitative interviews, behavioural assessments and surveys for 1,000+ families across Singapore's GUSTO and S-PRESTO longitudinal birth cohort projects Co-published in peer-reviewed research journal (Sleep Health, 2023)

Education

B.Soc.Sci (Hons) Psychology at National University of Singapore
January 1, 2012 - January 1, 2016

Qualifications

UX Bootcamp
January 1, 2019 - December 30, 2019

Industry Experience

Software & Internet, Professional Services, Media & Entertainment, Education, Other, Healthcare
    paper 40+ International UX Research Projects (PayPal, Meta, Singtel, UOB)

    Delivered over 40 UX research projects for 20+ global clients including PayPal, Meta, Singtel, UOB, UBS, PropertyGuru, Electrolux and BCG across Mexico, Australia, New Zealand, SEA and USA. Applied usability testing, ethnographic research, eye-tracking, focus groups and diary studies across fintech, banking, telco, social media and tech industries.

    paper Grab — UX Research Across SEA Verticals

    Directed foundational and evaluative UX research across Grab’s service verticals (Mart, Food, Transport, GrabBusiness) in Southeast Asia. Research directly influenced product roadmap and GTM strategy decisions. Spearheaded launch of Grab Business Center and multi-client B2B features.

    paper StashAway — Multi-Country UX Research & Onboarding Design

    Led UX research and product design across Singapore, Thailand and Middle East markets for a fintech wealth management platform. Conducted surveys and A/B tests that significantly improved customer acquisition and initial deposit rates. Designed new onboarding flows including ID scan (Thailand) and automated account review flows (Middle East), reducing customer service inquiries.

    paper Azken — Online Tuition Platform Website Redesign (Singapore)

    Redesigned website for a Singapore tuition centre transitioning to online learning platform. Built Lovable-powered frontend with student portal integration, Zoom recording library via Google Sheets, class schedule, registration forms connected to existing backend system, and contact forms via Web3Forms.

    paper Automated Web Demo Pipeline — 16 Templates, 150 Emails/Day

    Built a fully automated outreach system for Singapore SMEs using Make.com, Railway, Cloudflare R2 and Instantly. The pipeline scrapes leads via Outscraper, deploys personalised website demos to custom subdomains, and sends AI-personalised cold emails. 16 premium website templates built across spa, dental, TCM, tuition, café, florist, pet grooming and 9 other categories.

    paper Annie Tiang TCM — Website + Social Media Retainer (Singapore)

    Built a premium website for a 40-year TCM practice and manage ongoing $600/month social media retainer including 8 posts/month across Instagram and Facebook, Reel storyboarding and filming direction, Google Business management and monthly content calendar.

    paper Si En Medicare+ — Premium TCM Clinic Website (Singapore)

    Full website redesign for a 20-year TCM clinic at Novena Medical Centre, Singapore. Built a multi-page bilingual (English/Chinese) website featuring real physician profiles, a 40+ conditions library, interactive 12-meridian ecosystem diagram, researchers page, downloadable clinical resources, and a corporate health section. Deployed on Cloudflare Pages with smooth scroll animations, GSAP reveals and Lenis scroll.