I'm a Product Designer who specialises in making intimidating complexity feel intuitive — and even enjoyable.
I’m a Product Designer who specialises in making intimidating complexity feel intuitive — and even enjoyable.
Over 3+ years, I’ve partnered with organisations like Changi Airport Group, Singapore General Hospital, Building and Construction Authority of Singapore, Resorts World Sentosa, and ThinkCity on end-to-end design projects spanning healthcare, government, aviation, and heritage. From in-depth user interviews through to polished Figma prototypes, I bring care and craft to every stage of the process.
These days I’m weaving AI into my research workflow to synthesise insights faster and make sharper design decisions. I’m increasingly drawn to fintech and productivity — spaces where thoughtful design can genuinely change how people feel about a product.
If you’re building something complex that needs to feel simple, let’s talk.
Designed a recruitment tool that visualises passion in a mobile app for amateur musicians seeking long-term bands
Extracted insights via 10 interviews and 67 user survey responses, recognised through 500+ views and 40+ likes on Behance
see full case study here:
Project Lead | Diagnosed a fragmented 7-tool workflow as the core friction killing cross-team efficiency, engineered a unified SaaS desktop app to eliminate it
Conducted 2 rounds of in-depth interviews with 10 users to pressure-test assumptions; achieved 4.7/5 in usability testing at launch
see the full case study here:
Redesigned a botanical garden’s fragmented QR experience, where 10 standalone plant pages had generated only 60 scans in a year, into a unified digital trail with progress tracking and completion rewards
Explored 5+ iterations before converging on a solution that translates complex genomic science into accessible, laymen-friendly content while engineering a separate experiential layer for scientist VIPs, all within a single adaptive system.
Project nominated for UX Design Awards 2026, award by IDZ (International Design Center Berlin)
Identified a core tension: a heritage site needed donations without feeling transactional. Designed a self-guided digital trail with sequenced touchpoints targeting conversion at 260% of industry benchmark
Led 5+ iterative design sprints resolving 91% of usability friction, leveraging genAI for rapid prototyping and saving 120 man-hours
Identified two conflicting user types among Oceanarium visitors through on-site observation research; architected a scalable design system serving both across 20+ touchpoints
Validated usability through 2 rounds of workshops with C-suite stakeholders
Designed and developed an LLM-powered content workflow (Gemini Gems) to automate high-quality social media content creation; drove 5× growth in post impressions and 4× higher engagement rate on LinkedIn within 5 months, directly contributing to lead generation and regional expansion opportunities
Engineered AI assistant bots to streamline content operations, reducing manual effort by 50% while maintaining consistent brand voice and output quality across channels
Partnered with the Building and Construction Authority (BCA) of Singapore to conduct 80+ hours of in-depth interviews, surfacing a critical perception gap on the Built Industry’s profession between public narrative and worker reality
Translated findings into a strategic content playbook that directly shaped a national campaign, driving 243% higher YouTube views YoY and 7M views on a single TikTok
Please find my portfolio here: https://www.twine.net/signin
Designing end-to-end experiences for phygital spaces, empowering clients to achieve their business goals with holistic user research and storytelling
Built a strong foundation in Visual Communication, specialising in UI UX design and Illustration
Nominated for UX Design Awards 2026 by IDZ (International Design Center Berlin)
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