Led end-to-end product design projects across SEA, including Singpass e-KYC, which contributed to an estimated US $1.4M annual cost saving (2025). Redesigned notification prompts and tested new engagement logic, improving notification setting activation rates and notification generated app traffic. Designed User Portal & Campaign Management Tool (internal tools), to streamline internal operations. Co-maintained Shopee’s design system and components, ensuring consistency across 7 regional markets.

Product Designer at TikTok, Singapore

May 1, 2023 - August 1, 2024

Led 0 to 1 product design of TikTok Knowledge Base, used by ops team handling 100K+ daily feedback; cutting average handling time by 15.5%. Translated user insights into three new TikTok Web features that were shipped globally, improving user satisfaction. Built data-driven dashboards & automation flows replacing manual reports, saving ~5.8 hours weekly per team and cutting analysis time by ~98%.

UX Researcher at Zenyum, Singapore

May 1, 2021 - August 31, 2022

Led UX research for web & app across si x APAC markets (100+ user interviews and usability tests). Findings drove redesigns that increased app warranty activation rates from 50% to 90% and boosted website conversion rates from 25% to 40%. Collaborated with product and business teams to prioritize features based on data, resulting in measurable uplift in conversion and retention.