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  • I lead teams with a UX vision, grounded by pillars of content strategy and tech enablement.

    Directing talents to work together like a jived orchestra, not a siloed conveyor belt.

    "Success is when a product is firstly used, before it is tuned to be usable, and then eventually useful."

    An inevitable process of experimentation and iteration is having phases where features are "cobbled up". Once the value is validated with sign ups and actual use, then UX can be refined or in some cases, rehauled.

  • I was most recently the Product Owner + Senior Product Designer of FinReg, a Regulatory Ask-Me-Anything platform for crypto and fintech businesses.

    Previously UX lead at Trabble and Nektar, consultant to MCCY and freelancer to Edenspiekermann.

    My leadership style

    As a UX leader, I bring together talents from technology, business and content world to drive impact to the user. I believe respectful communication, transparency of intentions and small dosages of moonshot thinking sets ground for trust and productivity in teams.

     

    I have worked with many types of clients and partners; start-ups, high net-worth individuals, local development agencies, global design agencies, statutory boards, government ministries.

  • A walkthrough of pivotal design moments in FinReg

    Excluding classified info regarding our knowledge-taxonomy IP

  • My journey with Nektar.ai:
    Cracking the art + science of B2B sales

    The sales tech space is flooded with tools yet, sales people still miss their quota. We took a deep dive in understanding the problems of sales people, both in terms of being better able to maintain prospect relationships while giving visibility to managers for more relevant coaching moments. We set off with a simple question "What if every sales rep performed like the best?"

     

    Could each organisation design a sales playbook that we augment with AI?

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    Finding the Gem of a product from day 1

    Learn about the research & experiments around delivering value for busy and distracted sales people.

  • My journey with MuslimSG:

    Birth of Singapore's Islam in cyberspace

    For everything we doubt, there is always Google. But this cannot be the case for questions on religion where there is no clear right or wrong answer but rather, a myriad of perspectives from scholars all over the world. Singapore needed its own voice in the cyberspace that would speak for locals. For this project, I developed a 50-page report which anchored the social and editorial creative teams.

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    Overall duration: 5 months (Sep 2017 - Mar 2018)
    Hired as an external consultant by Muslim Religious Council of Singapore (MUIS)

    Client: Learnislam.sg is a resource portal for Islam-related information in Singapore's context

    Following this project, I was an internal UX consultant with Ministry of Community, Culture and Youth (MCCY) to further my work around race & religion in Singapore, until Oct 2019.

    For more information around my work with MCCY, please hit me up for a chat!

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    What makes a Singapore Muslim?

    Learn about how UX research laid a foundation for the creative team to design with integrity.

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    Introducing hot button topics around race and religion

    2019 has been a good year with MCCY conceptualising a new platform-for-dialogue for Singapore. How do we approach the range of online lurkers with sensitive topics safely?

  • My journey with ArtHit marketplace:
    Laying a path to discover the art for you

    It is not easy to find the art you love. ArtHit provides 2 different ways to do it. First, browse an ecommerce front. Second, commission an artwork. How might we allow users to discover art using either or both features effectively?

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    Overall duration: 10 weeks (Jul-Sep 2016)
    Hired as part of Global creative agency Edenspiekermann team

    Client: ArtHit is a marketplace for art, with added service to commission art

    *ArtHit is no longer operating due to founder's personal reasons

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    A Canvas for Everyone

    Learn more about how I bring designers and developers together to co-create a solution.

  • My journey with Trabble chat-concierge:

    Chat with Trabble for all travel needs

    I led a small team within Trabble to conceptualise and ship designs for a mobile app. The final deliverables had set the foundation and direction for a startup that aims to reinvent the traveller experience through personalisation and seamless local service integration.

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    Ideation & prototyping: 10 weeks (Jan-Mar 2016)

    Chatbot Intelligence QA: 10 weeks (July-Sep 2017)

    Converting into SaaS UX rehaul: 8 weeks (Feb & Mar 2022)

    Client: Trabble is a social eConcierge platform that provides inbound travellers with the answers to all their questions, based on individual’s needs and preference.

     

    In the first project, I was coached by Keith Oh, Interaction designer, IDEO & Winston Mi, Product designer, IDEO.

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    Seamless & personalised travel experience

    Learn more about the zero-to-one design process of Trabble social eConcierge platform in my first project with them.

  • Classes and workshops

    Fronting design leadership

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    w/ General Assembly Singapore

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    w/ UNFRAMED Accelerator

    3-hour workshops and office hours with startups in the programme

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