Product Strategy & Roadmap

Collaborated with stakeholders and partners to define the product vision, establish KPIs, and conduct user testing and data analysis to make informed product decisions and feature prioritization. Through these efforts, we successfully delivered features improvements and products year on year. Alongside the team's effort, we achieved a 400% growth in user traffic and recorded over 2 million visitors in the past 12 months.

Project and team management

Led a multidisciplinary team in a collaborative environment, managing concurrent projects while balancing business goals and project priorities. I oversaw resources and timelines to ensure timely delivery of high-quality projects. Additionally, I conducted project retrospectives to streamline workflows, improve team efficiency, and foster cross-departmental communication and collaboration.

Creative Direction

I defined the creative direction and visual language for Soho across various platforms and touchpoints to ensure a cohesive brand identity. Developed wireframes, prototypes, and high-fidelity designs based on user needs and business objectives. Additionally, I conducted user testing and data analysis; based on the findings, we continuously improved the product design and experience.

UI/UX Design

Produced user flows, wireframes, and prototypes, conducted usability testing, and translated insights into high-fidelity designs. Successfully consolidated 13 portals and over 4,000 individual pages into a cohesive, streamlined experience aligned with Singtel's updated brand identity.

Project Management
As a team, we presented our designs and findings to stakeholders from diverse business units, including product owners, operations, sales, mobile app development, customer loyalty, marketing, communications, and finance. We effectively managed stakeholder expectations and fostered greater involvement in the process.

Design System
Identify and document design components to ensure consistent usage and reusability across current and future projects.

Creative Lead

Led the product design of B2B tech solutions, including an iPad POS system and a customized CRM platform for small businesses.

Content Strategy

Developed strategic content and visuals for product websites, landing pages, and marketing collateral to enhance product communication and engagement.

Market Impact

Secured over 2,000 leads within two months and generated SGD 50,000 in subscriptions within the first month of site launch.

Client Management

I collaborate closely with clients throughout the entire project lifecycle, ensuring designs align seamlessly with their business objectives. I emphasize the significance of design processes to manage client expectations effectively. This approach ensures that as a designer, I'm able to advocate for the end-users, prioritizing their needs and experiences beyond just the business goals.

Creative Designer

I am responsible for conceptualizing creative strategies, developing wireframes and prototypes, creating high-fidelity designs, and preparing comprehensive hand-off documents. This ensures a smooth transition from the design phase to the development team, maintaining design integrity throughout the project lifecycle.

Market Impact & Contribution

Throughout my tenure, I have had the privilege of contributing to the company's esteemed portfolio, collaborating with industry-leading companies including Coca-Cola, Body Shop, Dnata, Vichy, Breadtalk, UOL, and SPC.