With a background in visual design and behavioural science, research is an intergral part of my design process. I strive towards solutions that are simple and effective.

Design has always been my passion. Starting out in design agencies, I have learnt from some of the best in the industry. I believe that good design is collaborative and creative.

I am deeply passionate about what I do and the impact it has. Good design not only delights but also creates unforgettable experiences.


Ask, Test & Improve

Designing good solutions starts fundamentally by understanding users. Asking the right questions in order to understand their needs, wants and belief. Testing hypothesis with user testing a.k.a listening to users.

With the feedback, collaboration is key and working closely with stakeholders is right at the heart of creating solutions. In order to execute design that is user focus to deliver high-impact results.

I Understand Speed is Key

Businesses are not looking for perfection. In this digital native world, speed is key. Getting the Minimum Viable Product out with speed with the available resources is a competitive edge. Improving as the product launches and grows. I understand and work with developers to come with solutions to push through products to the market.

Balancing User & Business Goals 


My approach is about finding that sweet spot that satisfies both the end-user and business goals. Structuring closely on what businesses need to achieve while achieving user experience enhancements.

I find that it is important to share design thinking early on with stakeholders to foster a collaborative design environment. Keeping in mind the realities of business capabilities.


Abstract 1
UX consultancy for an Insurance MNC

Plans for a unified digital experience across the insurance MNC various regions are in place. However, the timeline for executions is going to take a few years. I provided UX consultation for their current digital offering, as a temporary measure to improve user experience immediately.

Abstract 2
Conversational UX for Payment Giant

A payment service giant seeks to improve their current chatbot conversation experience. Together with a conversational specialist, we curated their existing conversational experience making it more friendly for users.


2019 - Present
Publicis Sapient - UX Designer
Digital business transformation company

2018 - 2019
Active.AI - UX Designer
Fintech Startup - AI Chatbot

2016 - 2018
Epigram Design - Junior Designer
Award-winning design & publishing firm


2012 - 2015
Bachelor of  Science (Psychology)
University of Wollogong, Australia

2007 - 2010
Diploma in Visual Communication
Temasek Polytechnic, Singapore

Let's get in touch!

User experience is about stories not portfolio.
Get in touch to hear more.

Let's get in touch!

User experience is all about stories not portfolio. Get in touch and hear more.