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 smart.

Design has always been my passion. Starting out in design agencies, I learnt from some of the best in the industry. I firmly believe that good design is fundamentally logical, without being too intuitional.

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

With my background in Psychology and Visual Design, I tend to understand the issues through research findings first. Logical reasoning and active listening in interprating the situation.

I believe in writing as it forces me to read more widely and consolidates my thoughts. Practicing the idea of delivering with clarity.

I love what I do, the positive influence that good design can have on people.


Asking the Right Questions

Combining my experience in visual design and behavioural science. I believe in designing solutions with an understanding of the human behaviour. Executing design thinking through scientific research to deliver high-impact strategies.

My customer-led perspective fuels discussion on what truely matters at the heart of the customer experience.  Collaboration is key to solving complex issues of the interlocking nature of human behavior and technology.

My Approach


My approach is focused on finding that sweet spot that satisfies both the user and business goals. Structuring closely on what businesses need to achieve while achieving user experience improvements in parallel.

Ensuring stakeholders are well informed on sound strategies that are empirically backed. While keeping grounded with the business capabilities of the client.

My Clients Insights

Abstract 1

Stop-gap fixes to improve existing UX

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 experience right away.

Abstract 2

Curating a better conversational experience

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.