About Me

I’m a results-driven UX/UI designer specialising in marketplaces and monetisation, where I create designs that drive conversions, engagements and business growth.

I started my career in UX design with a deep curiosity about how people interact with digital products—not just aesthetically, but functionally, emotionally, and strategically. Over the years, I’ve evolved from a designer crafting interfaces to a leader shaping product vision, using design as a bridge between user needs and business goals.

My background spans B2B and B2C ecosystems, where I’ve led cross-functional teams in creating intuitive, high-performing experiences. I’ve worked on everything from monetization strategies that drive revenue growth to data-driven design decisions that enhance usability and conversion. My time as Head of Design gave me an insider’s view of what it takes to scale UX operations, mentor teams, and advocate for user-centered thinking in high-stakes business environments.

One of my core strengths is my ability to blend strategic foresight with hands-on execution. I don’t just design for today—I design with an eye on long-term product evolution, market shifts, and user behavior trends. My experience working on TMS software for restaurants and hotels has deepened my expertise in building tools that solve real operational pain points, while my early career in monetization design shaped my instinct for balancing growth with user trust.

Beyond the pixels and prototypes, I thrive on navigating complexity, aligning stakeholders, and turning ambiguity into clarity. I see design not just as a craft but as a strategic function that can drive business outcomes—whether that’s improving adoption rates, increasing retention, or unlocking new revenue streams.

What sets me apart is my holistic approach to UX—one that considers not just how things look and feel, but how they function within a business, how they evolve with users, and how they create lasting value. I’m passionate about mentoring the next generation of designers, fostering collaboration between disciplines, and ultimately, shaping digital experiences that are not only beautiful and intuitive but deeply impactful.

Work Experience

Head of Design
ResDiary / Dish Cult
Mar 2023 – 2024
Scotland

Senior Management, supervising a team of product designers, graphic designers and video content creators. Oversee design effort for product and marketing across B2B and B2C workstreams. Development and execution of design strategy as part of the senior leadership committee. Organise design workshops and design reviews for team development.

  • Led a cross-functional user research project to rebrand and relaunch the core Resdiary product.
  • Design Ops that streamline design workload for growth and marketing by introducing Canva into the workstreams, significantly reducing turnaround times by up to 40 workdays.
  • Design Ops for product design by reconfiguring design systems, component libraries and documentation in confluence and Figma.
  • Refresh branding and strategies with growth and marketing for regional campaigns, increasing signups and raising brand awareness.
  • Mentored junior designers, with workshops, portfolio reviews and developed growth plans of skills to improve on.

Senior Product Designer (Monetisation)
Lummo ( formerly Bukukas ) · Full-time
Mar 2022 – 2023
Indonesia

My role as a Senior Product Designer is within the Monetisation Pod. My primary responsibilities include

  • Coordinating design/business strategy meetings and hosting design
  • reviews with key stakeholders.
  • Contributed UI/UX design to the SAAS Subscription project, a multi-layered operation to push users to subscribe to premium tiers.
  • Current Mobile App subscription plans, integrating Google billing as a new payment option for App users.

Senior Product Designer (Monetisation)
PropertyGuru Group · Full-time
Sep 2020 – Mar 2022
Singapore

My role as a Senior Product Designer is within the Agent Monetisation Squad. My daily responsibilities include delivering wireframes, interactive prototypes and UX research. Also, I formulate design/business strategies and host weekly design reviews with key stakeholders.

  • Principal designer for “Turbo”, a listing-level product placing agent’s listings at a higher tier in search results. The product was a significant success achieving a rapid 50% adoption rate with increased profits of approximately $1m within the first month.
  • User Research – hosted and conducted user interviews with agents. Working closely with the research team to perform usability tests and derive personas. Help synthesise data as well as document user pain points and validate designs.
  • UI/UX design to the revamp of “AgentNet”, PropertyGuru’s primary agent portal, specifically “Listings management”, “Agent Inbox”, and “Listing Issues Management”.
  • UI design for “Listing Performance Insights”, an initiative to create a real-time reporting dashboard to assist agents in understanding the analytics and visibility of their listings.

UI/UX Consultant
Sealed Expert Network · Contract
Mar 2019 – Sep 2020
Singapore

Sealed is South East Asia’s leading expert domain, connecting clients with regional experts to expand their business. As a UI/UX Consultant, my primary responsibilities are UI design and formulating design strategies.

  • Delivered prototypes and component libraries, bridging designers and developers together for a unified vision for the product.
  • Assisted the development team in coding portions of the prototype to lessen workflow and meet deadlines.
  • Trained the Product Design team to use prototyping software (Figma), converting concept sketches to interactive test versions.
  • Organized weekly “Design Studio” sessions, cultivating a culture of creative discussion for product improvements.
  • Assisted in shareholder meetings, providing design updates and research material for fundraising efforts.

nonlinear Pte Ltd
Developer / Designer – Full-time
Mar 2015 – Sep 2018
Singapore

Lead development and UX design for all web/online projects for clients. I also produced online campaigns, providing supplemental collateral such as copywriting, photography, illustration and graphic design.

  • Development and design for Jaguar Motors/Land Rover Singapore online owner’s guides.
  • Front-end development and UX design for an online class booking system for Meraki Yoga.
  • Also assisted in illustration and animation for media-based projects for Uniqlo, Gumtree, Guinness Singapore, Singtel and Channel News Asia.