Experience Design + Strategy
A user’s fiercest advocate, driving business growth through strategic insights. Note that sensitive works are not published, please contact me.
Latest work
Some works are sensitive and are not featured here. Contact →
Speaking Selves, Research
Design + Research
MA Design, LASALLE College of the Arts
Social Change, 2026
A design-led investigation into the sociolinguistic decline of colloquial Malay and the creation of prosocial habitats for intergenerational connection.
Speaking Selves, Design
Design + Research
MA Design, LASALLE College of the Arts
Social Change, 2026
Investigating how design can create spaces for intergenerational connection through colloquial Malay.
Avenues: The World School [COMING SOON]
Research + Systems Design
MullenLowe
Digital Experience, 2025
A complete redesign of structure and experience of their legacy website.
SJ Campus App
Design
Surbana Jurong
Door Access + Campus News, 2024
A redesign of internal communications that delivers news when it's relevant.
Children’s Museum Singapore: “Start with Wonder”
research + design
HUGE Inc.
Branding + Digital Experience, 2021
A new, playful identity and digital experience
Nikko AM: “Light as Air”
RESEARCH + DESIGNHUGE Inc.
Digital Experience, 2021
Redesigned the Nikko AM website's carbon footprint with sustainable UX and a texture-led brand that replaced heavy assets.
SK-II: Discovery Table
RESEARCH + DESIGNHUGE Inc.
Experiential Retail, 2021
SK-II Discovery Table invites shoppers to play, test, and learn about the product through an interactive retail experience.
SK-II NOW
experience + system designHUGE Inc.
Customer Relationship Management App, 2021
SK-II NOW rewards consumers with points to redeem or donate, while tracking skin progress.
SK-II Super-powered Assistant
experience + system design
HUGE Inc.
Internal Tablet App, 2020
Prompts tasks intelligently according to store needs and the counsellor's available time, ensuring they stay efficient, supported, and motivated.
SK-II Tester Bar
RESEARCH + Design
HUGE Inc.
Experiential Retail, 2020
A pressure-free way to try SK-II: an interactive tester display in Tokyo's Daimaru Shinsaibashi.
Lets work together
I'm a Principal Experience Designer & Strategist with 14 years of experience across UX research, product strategy, systems design, design management and visual design.
These days, I split my time between commercial work and my MA in Design at LASALLE, where I founded MalayMondays, a project exploring how design can reconnect generations through language.
I design for outcomes that outlast the screen: clarity, connection, and care.
Contact
Experience Design + Strategy
A user’s fiercest advocate, driving business growth through strategic insights. Note that sensitive works are not published, please contact me.
Latest work
Some works are sensitive and are not featured here. Contact →
Speaking Selves, Research
Design + Research
MA Design, LASALLE College of the Arts
Social Change, 2026
A design-led investigation into the sociolinguistic decline of colloquial Malay and the creation of prosocial habitats for intergenerational connection.
Speaking Selves, Design
Design + Research
MA Design, LASALLE College of the Arts
Social Change, 2026
Investigating how design can create spaces for intergenerational connection through colloquial Malay.
Avenues: The World School [COMING SOON]
Research + Systems Design
MullenLowe
Digital Experience, 2025
A complete redesign of structure and experience of their legacy website.
SJ Campus App
Design
Surbana Jurong
Door Access + Campus News, 2024
A redesign of internal communications that delivers news when it's relevant.
Children’s Museum Singapore: “Start with Wonder”
research + design
HUGE Inc.
Branding + Digital Experience, 2021
A new, playful identity and digital experience
Nikko AM: “Light as Air”
RESEARCH + DESIGNHUGE Inc.
Digital Experience, 2021
Redesigned the Nikko AM website's carbon footprint with sustainable UX and a texture-led brand that replaced heavy assets.
SK-II: Discovery Table
RESEARCH + DESIGNHUGE Inc.
Experiential Retail, 2021
SK-II Discovery Table invites shoppers to play, test, and learn about the product through an interactive retail experience.
SK-II NOW
experience + system designHUGE Inc.
Customer Relationship Management App, 2021
SK-II NOW rewards consumers with points to redeem or donate, while tracking skin progress.
SK-II Super-powered Assistant
experience + system design
HUGE Inc.
Internal Tablet App, 2020
Prompts tasks intelligently according to store needs and the counsellor's available time, ensuring they stay efficient, supported, and motivated.
SK-II Tester Bar
RESEARCH + Design
HUGE Inc.
Experiential Retail, 2020
A pressure-free way to try SK-II: an interactive tester display in Tokyo's Daimaru Shinsaibashi.
Lets work together
I'm a Principal Experience Designer & Strategist with 14 years of experience across UX research, product strategy, systems design, design management and visual design.
These days, I split my time between commercial work and my MA in Design at LASALLE, where I founded MalayMondays, a project exploring how design can reconnect generations through language.
I design for outcomes that outlast the screen: clarity, connection, and care.
Contact
Experience Design + Strategy
A user’s fiercest advocate, driving business growth through strategic insights.
Latest work
Some works are sensitive and are not featured here. Contact me→
Speaking Selves, Research
Design + Research
MA Design, LASALLE College of the Arts
Social Change, 2026
A design-led investigation into the sociolinguistic decline of colloquial Malay and the creation of prosocial habitats for intergenerational connection.
Speaking Selves, Design
Design + Research
MA Design, LASALLE College of the Arts
Social Change, 2026
Investigating how design can create spaces for intergenerational connection through colloquial Malay.
Avenues: The World School [COMING SOON]
Research + Systems Design
MullenLowe
Digital Experience, 2025
A complete redesign of structure and experience of their legacy website.
SJ Campus App
Design
Surbana Jurong
Door Access + Campus News, 2024
A redesign of internal communications that delivers news when it's relevant.
Children’s Museum Singapore: “Start with Wonder”
research + design
HUGE Inc.
Branding + Digital Experience, 2021
A new, playful identity and digital experience
Nikko AM: “Light as Air”
RESEARCH + DESIGNHUGE Inc.
Digital Experience, 2021
Redesigned the Nikko AM website's carbon footprint with sustainable UX and a texture-led brand that replaced heavy assets.
SK-II: Discovery Table
RESEARCH + DESIGNHUGE Inc.
Experiential Retail, 2021
SK-II Discovery Table invites shoppers to play, test, and learn about the product through an interactive retail experience.
SK-II NOW
experience + system designHUGE Inc.
Customer Relationship Management App, 2021
SK-II NOW rewards consumers with points to redeem or donate, while tracking skin progress.
SK-II Super-powered Assistant
experience + system design
HUGE Inc.
Internal Tablet App, 2020
Prompts tasks intelligently according to store needs and the counsellor's available time, ensuring they stay efficient, supported, and motivated.
SK-II Tester Bar
RESEARCH + Design
HUGE Inc.
Experiential Retail, 2020
A pressure-free way to try SK-II: an interactive tester display in Tokyo's Daimaru Shinsaibashi.
Lets work together
I'm a Principal Experience Designer & Strategist with 14 years of experience across UX research, product strategy, systems design, design management and visual design.
These days, I split my time between commercial work and my MA in Design at LASALLE, where I founded MalayMondays, a project exploring how design can reconnect generations through language.
I design for outcomes that outlast the screen: clarity, connection, and care.
Contact