Digital experiences — built on Form & Function. A product designer with a keen eye for detail and a design which prioritises the user, I have a passion and desire to create experiences which directly impact people’s well-being. From working on various product tracks within LifeSG, to leading the revamp of National Library (NLB) Singapore’s web experience, this provides me with the skills required to create meaningful experiences for the public good.
GovTech - UX Designer
Oct 2022 - Present
Facilitating the creation of new product features for the LifeSG app and HDB Portal, bringing over 70 different government services to over 1 million Singaporeans.
Engaged in product discovery of HDB's resale journey to better the product and operational experience for citizens and back-office staff. Liaising with multiple agencies to onboard new processes for the resale journey. In 2023, there was a total of 23,756 resale transactions completed.
Features designed and shipped for LifeSG include:
ECDA Preschool Search — designed a new experience enabling parents and young couples find preschools for their children. Worked closely alongside ECDA stakeholders, as well as conducting 15 in-person user testing sessions to address user pain points.
Booking of Facilities for Town Council facilities, streamlining the process of booking facilities such as void decks and barbecue pits, reducing user friction and increasing user engagements for the service.
Dementia Alerts for OneService app — facilitated the conceptualisation of a service to engage the public in the search for the missing individuals with dementia, to increase the chances of a safe recovery.
Additional responsibilities:
Common Enforcement Tech Stack — identifying opportunities for creating a Common Enforcement Tech Stack that can drive the digital transformation of the law enforcement landscape in Singapore. The research involves studying seven law enforcement agencies across three distinct domains.
Design system management — worked alongside a team of designers and developers to manage a complex design system used among various products within GovTech, through the use of design tokens and a structured system for documentation and tracking of components.
GovTech Hackweek 1st Runner Up — competed against 14 other teams to conceptualise solutions for issues pertaining to the public good. Our team’s solution was a focus on mental health and burn-out in the workplace, with my contributions in user experience research and prototyping of the product.
WPH Digital - UIUX Designer
July 2021 - Oct 2022
Leading the transformation of Singapore’s National Library Board’s (NLB) corporate website, set for launch in Q2 2022.
Lead design and prototyping a brand new web experience based on user centric design, with website’s reach of 7 in 10 Singaporeans — a total of 81.6M page-views in 2020.
Facilitated Stakeholder envisioning and design workshops, developing the web experience to enhance the user experience while meeting and creating new solutions to meet the business needs of NLB.User Centered Design, we conducted user research and studied web analytics to develop user personas as well as to understand the pain-points within their website — after which, wireframes and high fidelity mockups were created, alongside a design system to ensure the scalability and consistency.
Managed design system across NLB, and worked along side engineers to develop and test the website, optimising the website to comply to design standards such as WCAG 2.1, Digital Service Standards (DSS) and Google Lighthouse.
Dark Zodiac NFT project - UIUX & Graphic Designer
July 2021 - June 2022
Designed a web platform for the purchase of the Dark Zodiac NFT series. Worked closely with engineers to deliver an immersive web experience, enabling users to purchase and mint NFT’s directly though the website with Metamask integration.Produced graphic elements within the Dark Zodiac collaterals to create a refined and highly sought-after NFT project generating USD1.4M in revenue.
Lee Kong Chian School of Medicine - Product Designer
May 2020 - June 2021
Conceptualised GluO, a diabetic management app pioneered by the Center of Population Health Sciences (CePHaS) in Lee Kong Chian School of Medicine.
At its core, this project initiative serves to provide an educational platform and information database for diabetic patients as well as their caregivers.
The process consists of various user research & testing in partnership with Tan Tock Seng Hospital, to identify the pain-points which diabetic users encounter.
Sensitivity towards colour, font and design were important considerations when designing for visually impaired users.
I developed and ideated the KYC (Know your Customer) flow, as well as user onboarding and the educational module flows.
Web & Graphic Designer
Freelance
Designed web flows according to client's vision to develop alongside front & backend developers to deliver a product fulfilling their design and utility expectations.
Mood board and Iterative styling based on client's design vision, while incorporating high-fidelity mockups to include Interaction Design and Animated transitions.
Design handoff to developers (Requires use of Handoff tools such as Zeplin & Understanding of HTML & CSS constraints for smoother handoff)
Scrum Product Owner (CSPO)
2021
Agile Asia
NTU Bachelor of Fine Arts (Hons)
2017-2021
Specialising in Visual Communications, Interaction design and web design
AY 2019/2020 HASS Deans List
Design / Interaction
UX / User Research
Tools
1st Runner-up GovTech Hackweek
2023
Category: Detecting early signs of burnout
Contribution: UX Design & Research
NTU HASS Deans List AY 2019/2020
2023
NTU College of Humanities, Arts, and Social Sciences (COHASS)
