My story and my experience.

With 16 years of experience in user experience, branding, and advertising design, I specialize in creating user-centered eCommerce and citizen-facing experiences. At Sephora SEA, I successfully led two squads for a crucial initiative that improved access and visibility of digital promo codes. This effort resulted in a remarkable 30.7% increase in the Add-To-Bag rate, generating €1.40 million in revenue.

I also co-led a dedicated team of designers and engineers to revamp and expand the design library across platforms. These changes brought improved accessibility and an impressive 70% efficiency gain from design to frontend development.

To further enhance my expertise, I earned an NN/g UX Management certificate and a Graduate Certificate in Designing and Managing Products and Platforms from NUS. My contributions to an award-winning G2B platform project at GovTech in 2021 earned me an exclusive industry attachment with Singtel.

As an alumnus of General Assembly and a mid-career switcher from advertising, I am passionate about giving back to the community. I've dedicated over 690 minutes to mentorship and conducted 25 impactful sessions on ADPList and Nanyang Polytechnic. Outside of work, I embrace my competitive spirit by actively participating in volleyball, where I serve as captain and creative lead for my club at Sembawang West CSN. My diverse skill set and commitment to excellence make me a valuable asset in the field of UX design.